Balance sales, service for maximum results

As insurance industry resources were concentrated on upgrading customer service, sales declined because the attention it normally received diminished. In 1990s, increased competition makes aggressive sales and top-notch customer service imperative. Today's insurance agents, home office and field office managers, and corporate executives are challenged with balancing service and sales. There are steps an insurance business can take to evaluate whether an office or an entire company is too selectively focused, then transform a service-oriented structure into one that allows for sales growth and current client satisfaction. MS Diversified Life Insurance Co.'s management team, working with outside consultants, studied the sales/service function and made several significant and effective changes. The team first examined the current sales districts, then redistricted responsibilities on the basis of size and work load. The sales organization was reviewed to fit the new districts, and the compensation plan was restructured to emphasize sales.