NATP Overview - American Family Insurance

NATP – Pre-workNew Agent Training Program OverviewPurposeThe purpose of the New Agent Training Program (NATP) is to develop productive, successfulagents who build a service-driven business that establishes long-term relationships.GoalThe goal of NATP is to provide customer-focused, high level education solutions that areresults oriented and innovative in design.AssessmentsTo be productive successful agents, an individual must be capable of performing meaningfultasks in the real world. Therefore, the NATP training is designed to help agents becomeproficient at performing the tasks they will encounter on the job.MissionAt American Family Insurance, it is our mission to be the most trusted and valued servicedriveninsurance company. It is our vision to maximize customer value through industry leadingservice, exceptional claims experiences, and products that build long-term relationships. Thecompany mission, vision and goals are integrated throughout NATP. In addition, the NATPcurriculum is created around the core concept of service.Purpose StatementNATP is the study of business operations and the sales process through the lens of service.ServiceService is defined as the continuous process of demonstrating best practice solutions andoutstanding customer experiences that exceed customer needs and goals. This client-focusedphilosophy is the foundation of the NATP curriculum design and is demonstrated throughoutthe program content.ContentThe program is focused in two major areas of study: sales process and business operations.The Sales Process curriculum is divided into six steps: Prospecting, Qualify, Cover, Rate,Application and Servicing. The Business Operations curriculum is divided into four contentareas: Management Strategies, Marketing Strategies, Business Plans, and Financial Plans.A brief overview of each content area follows:The Six Step Sales ProcessProspectingProspecting is the first step in the sales process. It is the continual process of determiningneed, and demonstrating value for current and potential customers. Helping people recognizeand understand their financial needs, and how you can assist them with exceptional solutionsthat reflect their goals is a major part of building client loyalty and establishing long termcustomer relationships.©2008 American Family Insurance Pre-WorkEdition: 3/01/2008 1

NATP – Pre-workQualifyQualify is the second step in the sales process. To qualify a prospect you will need tounderstand and utilize the appropriate resources to gather and analyze necessary data todetermine risk selection and eligibility. Understanding the customers’ needs allows you todetermine whether they qualify and enables you to recommend the appropriate products andservices during the third step, Cover, of the sales process.CoverCover is the third step of the sales process. The scope of protection provided under aninsurance policy is called coverage. During this step, you recommend and demonstrate thevalue of the most suitable financial protection plan for your customers. Your recommendationis based on the customers’ needs and the information gathered during the Qualify step.Demonstrating the value of the agent and products recommended to the customer are keycomponents in the Cover step of the sales process.RateRate is the fourth step of the sales process. Rating is the process of utilizing appropriate datato calculate and determine the premium. You’ve built relationships with your prospects andcustomers, determined their eligibility and recommended suitable coverage(s). Now it is time tocalculate the rate that will be charged for the protection you’ve recommended.ApplicationApplication is the fifth step in the sales process. This step is the formal process of applying forand documenting a written request for insurance protection. When you reach this step, you willhave received agreement from your customers to proceed with the sale. By formallycompleting and signing an application for insurance protection, your customers affirm yourvalue as their agent.ServicingServicing is the sixth step in the sales process. This step is the process of incorporating bestpractice systems that demonstrate value, ease and convenience. By maintaining contact withthe customer and delivering promised services, you will build loyalty and trusted long termrelationships.©2008 American Family Insurance Pre-WorkEdition: 3/01/2008 2

NATP – Pre-workBusiness OperationsBusiness Plan• Introduction to Business Operations• Writing Business Plan Mission and Vision• Writing Agency Description• Agency Business Plan Templates• Organizational Strategieso Office Layouto Staffing• Professional Development PlanManagement Strategies• Agency Staffing• Resource Management• Email and Calendar Management in OutlookFinancial Plan• Agent Finance Plan• Business Expense Budget• Taxeso Self-Employed• Long Range Financial PlanningMarketing Strategies• Target Marketso New Household Lead Generationo Cross-selling• Tools and Resourceso Geographic Analysis Toolo Marketing On Demando Quote Metrics©2008 American Family Insurance Pre-WorkEdition: 3/01/2008 3