The Big I Virginia Winter 2020

A PUBLICATION OF THE INDEPENDENT INSURANCE AGENTS OF VIRGINIA

Property & Casualty Professional Liability
Property (building, BPP, Bl)
General Liability
Excess Liability
Ocean Marine
Prize Indemnification
Special Events
Liquor Liability
Excess Wind
Equipment Breakdown
Crime
Transportation
Auto Liability
Physical Damage
Cargo
Garage Liability
Garagekeepers
Workers Comp
Artisan Contractors
Restaurants
Over 70 classes available!
Architects
Engineers
Non-Profit D&O
Corporate D&O
Medical Malpractice
Social Services
Misc E&O
EPLI
Technology Professional
Media Professional
Excess Professional
Personal Lines
Umbrellas
Homeowners
Personal Inland Marine Floaters
In-Home Businesses
Flood
Primary
Excess
THEIR NO IS OUR YES.
Jackson Sumner & Associates
Excess & Surplus Lines Broker
800-342-5572
•
www.Jsausa.com
VA I MD I NC I SC I GA I TN
#jsausa 011 W@)

CHAIRMAN OF THE BOARD
JILL ROTH
jroth@afsinsurance.com
HOW THE YOUNG AGENTS PROGRAM CATAPULTED MY CAREER
G
rowing up in this industry, you would think I would
be extremely comfortable with other insurance
professionals. That was not the case at all. I felt
pressure to be knowledgeable, confident and ultimately,
nothing short of successful. Everyone in my agency already
had the training they needed to highlight their amazing
talents. It wasn’t until I connected with IIAV’s Young Agents
that I felt my career path on par with the elite of my insurance
generation.
I remember walking into my first young agents committee
meeting feeling all sorts of nerves. Within minutes, Jen Amick
of S.L. Nusbaum Insurance Agency, Shannon Harding Herring
of Hubbard Insurance Agency and Jason Priest of Virginia
Commonwealth Corporation became my new insurance
besties. They, and so many others, have truly helped shape
my insurance career. I learned what marketing techniques
GENESEE YESTERDAY VS
GENESEE
TODAY
YESTERDAY
Originated in 1982 in the state of Georgia,
writing Transportation coverages.
TODAY
· Part of JenCap Holdings Company
· 8th Largest Broker in the US
· Independently Operated
· Ability to Write in all 50 States
· Expanded Product Lines
Admitted Division
Garage
General Liability, Construction, Environmental
Premium Finance-IPC
Professional Liability
Exclusive Programs
Specialty Property
Wind, Flood, Quake, & Shared Layered
Transportation
We are so much MORE TODAY!
www.geneseeins.com
Home Office - Georgia
3025 Windward Plaza
Suite 400
Alpharetta, GA 30005
Phone: 770-396-1600
Fax: 770-396-7699
Toll Free: 800-282-8755
Branch Office - Colorado
390 Interlocken Crescent
Suite 140
Broomfield, CO 80021
Phone: 303-791-0600
Fax: 303-558-7942
Toll Free: 866-847-4223
2020 FIVE-STAR ALl-STAR
RATED FIVE-STAR WHOLESALER/MGA
2016-2020 by IBA Magazine
«
Est. 1982
were working in their offices. They introduced me to company
representatives at association events. I felt comfortable
pushing myself into roles within both the association and my
own agency knowing I had them in my corner.
Being a part of the Virginia young agents committee also
placed me into a National Association role and I sat on the
National Young Agents Committee of IIABA. I have seriously
met thousands of young agents from across the country.
Through my connections, I have a networking base that I
use to my advantage to find markets, companies, prospects,
technology enhancements, marketing techniques and more.
I can say with certainty that I would not be where I am today
without the amazing and talented people I have met and
collaborated with on both a state and national level.
Clay Wiley of Marsh & McLennan Agency is the current
Virginia Young Agent Chairman. In a recent
conversation, he mentioned, “young agents
around the country have learned to adapt”
during these unprecedented times of
COVID-19. We agreed its imperative agency
principals allow their young agents the
opportunity to collaborate with other young
professionals in the industry, especially
in times like these. Clay continues, “I’m
extremely excited about what’s to come in
the future with IIAV Young Agents. We have
put together a great team and I believe our
committee will work past the challenges
we have faced with COVID-19 and we will
Branch Office - North Carolina
3440 Toringdon Way
Suite 208
Charlotte, NC 28277
Phone: 704-424-3999
Fax: 704-353-7077
Toll Free: 1-833-Genesee (436-3733)
continue to engage, excite, and motivate
other young professionals in our industry.”
If you have an individual in your office you
feel would also benefit from the Virginia
Young Agents, please get them involved
today! If you are a young agent not currently
involved, talk to your agency principal and
dive right in. For more information, reach
out to either Carter Lyons, clyons@iiav.com
or Clay Wiley, Clay.Wiley@MarshMMA.com.
I look forward to meeting new faces when
we can finally go back to normal networking
times!
6 THE BIG I VIRGINIA WINTER 2020

PRESIDENT & CEO
ROBERT N.
BRADSHAW, JR., MAM
rbradshaw@iiav.com
‘YOUR’ IIAV STAFF!
Nothing makes me happier than when a member
calls and tells me how much help someone
was on the IIAV professional staff. No issue of
the magazine would be complete if the theme was on
membership benefits and services without a mention of
the staff that works in the office here in Richmond.
I know I’ve said this before, but you have a great group
of people here who are dedicated to working in support
of the independent insurance agent and the independent
insurance agency system — and that also includes the
national office staff as well. In short, we all work for you. We
would not exist if it were not for you. Though sometimes
we wonder what would have happened if IIAV was not
there.
COMMON QUESTIONS AMONG THE STAFF INCLUDE:
• What do the members need?
• How can we help?
• What will make their lives easier?
• How can we prepare our members for the future?
• How do we help our members serve their clients?
• How do we help you excel?
• What can we provide that will protect our members/
agencies?
I love the association business because we work to help
and protect this industry and this profession. While IIAV
needs to make a profit in order to exist, that’s not our sole
business model. Frequently we make the decision that
we will help to promote something which will benefit our
members … and the association will not necessarily make
income on the product or sale. The important thing is that
our members and/or agencies will benefit.
We clearly have some of the very best and dedicated
professionals on staff here that I have ever worked for
… and I’ve only been in the association management
profession for 40 years (YIKES). Everyone at IIAV is
dedicated to making sure that YOU receive the answer you
need as soon as possible when you call as we know your
SO WHEN WE TALK
ABOUT THE VALUE OF IIAV
MEMBERSHIP BENEFITS, I
BELIEVE THAT THE MORE
IMPORTANT BENEFIT IS
THE IIAV STAFF WITH THE
KNOWLEDGE THAT WE WORK
FOR YOU AND YOUR AGENCY.
time if valuable.
So when we talk about the value of IIAV membership
benefits, I believe that the more important benefit is the
IIAV staff with the knowledge that we work for YOU and
your agency. Everything follows that and I thank you for the
opportunity to do so.
Wishing you a wonderful holiday season and a very
productive and safe New Year!
Robert N. Bradshaw, Jr., MAM
President & CEO
8 THE BIG I VIRGINIA WINTER 2020

STATE NATIONAL DIRECTOR
MICHAEL F.
FUNKHOUSER
mikehm@shentel.net
INSURPAC WORKS FOR YOU, FOR US, FOR THE INDUSTRY
I
hope this message finds everyone
well!
I have been appointed to the
InsurPac Board of Trustees. While this
may seem like a glitz and glamour
position (ha ha), it is my duty as a
board member to make sure that
Virginia is carrying our weight when it
comes to InsurPac. For those of you
who don’t know, InsurPac is a separate
segregated fund to be utilized by the IIABA to make
campaign contributions to candidates of the United States
Senate and the United States House of Representatives.
Your donation gives IIABA’s Government Affairs Team a
seat at the table with the decision makers in Congress.
That money is instrumental in making the IIABA the most
trusted lobby representing the Independent Insurance
Agent. The respect that our team has on Capitol Hill is one
of the greatest benefits of membership in our Association.
The Big I is doing amazing things at the National Legislative
level. Recent successes include:
• IIABA was instrumental in the passing of the IRS
regulation for a 20% business deduction for passthrough
entities and C-Corps, and was at the forefront
of the effort to make sure insurance agents were
expressly exempted from the definition of a specified
service trade or business, which are subject to being
phased out of this deduction.
• 7-year extension of TRIA; repeal of Cadillac tax;
excluding agents from onerous new federal data
reporting requirements for small businesses; defending
state insurance regulations; defending crop insurance;
protecting agents from liability regarding cannabisrelated
legal businesses; and removing a tax on trade
association royalty income from the new tax law.
• Opposition of any retroactive COVID-related Business
Income legislation, while working proactively to
develop legislation that addresses future pandemics.
These folks WORK for US!!!
10 THE BIG I VIRGINIA WINTER 2020
I HAVE CHALLENGED THE IIAV
BOARD FOR 100% PARTICIPATION. I
CHALLENGE EACH OF YOU READING
THIS TO GIVE AT LEAST $100. IF YOU
CAN’T GIVE THIS AMOUNT, GIVE
WHAT YOU CAN!
HERE IS WHERE YOU CAN HELP.
Virginia has been historically woeful in regard to InsurPac
contributions, and I think it’s time to change that. Our
annual goal set by InsurPac is only $8,000. As a comparison,
South Carolina raised close to $116,000 last year! Our goal
is one of the lowest in the country, and I know we can
exceed it! I’m challenging you to change the culture and
do what is best for our industry and distribution channel.
Funds donated to InsurPac must be your personal
individual dollars. Your personal credit card or check is
acceptable. Corporate donations are not allowed.
I have challenged the IIAV Board for 100% participation.
I challenge each of you reading this to give at least $100.
If you can’t give this amount, give what you can! I also
encourage you to recruit others in your office to give. Our
industry is depending on you!
Here’s how to donate:
• Go to: www.independentagent.com
• Hover over Government Affairs at the top right of
your screen
• Select INSURPAC from the dropdown
• Click the dollar sign button
LET’S DO THIS VIRGINIA!!!!!
A big THANK YOU to everyone who has donated already.
Be on the lookout for some fun raffles and contests in
the coming months to benefit InsurPac. If you have any
“fun”draising ideas, please feel free to forward them to
me at mike@haunmagruder.com.

SHENANDOAH MUTUAL FIRE INSURANCE COMPANY
CHAIRMAN PARTNER
HOW LONG HAS YOUR COMPANY
BEEN IN BUSINESS?
Established February 7, 1876
WHAT DO YOU FEEL IS THE BIGGEST
STRENGTH OF YOUR COMPANY
RIGHT NOW?
As a mutual company, we look for ways to insure specific
properties instead of ways to decline coverage. We have
the insurance knowledge and local expertise to formulate
and specifically design a policy to fit your needs. Being a
small-medium sized Mutual Company, we can respond to
unique agency request.
HOW DO EMPLOYEES MEASURE THE
IMPACT OF THEIR WORK?
Our employees are in constant contact with policyholders
and agents and hear their problems and concerns. They
know and understand what we do, directly and indirectly,
will have an impact on these people. Therefore, our
employees feel obligated to serve them both in the best
way they possibly can. Afterall, great customer service is
what Shenandoah Mutual strives to provide.
WHAT CHANGES CAN WE SEE FROM
SHENANDOAH MUTUAL FIRE IN THE
NEXT TWO YEARS?
We will continue to add new ways to insure our communities
with the best coverages available and to provide them at
a reasonable cost. We also continue to work on being
more agent friendly with improving our policy system.
More specifically, we are getting ready to provide agency
download. This has been a big request from our agencies,
and we are in the final stages of making this available.
WHAT WOULD SOMEONE FIND
INTERESTING TO KNOW ABOUT
SHENANDOAH MUTUAL FIRE THAT
THEY MIGHT NOT ALREADY KNOW?
As a mutual company we are owned and controlled by
the policyholders. The corporation is led by a board of
directors, elected by the policyholders. The board then
elects officers to conduct the detailed business of the
company.
HOW DO YOU ENCOURAGE
CREATIVE THINKING WITHIN YOUR
ORGANIZATION?
We challenge our board of directors and officers to
continually find ways to insure the ever-changing needs of
our policyholders. This leads to even more confidence in
our agents that Shenandoah Mutual will be there for them
and their policyholders.
HOW DO YOU UPHOLD YOUR MISSION
STATEMENT IN THE WORK YOU DO?
We have worked hard to become a loyal insurance
company. Courteous, prompt, and dependable service is
what we strive to provide. We appreciate the opportunity
to serve our policyholders and look forward to providing
them with these same services in the future. We want our
agents to not only trust in our services but also in our
company as well.
WHY IS SHENANDOAH MUTUAL FIRE
DIFFERENT?
For starters, there are no shareholders — so that means
we put the needs of our policyholders first and that results
in better service and suggesting ways to minimize risk and
settling claims more fairly and quickly. No wonder more
than 135 million policyholders choose mutual insurance to
protect their property.
WE HAVE WORKED HARD TO BECOME A LOYAL
INSURANCE COMPANY. COURTEOUS, PROMPT, AND
DEPENDABLE SERVICE IS WHAT WE STRIVE TO
PROVIDE.
WINTER 2020 THE BIG I VIRGINIA 11

WAYS TO MAKE CUSTOMERS FEEL VALUED
By John Graham
www.istockphoto.com/ Urupong
The famed author Thomas Merton said we value
people, not for whom they are but for their
usefulness. This is the same mistake companies
make with customers. They value them for their usefulness
— for what they spend.
Customers see it differently — quite differently. As Gallup,
Inc. researchers point out in commenting on the economy,
“Consumers are spending money, but they’re more inclined
to spend it only on businesses they feel good about.” Not
businesses they may like or where they’re treated nicely. In
other words, their money is going where they feel valued.
Most businesses do a fairly good job “pleasing” customers
— getting orders right and delivering them on time, but
that bar isn’t nearly high enough. Here are 22 ways to meet
today’s major challenge of making customers feel valued:
1. Never ask a customer to call back. It’s
rude and demeaning. Take their number and
call them back or let them know who will be in touch
with them.
2. Never leave customers hanging. Always
close the loop by letting them know what to expect
or what’s going to happen next. It relieves frustration,
uncertainty, and unnecessary unhappiness.
3. Always follow up right now. Fast action is
impressive; it says you care.
4. Ask customers if they would like help
in filling out forms. This takes away the
drudgery. Just the offer alone sends the message that
you’re willing to take the time to be helpful.
5. Make all messages, written and
spoken, customer centric. Start by never
using “I” or “We.” They’re a turn off. Work at keeping
the focus on the customer.
6. Give customers a contact person. There’s
nothing worse than feeling abandoned and that’s
what happens to customers when they can’t penetrate
a corporate firewall. Having a personal connection
relieves stress.
7. Never let the size of the sale influence
the way you treat a customer. When
making a large purchase, customers expect the
“red carpet” to be rolled out. But when a customer
gets the same attention making a small purchase, it
creates a lasting positive impression, one that keeps
them coming back.
8. Never fail to acknowledge a customer
even when you’re busy. Failing to do so
may be the unforgiveable business sin. It diminishes
the customer, is never forgotten, and damages the
relationship.

9. Never make excuses.
They’re always a failed attempt
a make yourself look good.
They send a message to others
that you’re weak and deceitful,
someone who can’t be trusted.
10. Always ask questions.
There is no substitute for getting
another person to talk. Customers
will be surprised and impressed
because they’re always afraid no
one will listen.
11. Give believable answers when you’re
asked questions. Short answers satisfy
customers, but always ask if what you said is clear.
12. Never leave a customer wondering. The
test comes after the customer leaves or you get back
to the office. That’s when they get to thinking about
what you said — and when the questions come to
mind. Always encourage them to call, email, or text
you.
13. Be precise when you tell a customer
you’ll get back to them. Let them know
when they can expect to hear from you, and, if there’s
a change, keep them informed. It’s a matter of trust.
14. When there’s a problem, take
ownership. Now the customer can relax and
not worry about what might go wrong. They know
someone will follow through for them.
15. Surprise them with something
unexpected. It may be free shipping, upgraded
delivery, a discount on their next purchase, a gift card,
a discount, or an enhanced warranty.
16. Acknowledge purchase anniversaries.
Shows your appreciation and keeps you top of mind.
You might send a letter with a gift certificate or some
other indication of your appreciation.
17. Help people feel good about their
purchase. Reinforce its value: “This will be an
enjoyable addition to your home,” “You’re going to
have a lot of fun driving this car,” “Your friends will
enjoy coming to visit,” or “You’ve made a terrific
choice.”
18. Check-in with customers a week after
making a purchase. Make it a time to ask if
they have questions and what they like best — and
least — about their purchase. They’ll appreciate your
continued interest; that you haven’t forgotten them.
MOST COMPANIES WANT TO DO
THE RIGHT THING BY THEIR
CUSTOMERS. YET, FAR TOO MANY
FALL SHORT, BELIEVING THAT
GIVING THEM A GOOD DEAL OR
SCHMOOZING THEM IS ALL IT
TAKES
19. Use the one word that reassures
customers. When customers ask you to do
something, say, “Sure.” Then figure out what to do —
and do it.
20. Help customers avoid “buyer’s
remorse.” Customers always want to
feel good about their purchases. Yet,
feelings of uncertainty often set in and they doubt
their decision. To help them avoid getting “cold feet,”
remind them why they made the purchase, what they
liked about it and share third party testimonials to
validate their decision.
21. Always say “Thank you.” Every conversation
is an opportunity to express appreciation, whether it’s
responding to a problem, greeting a new customer,
hearing about a mistake, or getting an order.
22. Stay in touch. Getting customers is hard work;
keeping then is even more demanding. Send periodic
emails, but don’t make them ads! “Buy, buy, buy”
drives them away. Offer helpful information and be
sure to ask their opinion of a product, service, or
customer experience.
Most companies want to do the right thing by their
customers. Yet, far too many fall short, believing that giving
them a good deal or schmoozing them is all it takes. It isn’t
Actor and director Adam Arkin says it’s hard to believe that
the factor affecting the final outcome of a film is still news:
“When people are treated well,” he says, “and they’re
made to feel valued, they give 110 percent.” That goes for
customers, too.
John Graham of GrahamComm is a marketing and sales
strategy consultant and business writer. He is the creator
of “Magnet Marketing,” and publishes a free monthly
eBulletin, “No Nonsense Marketing & Sales Ideas.”
Contact him at jgraham@grahamcomm.com, 617-774-
9759 or johnrgraham.com.
14 THE BIG I VIRGINIA WINTER 2020

WHAT I’VE LEARNED IN 10 YEARS
By Claudia St. John, SPHR, SHRM-SCP, President – Affinity HR Group, Inc.
T
he year 2020 marks Affinity HR
Group’s 10-year anniversary.
As we prepare to celebrate the
occasion, my team asked me to compile
the top 10 things I’ve learned over that
time. Surprisingly, this exercise was not
easy. Here’s what I came up with:
10 - Our culture is a reflection
of our personal biases. Over the
years I have learned that, unintentionally,
my personal values, perspective,
strengths and even my weaknesses have created the
culture we have today. For example, we don’t “sell” our
services, we offer our expertise. Our reputation means
more to us than money. We care personally about our
clients – they are our friends. These are aspects of my own
personality. For better and for worse, my personal biases
are culturally embedded in everything we do.
9 - Hire carefully and intentionally. If I’ve
done one thing right over the years, it’s that I’ve hired
amazing talent. I have always sought to hire those who are
smarter and more knowledgeable than I am. And attitude
has always trumped experience. I also hire for diversity
of behavioral style and perspective. In the beginning, I
hired people who were just like me. We had a lot of fun
but were not very successful because we shared the same
blind spots. Our team is now behaviorally diverse and that
difference of perspectives results in more thought-out and
successful decisions and outcomes time and time again.
8 - Know your limitations and don’t be
afraid to ask for help. Over the past 10 years, I have
been fortunate to hire coaches and advisors to help teach
me how to be a better leader. From helping with a pricing
and marketing strategy when we were just starting out, to
hiring a business coach to help us get to the next level of
growth, I simply didn’t have the knowledge or experience
to tackle those challenges on my own. Even coaches need
coaches. I learned to recognize my limitations and ask for
help when needed and, on occasion, to trust myself when
that advice didn’t seem appropriate.
7 - When in doubt, say “yes.” From the very
beginning, when asked by a national trade association to
put together a company to offer HR services to association
members, I had no idea how to do it. I acknowledged my
lack of experience in creating and running a company to
16 THE BIG I VIRGINIA WINTER 2020
THERE IS NO CLIENT, NO
PROJECT, NO REVENUE STREAM
MORE IMPORTANT THAN THE
INCREDIBLY TALENTED PEOPLE
WHO HONOR ME BY WORKING
FOR ME.
satisfy the request, but I said yes anyway. Since that time,
when asked by a client or an association to put together
a new program or provide a new or unique service, we’ve
always admitted that we were learning and experimenting
but enthusiastically accepted the request. Saying yes and
taking risks have been critical to our success.
6 - Choose your clients well. There is an ancient
proverb that states, “The fish rots from the head down.”
Boy is this true! Occasionally, we have worked with clients
whose culture or character didn’t align with ours. We have
never been shy about declining a client request or, in
rare instances, firing a client if we feel they will not be a
good partner or if I feel they will not treat my team with
respect. At Affinity, we can all recall the day we were secure
enough, operationally and financially, to fire an abusive,
albeit influential client. For us, it was a day of celebration.
5 - Shut up and listen. As an admitted and
extreme extrovert, I know I have the capacity to talk more
than I listen. Because of this, I have made mistakes in not
listening for nuance or special needs. If you don’t listen,
your solution may not solve your client’s actual needs, just
as when all you have is a hammer, everything looks like a
nail. Now I intentionally put my hammer down and listen.
I’m not always successful, but whenever I can, I shut up
and listen.
4. - Don’t manage. Lead. I’ll admit it, I’m a
terrible manager. I don’t have all the ideas. I struggle
with setting clear expectations. And establishing and
enforcing deadlines? Forget it. Fortunately, I have hired
professionals who are competent and fully capable of
managing themselves so I don’t need to. Instead, I provide
the resources, guidance and vision and then get out of
the way. My job description is simple: I lead people and
manage situations. I leave the managing to those with the
skills to do so effectively.

J.D. POWER AND BIG ‘I’ STUDY HIGHLIGHTS
INDEPENDENT AGENT CHALLENGES
A study recently released by J.D. Power
in alliance with the Big “I” highlights
consumers’ need for a more personalized
approach and areas in which independent
agents need to up their game in order to
remain competitive.
By Olivia Overman
Independent agents must adapt
to maintain dominance among
distribution channels due to
COVID-19, rising competition and
evolving consumer appetites, according
to the J.D. Power U.S. Independent
Agent Performance and Satisfaction
Study (https://bit.ly/3fV8KnB), which was
developed in alliance with the Big “I.”
The COVID-19 pandemic has
accentuated consumers’ need for a more
personalized approach, and the study
highlights areas in which independent agents need to up
their game to remain competitive with direct-to-consumer
insurers.
The study “provides excellent insights into the evolution
of the independent agency channel and serves as a guide
for the development of more productive agency and
company relations,” says Madelyn Flannagan, Big “I” vice
president, agent development, education and research.
“The Big ‘I’ values the partnership with J.D. Power on this
annual survey.”
“The effects of COVID-19 have highlighted the importance
of personalized insurance as consumers seek help
INDEPENDENT AGENTS WRITE
58% OF ALL P-C POLICIES BUT
THEIR MARKET SHARE IS
FALLING, PARTICULARLY IN
PERSONAL LINES AUTO WHERE
AGENTS WRITE JUST 31% OF ALL
POLICIES.
navigating their way through this period,” says Tom Super,
head of property & casualty insurance intelligence at J.D.
Power. “Ironically, in many instances, it was direct-based
carriers, which have made a concerted effort in recent
years to emulate the high-touch and high-quality agent
experience, that were able to step up and deliver during
this crisis.”
More than one-third (36%) of agents say they were unaware
of their carriers’ efforts during the pandemic. While 42% of
independent agent customers say they were contacted to
help manage their policy costs during the crisis, 52% of
direct customers say the same, according to the report.
18 THE BIG I VIRGINIA WINTER 2020

“The independent agent channel should use this as
a learning experience and redouble efforts toward
improved alignment, execution and efficiency to drive
more beneficial customer outcomes,” Super says.
Other key findings from the report include a focus on
the current challenges facing agents:
1) Traditional agents versus virtual
agents. Four-fifths of consumers surveyed say they
would be open to working with virtual insurance agents
to perform core insurance activities, indicating that
the traditional agency distribution is threatened by
technological innovation.
2) Progressive’s influence grows. Independent
agents write 58% of all p-c policies but their market
share is falling, particularly in personal lines auto where
agents write just 31% of all policies. Progressive’s agency
channel accounts for 52% of all personal lines’ growth,
solidifying its expansion across both direct and agent
channels.
3) Working with carriers. Satisfaction among
independent agents is highest when carriers offer
diversified products such as those that allow agents to
offer flexible design and onboarding or enabling them
to offer product bundling for clients. Fewer than half,
at 43%, of independent agents indicate receiving such
support from carriers.
4) Digital support and satisfaction. Email
and online dashboards are agents’ preferred means of
communicating with insurers as well as those that drive
focus on sales, product training and identification of
cross-selling opportunities. While associated with high
levels of agent satisfaction, these digital offerings are
used by fewer than 60% of agents.
5) Cost efficiency and agent satisfaction. The
study finds that simply paying agents a higher
commission does not translate to higher agent
satisfaction and improved business outcomes. Many
of the top-performing agent-based insurers have been
able to maintain expense discipline while also delivering
on agent expectations, according to the report.
6) Alignment with carriers. Among the
independent agents in the study, overall satisfaction
with carriers that demonstrate better market alignment
is 126 points higher (on a 1,000-point scale) than those
carriers that do not provide adequate support for
targeted markets.
Olivia Overman is IA content editor.
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7 WAYS THE BIG ‘I’ HAS YOUR BACK
As the coronavirus pandemic created untold levels of instability across all
levels of society, the Big “I” has been a hub of resources to help its members.
By Will Jones
As the coronavirus pandemic created untold levels of
instability across all levels of society, the independent
agency system was shaken to its core. But if one
thing could be relied upon, it’s that the Big “I” was going to
be there for its members.
The award-winning Big “I” coronavirus resource page
(https://bit.ly/2JrsN10) has been home to webinars,
marketing resources, HR help and more, responding to
member needs on a daily basis. Here are seven ways the
Big “I” has been supporting you:
1. TECH
As the realities of continuing agency operations during
the pandemic hit home, agencies were forced to rely on
technology in ways they had never done before, creating
technology challenges in two categories: agency staff and
customers.
As agencies transitioned to a near 100% remote workforce,
challenges involved not only providing the right technology
and system access to all staff, but also readdressing internal
job roles to pivot to the new normal. In conjunction with
Work At Home Vintage Experts (WAHVE), the Agents
Council for Technology (ACT) https://bit.ly/3qcbMsl
revised and released Workplace Flexibility and Remote
Work Best Practices, which contained must-haves and tips
for successfully implementing a work-from-home program.
Meanwhile, adapting to the digital world meant confronting
challenges with meeting customer needs without face-toface
interaction, while also providing immediate and quality
service. As interactions and document sharing moved
online via webchat, self-service and mobile functions, ACT
reiterated their Agency-Customer Texting and eDelivery
Agreements to help ensure agency compliance when
meeting clients’ digital demands.
In addition, agencies contended with increased exposure
to cyber threats. ACT released several on-demand
webinars discussing risks and solutions for implementing
a healthy, secure agency environment for both staff and
customers, along with their new Agency Cyber Guide
3.0 resource. Further, as agencies relied on their website
as their new storefront, ACT reminded members of the
lurking dangers surrounding ADA compliance by reissuing
resources to keep agencies safe from an often forgotten,
yet potentially catastrophic, threat.
In many ways, the coronavirus pandemic has served
as a confirmation of tech in the independent agency
system and “is going to have a lasting impact, because
it has given agencies the shove forward that they’ve been
commiserating on,” says Ron Berg, executive director of
ACT. “Now, the independent agency channel has to move
forward and view the digital world as necessary.”
2. HR
One of the things that makes the independent agency
channel special is its people. As the pandemic put neverbefore-seen
pressures on businesses of all sizes, the Big
“I” partnership with Affinity HR Group Inc. (https://bit.
ly/3qeSG4T) sought to relieve the biggest pain points
around ensuring agency employees were protected from
the pandemic’s many ruinous consequences.
WINTER 2020 THE BIG I VIRGINIA 27

Not every independent agency is large
enough to demand a full-time HR
professional. However, agencies were
faced with navigating the new Emergency
Paid Sick Leave and Emergency Paid
Family Leave regulation, applying for a
Payment Protection Plan (PPP) loan and,
worst of all, dealing with infections in
their workplaces.
“All of these issues required knowledge
of HR. It seemed like every week brought
a new set of complex decisions and
most agency owners just wanted to do the right thing,”
says Claudia St. John, president of Affinity HR. “By far the
hardest part is dealing with employee exposures and how
to keep them, their family and the workplace safe and
healthy.”
As businesses turned their attention to reopening offices,
agencies began to realize that reopening was an even
bigger decision than closing had been. Questions flowed
in about restructuring the physical workspace, whether
to require masks, sanitizer use and temperature checks,
offering accommodations for childcare issues, and
staggering employee returns.
Since March, the Big “I” has been working closely with
Affinity HR to provide as many resources as possible,
including sample HR policies for agencies reopening and
closing their offices, as well as webinars, whitepapers and
weekly Facebook Live call-in sessions to answer member
questions.
3. THE TRUSTED CHOICE® COVID-19
RELIEF FUND
In April, Progressive Insurance donated $2 million to establish
the Trusted Choice® COVID-19 Relief Fund (https://bit.
ly/3fT1bh7) in response to the economic and operational
challenges the coronavirus crisis presented to independent
agencies. Later that month, Foremost® Insurance and
Bristol West® Insurance donated $500,000. Shortly after,
National General Insurance donated $250,000 and New
Jersey Skylands donated an additional $50,000.
The fund is being dispersed directly to independent
agencies via an online Big “I” application process. While
not intended to provide funds for payroll, the funds are
available to Big “I” members to cover out-out-pocket
expenses for technological purchases that facilitate
continued client servicing, as well as hardships connected
with an employee who has died as a result of COVID-19.
As the pandemic has developed, the funds have been
more frequently used to pay for the costs associated with
reopening offices, such as masks, personal protective
equipment, cleaning supplies and new furniture. Overall
grants have ranged between $500 and $8,500.
28 THE BIG I VIRGINIA WINTER 2020
THE CORONAVIRUS
PANDEMIC MEANT THAT THE
RULEBOOK FOR NEARLY
EVERY ASPECT OF BUSINESS
HAD TO BE REWRITTEN —
ESPECIALLY MARKETING.
“Currently, we’ve helped over 675 agencies and distributed
over $1.5 million,” says Madelyn Flannagan, Big “I” vice
president, agent development, education and research.
“We’re working to ensure that agencies can continue their
operations and keep their employees safe by providing
funds for telework or safety measures in their offices. There
are many things they’ve never had to consider before.”
4. DIVERSITY
After the 2020 Level Up Summit, Big “I” Diversity (https://
bit.ly/36pnCYt) began the year on a high. However, over
the past few months, “we’ve had two pandemics,” explains
Whitnee Dillard, Big “I” director, diversity & inclusion.
“One focused on coronavirus, the other focused on social
and racial injustices.”
Amid the upheaval of both pandemics, Big “I” Diversity
highlighted the importance of being a leader in the
community by embracing the human side of all that has
taken place during a three-part webinar series called
Inclusive Leadership as We Work Towards a New Normal,
which explores the unique challenges agencies, their
staff and their customers may be facing during this
unprecedented time.
Big “I” Diversity also engaged with association staff on
a national and state level and top-level executives at
national carrier partners discussing how to make a positive
influence and become an inclusive leader.
“We’ve been holding ‘Courageous Conversations’ at Big
‘I’ national to address issues surrounding race in America,
as well also holding calls with state association staff to
talk about what’s going on and how they should address
it,” Dillard adds. “When your community sees you and
other leaders rise up in these unprecedented times, the
community itself rises up. We’re asking our members to be
an MVP for your community.”
5. EDUCATION
As states closed public spaces to flatten the curve, business
owners looked to their insurance policy and their agent for
both answers and support. Business interruption insurance
attracted the most attention with even President Trump
weighing into the debate by suggesting that uncovered

losses should qualify as covered business interruption
claims.
However, since the outbreak occurred, “nearly every
common coverage has come under a microscope,”
says Chris Boggs, Big “I” executive director of risk
management and education. “Most of the media is still
focused on business income and will be for quite a while,
but the industry has had to review just about every line of
business.”
After the initial shock of business interruption died
down—even though debate in Congress continues—auto
coverage for food delivery became a key topic on both the
personal auto and business auto side, as well as workers
compensation for individuals who may have contracted
the virus at work. Then, as protests against social injustices
were followed by rioting, questions surrounding damaged
business property and whether a business was “vacant”
weren’t too far behind. As businesses reopened, general
liability also came into focus.
In addition to publishing a myriad of articles, the Big “I”
Virtual University (https://bit.ly/2Jrugo2) recorded multiple
webinars which attracted over 11,000 viewers, illustrating
the demand for answers surrounding liability, coverages
and best practices during the pandemic.
6. MARKETING
The coronavirus pandemic meant that the rulebook
for nearly every aspect of business had to be rewritten
— especially marketing. As certain messages became
outdated, insensitive or no longer appropriate for the new
economic climate, Trusted Choice® set out to give Big
“I” members new and much-needed marketing resources
since many did not have the time and resources to develop
a new campaign on short notice.
With the nation under lockdown, Trusted Choice created
the Marketing in a Crisis Guide and the Stronger Together
campaign, as well as continuing to offer digital reviews to
equip agents with the tools they need.
“We had been working on a national brand campaign
but had to pivot in a new direction due to COVID-19,
so we knew many agents would be in the same boat to
find appropriate messaging while still promoting their
services,” says Kasey Connors, vice president of marketing
operations, Trusted Choice. “We created the Stronger
Together campaign to highlight agents as local trusted
advisors, always there no matter what the circumstances.”
Simultaneously, the national marketing brand created
exclusively for Big “I” members set out to highlight the
value of independent agents during a trying time. At
the beginning of August, Trusted Choice launched a
television advertising campaign on CNBC and a national
brand campaign on Hulu and YouTube to drive insurance
shoppers to TrustedChoice.com. Last year, the website
received a record of 7 million insurance shoppers. Most
recently the site welcomed over 500,000 insurance
shoppers in May, while July it provided around 36,000
agency recommendations.
During a time of increased television viewership and price
sensitivity in insurance shopping, “it’s just another way
that we’re providing benefit to our members by elevating
the Trusted Choice brand, particularly in a time when they
might be cutting their spend on marketing,” Connors
adds.
7. GOVERNMENT AFFAIRS
In Washington, D.C., the Big “I” Government Affairs
(https://bit.ly/39pZKpv) team has been fighting on
multiple fronts, with most attention focused on supporting
legislation to provide financial support to Big “I” members
and their business clients, as well as pushing back against
harmful and shortsighted proposals that could directly or
indirectly impact independent agents in the future.
Over the past few months, the Big “I” Government Affairs
team scored multiple victories. As a staunch advocate
of the PPP and the CARES Act, the team has also been
successful in opposing numerous harmful retroactive
business interruption insurance proposals.
Like insurance agencies, meetings and interactions on
Capitol Hill needed to change. “We had to quickly adapt
to an all-virtual world, which meant staying engaged with
members of Congress and staff via phone and video calls
and tapping into our extensive grassroots network as
members of Congress remained at home,” says Charles
Symington, Big “I” senior vice president of external,
industry and government affairs. “We also attended
virtual fundraisers to provide campaign support to elected
officials as the 2020 election approaches.”
The biggest adaptation the association made was moving
the annual Big “I” Legislative Conference to an all-virtual
event. “It was critical that Big ‘I’ members understood the
new coronavirus issues in Washington, D.C., heard directly
from leaders in Congress and were able to engage with
their elected officials to deliver their message,” Symington
says.
The maneuver was pulled off in large part due to the
prowess of the Big “I” Communications team, which
Symington refers to as “the glue that holds the Big
‘I’ together,” because they do so many things for the
association. “The production aspects fell squarely on the
communications team’s shoulders,” adds Symington. “The
switch to the virtual event was managed brilliantly by the
communications team and they deserve much of the credit
for the success of the event.”
Will Jones is IA managing editor.
WINTER 2020 THE BIG I VIRGINIA 29

STAFF PROFILE
GETTING TO KNOW TERI CHESTER
IIAV DIRECTOR OF FIRST IMPRESSIONS
How long have you been working at IIAV?
This go around it will be 10 years in February. I was here
for five years before and then gone for 10 years to “nanny”
my grandchildren until they went to school.
What does your job entail?
I am at the front desk and answer the phones. Bob gave
me the title “Director of First Impressions.” I keep our
database current and work with Don Bragg in membership.
I am first in line for all incoming correspondence and
process criminal background requests. I have multiple
other responsibilities. Our motto here concerning jobs is
“and other duties as assigned.”
What do you like most about your position?
I like interacting with our members and the other people
that call. Because my job is so diverse, I never get bored!
What’s your education background?
I graduated from high school and then took a few classes
at Reynolds Community College, all in the medical field.
What was the first job you ever had?
I worked as a salesclerk at Park Lane Hosiery while in high
school.
Tell us about yourself.
I am married and grandmother to two teenagers! My
favorite pastime is spending time with my husband,
children and grandchildren. Up until COVID-19, I was very
active in my church and I hope to be again soon! I love to
garden flowers and vegetables. I also enjoy re-decorating
my home. I paint, put up tile, sew curtains, upholster and
refinish furniture, all that kind of stuff. I like reading and just
being outside.
What are you most proud of, personally or
professionally?
Personally, I am most proud of my family. My husband is
an actor, my son and daughter are both musicians. My
granddaughter has a beautiful voice and my grandson is a
wicked smart computer tech!
Professionally, I’m quite proud that Bob hired me back at
IIAV since he says he never does that! Also, that I’m able
to navigate this new tech world at my age.
Name something people would be surprised
to know about you.
My co-workers call me “crusty.”

A QUESTION OF VALUE
TAKE CARE OF THE TEAM
David J. Dillon
John Horace recognized that the stats are
beyond dispute. Whether he looked at the
Employee Engagement survey conducted
by Gallup, or the American Psychological
Association’s Stress in America poll, it’s
undeniable: 2020 has been extraordinarily
challenging for agency leaders working to
build a success and value story. John was
working harder than ever as a leader, but
employee engagement, individual stress,
agency culture, and overall team health are all
under significant pressure – and it seems like
there’s no end in sight.
WHEN COMPLETING YOUR
2021 BUDGET, INCLUDE AN
INVESTMENT FOR TEAM
HEALTH. THE IMPACT ON
YOUR AGENCY SUCCESS AND
VALUE STORY WILL PROVIDE
AN ATTRACTIVE RETURN ON
INVESTMENT.
John had heard various advisors recommending a “take
care of the team” approach to focus on the staff as essential
to keep hitting the numbers. Moving from survive mode
to thrive mode only happens when your team is strong
enough to focus, execute, and drive results. While the
insurance industry has remained relatively resilient, these
pressures on the team’s success continue to linger.
John is well aware that even in normal times, factors like
staff retention, second-tier leadership, and brain drain are
“potholes” for an agency’s success-and-value story – but
they’re even more critical now. To plan for a discussion
with his leadership team, John jotted down some new
questions to ask and actions to take right now to address
these challenges and keep the agency’s objectives on
track.
NEW QUESTIONS TO CONSIDER
• Right now, what is our level of team health?
• How engaged is each member of the team? How
engaged is the customer-facing team?
• Going forward, what changes should the leadership
team consider to address agency culture and team
health?
ACTION ITEMS TO TAKE
www.istockphoto.com/ tatianazaets
• Make an unbiased evaluation of your team’s
effectiveness during the COVID-19 pandemic.
• Consider leveraging assessment tools available to help
determine your employees’ levels of engagement,
stress, and other considerations of these challenging
times.
• Think like a buyer. As a leadership team, determine if
your agency culture and team health have a positive
or negative impact on performance.
• When completing your 2021 budget, include an
investment for team health. The impact on your
agency success and value story will provide an
attractive return on investment.
David Dillon is a licensed P&C agent in 25 states and
an IIAV associate member as owner of Watney Insights
Network, Inc. His “why” is to collaborate with successful
agency professionals to solve big, meaty challenges,
so that together they “raise their game” to accomplish
meaningful results for success and fulfillment. His
contact information is ddillon@WatneyInsights.com,
703.648.0584 (O) and 703.785.9440 (M), and daviddillon.
focalpointcoaching.com.
32 THE BIG I VIRGINIA WINTER 2020

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6 STEPS TO CREATE CONTENT FOR
SEARCH ENGINE OPTIMIZATION
By structuring your agency’s website content around keywords potential
readers are searching for, you can bring in traffic and even new customers.
Here are six steps to create a solid content plan.
By Kelley Smith
When it comes to search
engine optimization, you
may have already taken
those first steps by investing a lot of
thought and time into the structure
of your site (https://bit.ly/37nTD2a)
and your target keywords (https://
bit.ly/33xcNSh).
Using the data from your keyword
tools and your competitive analysis,
you are ready to start developing
your content plan. Here are six steps
to help you move forward:
1) Finalize your list of
target keywords. Review
your prioritized list of keywords. If
you haven’t already done that, get
started now.
You likely have them ranked by level
of difficulty, based on the strength of
current results and how popular each
word is. Next, it’s important to assess the
search intent of each keyword and if you
can group any keywords together.
For example, terms like “home insurance
first time home buyer” and “when to get
home insurance” could be considered an
informational search. We can guess that this customer is
about to purchase their first home and has never purchased
home insurance before. A piece of content explaining
home insurance considerations would be very helpful to
this consumer.
2) Assess the content you currently
have. Once you have grouped your keywords by topic
and assessed search intent, take a look at the content you
already have.
Consider all your current site pages and any content
that may live outside your site. This may include videos,
interviews, emails or white papers. Don’t forget to also
utilize Content To Share from Trusted Choice® (https://
IT IS IMPORTANT TO SHOW THE
CUSTOMER HOW YOU ARE HELPING
THEM AND NOT FOCUSING TOO MUCH
ON YOUR SALES PITCH.
bit.ly/39tzFpt) to help build on your existing library of
videos, graphics, and images.
Decide if any of your existing content can be edited or
repurposed to help your site rank for any of your keywords.
If not, identify any gaps that will require brand new content.
You can also likely use your keyword research tool to see
what keywords your current web pages are already ranking
for.
3) Decide what content you should
create. Once you have identified the gaps in your
content strategy, you will need to decide what content
you want to create. If your strategy is structured around
product lines like “best home insurance in Chicago,” you
WINTER 2020 THE BIG I VIRGINIA 39

IF TRAVELING,
HAVE A NEIGHBOR
CHECK YOUR HOME
REGULARLY. KEEP
DOORS LOCKED AND
HOLIDAY GIFTS OUT
OF SIGHT AND AWAY
FROM WINDOWS.
NEVER POST TRAVEL
PLANS ON SOCIAL
MEDIA.
• Be aware of other drivers in parking lots when opening
doors and backing out of parking spaces.
INSIDE YOUR HOME
Before the excitement of the holidays begins, it’s a good
time to prepare your home for the season. Below are some
tips to ensure a safe and peaceful holiday season.
• Have your fireplace, woodstove or other heating
options professionally inspected and cleaned before
use.
• Replace smoke alarm and carbon monoxide detector
batteries.
• Keep an unexpired, wet chemical fire extinguisher
readily available and easily accessible.
• Before stringing your holiday lights, check all strands
for frayed ends and cracked bulbs. Turn off holiday
lights before leaving for the evening or before going
to bed. Never leave burning candles unattended.
• If traveling, have a neighbor check your home regularly.
Keep doors locked and holiday gifts out of sight and
away from windows. Never post travel plans on social
media.
• Put a light or lamp on a timer.
• Locate the main water shutoff valve in your home and
know how to operate it.
• In extremely cold weather conditions keep your heat
set to a minimum of 65 degrees to help prevent pipes
from freezing.
OUTSIDE YOUR HOME
• Disconnect all hoses and turn off the water line to
outside spigots to prevent pipes from freezing.
• Remove all leaves and debris from gutters to allow
free flow of water and preventing water from seeping
into your house.
• Trim and remove dead tree branches to prevent
damage from falling branches due to snow, ice or
wind.
• Keep sidewalks and entryways free of snow and ice to
prevent anyone from slipping and falling.
MetLife Auto & Home is one of the nation’s leading
personal lines property and casualty insurance companies.
In the event of an unforeseen occurrence, MetLife Auto
& Home is ready to quickly step in and demonstrate our
unwavering commitment to customers when they need
us most by acting as a personal guide through the claims
process. Some of the ways we support our customer
include:
1) SIMPLIFYING THE CLAIMS PROCESS.
• One-call resolution for simple claims
• Seamless rental process
• Rapid payment via electronic funds transfer
• Specialized major loss claim servicing to support rapid
recovery
• 24/7 emergency onsite assistance for home customers
experiencing a fire, smoke, or water loss
2) INVESTING IN TECHNOLOGY.
• Use of aerial certified piloted drones to conduct safer
home inspections
• Enhanced communications using two-way texting
between the customer and MetLife Auto & Home
about existing claims
• Personalized auto claims video notifications to provide
updates on the claims process
3) RESPONDING TO COVID-19.
The health of our customers and associates remains our
highest priority. Our claims adjusters may use alternative
contactless approaches to help settle claims, reducing
person-to-person contact as well as individuals’ concerns
during these times.
We wish you and your customers a very happy and safe
holiday season. Visit MetLife Auto & Home if you’re
interested in learning more about an appointment.
42 THE BIG I VIRGINIA WINTER 2020