CASE HISTORY

Maintain #1 Position Through
Tactical Follow-Through

Following the focus groups, KAAL met with the PIA board to keep them abreast of the findings, and to brief them on how the findings would be applied to the 2001 sales cycle. KAAL and PIA also created a Workers Comp task force, to meet monthly to tackle the implementation of the newly created Workers Comp strategies.

A Focus on the Sales Force
In 2001, KAAL worked with PIA and Comp Management (the administrator of PIA’s plan) to “change the Workers Comp game,” with a focus on the sales force:

• Simplified marketing materials: changed from 38-page packets to 10-page user-friendly folders
• Revised the agent sales training process
• Gathered and reviewed data to profile ideal agent, customer, etc.
• Segmented sales success by tier to better meet agent requests for information, and to reduce costs
• Developed a “Competitor Comparison” worksheet so agents could help their clients compare Workers Comp plans
• Assessed 2001 sales results and advised PIA staff and board on what strategic issues would be most critical to further success in 2002

A Focus on the Sales Channel
In 2002, KAAL and PIA worked to focus the strategy further, especially regarding the sales channel:

• Facilitated board meetings to address strategic issues, and gather input on initiatives for 2002
• Created a business plan for 2002-2003 strategic initiatives, prioritizing the solutions which were most critical
• Developed a marketing calendar that plotted strategic initiatives onto a timeline
• Initiated planning for new sales channel partnership opportunities, and implemented further improvements of marketing and sales closing materials
• Held forums with agents to determine competitive marketplace conditions, pricing, and sales messages
• Held focus groups with agency operators to understand how they promote and sell Workers Comp
• Changed agent training meetings from formal presentations to interactive breakfast/lunch discussion groups. Focused the meetings on helping agents generate new business.
• Gathered competitor data, refined pricing structure strategy
• Created profiles of agents’ prime target industries

A Focus on the End-User
In 2003, KAAL and PIA looked at how to leverage PIA’s market position, especially by researching sales related to the end-user:

• Facilitated structured board-level discussion groups on select Workers Comp issues for 2003 sales
• Implemented programs to reduce paperwork processing headaches for agents and employers
• Held a focus group with Workers Comp sellers
• End-user research with employers
• Restructured training meetings according to agents’ target industries
• Reduced “switching costs” and improved pricing strategies to increase sales
• Created longer-term (multi-year) strategy recommendations, exploring higher leverage marketplace opportunities and market forecasting

The Results
From 2000 to 2003, KAAL helped PIA generate consistent growth both in the number of clients and in overall sales. In the face of market setbacks and industry obstacles, PIA continued to be the market leader.

“It has been great to have you working with us. Your ideas have made us money—and saved us a great deal of money, as well. Your counsel is respected by everyone on my team. I also appreciate the innovative marketing approaches and techniques that you’ve been teaching us. Everyone respects your insight, directness, and sensibility.” ~ Ric Mazon, Vice President, Marketing