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PANNING FOR
GOLD
by Ron Webber
In the days of this country's gold
rush, some prospectors discovered large veins of gold, which became
highly profitable gold mines. Others simply used pans to sift through
the waters and sands of the creeks and rivers to capture the gold dust
and occasional nugget.
If you are in the insurance agency
business, you certainly know that you haven't found a gold mine, but I
can tell you that many agents are overlooking a lot of gold dust and
some real nice nuggets.
Just where is this gold you ask? In
a place, most non-standard specialty auto agents never think to look.
They think they don't have time to look, but most change that idea after
trying it a few times - that's why we call it "Panning for
Gold". It is "found" money.
Insurance companies and General Agencies would not
knowingly fail to pay any commissions due your agency, but with the
volume most companies' process, mistakes are commonplace - and they
usually cost the agency, not the company.
If you do not reconcile your company statements,
you are leaving money on the table. How do you know you are being
properly credited and paid by insurance companies? What about all those
cancellations and reinstatements? Sure, you're being charged the return
commission on the cancellation, but are you getting credit for the
reinstatement commissions?
Insurance companies want the correct agency to get
credit for their sales, but until we reach the point where all policies
are being uploaded, errors will be made entering the agent's code.
I have always been one of those unusual agents
that could not wait for the company statements to arrive, so I could
start tackling the reconciliation of those statements. Of course, I have
an accounting background so I like that kind of stuff. Many of you
remember the days when most statements were net bill and many were
account current. Now that most companies are direct bill and more are
becoming "as earned," why do you need to reconcile these
statements?
We all know that if you have an insurance company
that is an "agency or net bill" type company, you must
reconcile those statements first, because you generally have to write a
check for the return premiums or account current amount due. If you let
these statements slide, you are asking for trouble. And if the company
allows outside financing, you have to calculate that into the formula
and the task gets more complicated.
The best business practice is to operate a
suspense system that will confirm that all policies get issued at the
correct premium. Years ago, we used invoicing systems that were
dependent on everything being in the right place, and nothing getting
buried in the wrong slot. For the most part, it worked, but involved
more paper being added to the system. Balancing a net bill statement,
many times took days and you did not have too many days until the bill
was due. Back in the 1970's and 80's many agencies operated very
productive accounting systems, but it was very paper and labor
intensive, but commissions were higher and we could better afford the
labor.
Every policy and invoice that reached the agency
was manually checked for accuracy. If anything did not clear the
calendar in a reasonable amount of time, you were on the phone and
asking the company to track it down. It may have been lost in the
mail or coded to the wrong agency. Bookkeeping in a typical 1500-client
agency was a full time job.
Slowly the late 80's and 90's brought about the
industry trend to change everything to direct bill. Sure, it made
cash flow for the agency a lot tighter, but after a few months no one
noticed especially around the 10th of
the month when the checks started arriving with the monthly statements.
Since the agency was now sending all the money to the company and the
company was sending them their monthly commissions for the full term of
the policy, reconciling all those statements, became a lost cause.
Some of you that reconcile everything every month
might think I am kidding, but in the almost 300 agencies that I have
worked with during the past 7 years, most had not reconciled a direct
bill statement for over two years.
If you have an agency that is generating
$150,000.00 in annual commissions, you have a possible 10% error ratio
or $15,000.00 of your money. I have heard many "gold nugget"
stories from agents who have begun reconciling monthly statements. Many
have found almost unbelievable errors on their monthly statements, some
totaling $1,800 - $2,400.
And how about those "as earned"
statements, how do you ever keep up with your commissions receivable
from the companies? One agent recently told me, "I can't afford a
full time bookkeeper to check all those statements and I have to trust
the companies to do it right." My response was, "you can
afford to throw money away, but you can't afford to check the
statements?". Is there a solution? I am glad you asked.
The answer is automation in combination with good
business practices. For as little as $150.00 per month, you can automate
your insurance agency with an agency management system. You can
have an automated invoice created every time you write, endorse, cancel,
reinstate, or renew a policy. An automated open binder suspense file is
created to verify that every policy is received and alerts you if one
does not get issued, preventing a possible E & O problem. When
the policy get issued and is received in the agency, someone must take
the time to check every policy for accuracy of coverage, content and
premium. You must enter every cancellation and reinstatement with the
correct premium deduction and addition.
At this point, the actual comparison of the
statement issued by the company and your system reconciliation will be a
breeze, because you have been setting up the reconciliation all month a
little at a time. You are also fulfilling your role as an agent and
making sure that the client receives the correct coverage at the proper
premium. It is still part of the job. It did not disappear when direct
bill came on the scene.
The reward is twofold. You will receive the proper
commission for your work and you have lowered your E & O potential.
Pretty good deal for only $5.00 per day for an agency management system.
If I can help you with your automation process, call me and lets talk.
Until next month, keep automating those agencies; I really believe it is
the only way that you are going to survive in the 21st
Century.
Remember, the bottom line is "Automation equals Productivity
and Profitability."
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