Farewell: Alan Shulman’s Final Column

Sit down… This is going to be a strange column.

First, it’s my last one, as I have just retired.

Second, it’s structured as a self-interview.

And third, it’s written in the first person; something I have fastidiously avoided throughout my entire writing career.

Hey Alan, how did you get started in the business?

In 1973, my father, a career life agent, left his partnership to start his own P/C agency. My mother and I joined him to initiate one tiny insurance office. In the 10 years I worked there as a producer/principal, I earned my CPCU designation and learned the business old school. Agents didn’t utilize personal computers until the 1980s, so rating and policy issuance was done by hand. Our primary marketing devices were direct mail and The Yellow Pages. We became the “Alan-Shulman Agency” (note the hyphen), so our ad would be near the front of the listings.

So what did you do after those 10 years?

My parents retired and I became a partner in a larger Rochester, N.Y., office. In my seven years there, we grew quickly from about 15 people to over 50. Much of my time was dedicated to operations and new producer management, while simultaneously managing my own book of business. I left the agency side of the business after 17 years, and decided to go off on my own.

Is this when you began to output your ideas?

Yep. In 1990, I started publishing the Agency Ideas newsletter for P/C agents. In 2004, when Insurance Journal magazine went national, I was invited to write this column. It’s been a wonderful run.

Furthermore, during my 26-year career as a writer, I had the pleasure to work with some fine agent groups and company people. They all contributed to Agency Ideas longevity, in addition to the support of many loyal individual subscribers.

What are the five most important tips you can pass on to the next generation of insurance agents?

Read a lot – especially non-business books. Regularly read history and quality fiction to become a more informed person and to germinate original thoughts that you can use in your agency and everyday life.

Older insurance pros actually know something about how to survive and grow in this competitive industry. They’ve been through myriad hard and soft markets, understand how to underwrite, market, sell, and more. Listen to their take on things. Your success, while more technologically driven, isn’t entirely about social media and digital marketing.

Continuously educate yourself about insurance and how to market and sell it. Industry designations, like CPCU and CPIA, are helpful in this regard.

Appreciate the value of real human interaction. Successful producers often credit their relationships with insureds, company people, and others for their winning careers. Digital connections, while more numerous, are typically ephemeral.

Remember the importance of humor in business and in life. Just because the industry thrives on fear, you can’t let yourself be enveloped by it. Use insurance humor as both a coping mechanism and as a marketing tool. It helps to get you noticed in the marketplace – and it’s fun!

Farewell. This is my final column as I enter retirement. Thank you to everyone who has taken the time to read my ideas. Be well and enjoy life. Email: agencyideas@gmail.com.