This chapter started with an introduction to Ryan Guillory, owner/agent of an independent insurance agency and branch owner of The Woodlands Financial Group (TWFG). While representing about 75 different personal and commercial lines insurance carriers, Guillory focuses specifically on home, auto, life, and commercial insurance. As he keeps a tab on market information on captive agents and companies that sell directly to the customer, Guillory’s philosophy is to get his customers the very best coverage available at the best rate available.

We now know how salespeople such as Guillory focus on value-added selling strategies to enhance personal selling. We also know that salespeople who strategically build partnering relationships are rewarded with repeat business and referrals. As a strategic seller, the salesperson understands that the customer supplants the product as the driving force in sales and that greater emphasis on adaptive selling and strategy that create customer value is needed.

High-performing consultative salespeople such as Guillory are constantly learning new product knowledge, competitive offerings, industry trends, and customer needs. As a graduate of the Program in Excellence in Selling at the University of Houston, he takes time out to visit trade shows and do continuing education courses. He keeps in touch with friends who are also insurance agents to discuss what they are seeing in the industry. He also subscribes to Insurance Journal magazine and reads insurance articles online every day.

Questions

1. Does it appear that Ryan Guillory has adopted the three prescriptions of a personal selling philosophy? (See the Strategic/Consultative–Selling Model.) Explain.

2. What prescriptions of the relationship strategy (see the Strategic/Consultative–Selling Model) have been adopted by Guillory? Describe why a relationship strategy is especially important in personal selling.

3. Value-added selling is defined as a series of creative improvements in the sales process that enhance the customer’s experience. Describe the various ways that Ryan Guillory can create value for his customers.

4. Why would it be important for the marketing-support personnel (marketing research, product managers, advertising and sales promotion, et al.) employed by TWFG to understand personal selling? Can you describe any marketing-support people who would benefit from the acquisition of personal-selling skills?