Client-building in today's marketplaces is characterized by continuous contact, shared expectations, and mutually beneficial relationships, evolving over an extended period of time. Your objective is to build solid, long-term relationships with your on-profile clients, to service their existing business, and pursue additional sales and on-profile referrals. Yet, policyholder service can, and should, be performed for a profit, and always with specific objectives in mind. For that reason, you should approach client building and service as planned, managed activities that are proactive, systematic, and high-touch.

What Is "Proactive" Service?

Proactive service means anticipating client needs and wants by looking for specific ways to help, rather than performing perfunctory service and reacting to problems as they occur. Through this program, proactive service, as part of an effective, long-term client building strategy, can become an important new profit center for your business.