AAA Improves Customer Loyalty, Increases Sales and Referrals

OVERVIEW

AAA Carolinas, as a member of the AAA family, is headquartered in Charlotte, NC. The organization has over 1,300 employees and 45 locations. It is one of the largest and fastest growing AAA clubs and proudly serves customers in North and South Carolina. The culture of AAA Carolinas can be summed up in one word – WOW! They want to WOW their customers – both internal and external. Their people understand their mission and are dedicated to taking care of customers, providing solutions, and achieving desired results.

OBJECTIVES

• Implement a sales process compatible with the company’s mission and core values
• Establish a common process and language of selling focused on creating value for customers
• Create marketplace differentiation through consultative selling
• Develop long-term relationships, increase customer satisfaction and retention
• Increase multi-line sales from 1.3 to 3.0 per household

SOLUTION

To provide a “common link / common language” across the enterprise, the entire AAA Carolinas Insurance Agency sales group, along with managers and leaders, participated in the Integrity Selling® process. The goal was to provide everyone in the organization with a proven sales process that was relationship-focused versus product-focused based on strong values and ethical principles. 

The vision of leadership was to establish a benchmark for success and, ultimately, create greater value for customers. In addition, Integrity Selling® provided a coaching road map for managers and leaders. Through a focus on accentuating value versus price, agents are selling an increased number of policies with higher coverage limits as well as receiving more referrals from customers. 

To ensure the momentum continues, all new agents, managers and leaders attend Integrity Selling within their first year with AAA Carolinas.

IMPACT

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