Risk Services

2005STRIMA Conference

Jekyll Island, GASeptember 17-22, 2005

“The Broker-State Relationship”Building Trusted Partnerships

JC Beckstrand, ARMSenior Vice President

Aon Risk Services

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The Broker’s Challenge

“I don’t know who you are.

I don’t know your company.

I don’t know your company’s product.

I don’t know what your company stands for.

I don’t know your company’s customers.

I don’t know your company’s record.

I don’t know your company’s reputation.

Now -- what was it you wanted to sell me?

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TrustDefinition:

“Firm reliance on the integrity, ability orcharacter of a person or thing”

Webster’s

The Secret to Good Broker-State Relationships

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Elements of Trust

• Credibility

• Empathy

• Time

• Risk

• Likability

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The Beckstrand Theory of Broker Relativity

Trust = (Credibility + Empathy) Time

Riskx Likability

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“Cheshire Cat,” Alice began,

“would you please tell me

which way I ought to go from here?”

“That depends on where you want to go.” said the cat.

Lewis Carroll

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The Broker’s DNA

Creative

Problem Solver

Insightful

Enable/Help

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Establishing Trust by CreatingJoint Problem-Solving Environments

Basics• Joint identification of problems/opportunities• Discussion of both parties explicit needs• Mutual option invention• Demonstrate vulnerabilityProbable Outcomes• Mutual ownership• Mutual involvement• Optimized solutions• Enhanced relationship over time

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“Never get angry.

Never make a threat.

Reason with people.

Always seek to work out true differences…”

Don Vito Corleone

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“Working out the differences”

1. Define your concept of “service” upfront2. Establish clear objectives and goals that support

them based upon “explicit” needs up front3. Memorialize expectations and planned scope of

services in writing4. Establish working time lines, open items or

Gantt charts, with individual task ownership and clear responsibility

5. Meet frequently and talk even more

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“Working out the differences”

6. Express dissatisfaction clearly and as soon as practical

7. Do not expect scope “creep” 8. Avoid “market selection” broker contests9. Minimize (throw out) boilerplate RFP language

(employ a consultant if necessary)10.Be open to “discovery meetings” with others11.Reward success and address failure12.It’s all about...Coverage, Service and Price

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“Working out the differences”

13.Top Quality Brokers are Scarce and in Demand14.Professional Service Firms, not commodities15.Intellectual Capital has Recognizable Value16.Consider the Subjectives Objectively17.Play Together