Customer Oriented Selling

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Customer Oriented Selling

• In 1996, CNA Group Benefits shifted to
  customer-oriented selling from product-oriented
  selling, resulting in
• Record sales each year
• Increased of customers to whom we have made
  multiple sales
• 35 reduction in cost of sales
• Steady profit growth in each product segment,
  even though our focus is on customers, not
  products.

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The Cross-Sell Mentality

• Enterprise thinking
• Customer evolution
• Threshold of trust
• Two-way street

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The CNA-Bank Connection

• CNA Progeny Credit Card Affinity Group Sales
• 300M in annualized sales
• 24-hour ADD coverage
• Limits of 10K to 250K
• Program in existence for more than 30 years
• Mortgage Term Life
• Launched in 2002
• Marketing initiatives with selected banks

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Enterprise Thinking vs. Business Silos
Property Casualty Operations is by far the
largest segment
2002 Gross Written Premium 11.7B
. . . but we think of ourselves as an enterprise
not a collection of silos.
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Focus on Customer Evolution Commercial
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Focus on Customer Evolution Circle of Influence
Consultant
Broker
Agent
Employee Benefits Manager
Business Owner
Risk Manager
Business Owner
Financial Officer
CFO
Directors
Small business
Mid-sized business
Large business
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Focus on Customer Evolution Individual
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The Threshold of Trust
Seller
Seller
Seller
buyer
buyer
seller
Seller
Seller
Seller
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Two Way Street

• Speak the language of your cross-sell partners
• Property casualty insurance asset protection
• Group benefits recruitment and retention
• Life insurance wealth protection accumulation
• Make it pay for your cross-sell partners

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