Daily sales & marketing tips for insurance professionals

1. Zappos is an online clothing retailer.
2. Zappos is an online clothing retailer that pays for shipping both ways.
3. Zappos is an online clothing retailer that is committed to customer service.
4. Zappos is an online clothing retailer that is so committed to service that it makes it an integral part of company culture.
5. Zappos is an online clothing retailer that is so wildly committed to service that it once broke its own return policy and let a woman return shoes that she had purchased for her mother before she died. In addition to arranging for UPS to pick up the shoes after the official return window had expired, they sent the grieving daughter flowers.

Last week I blogged about the importance of being purple. With this post, I give you an example of a company that could have been another brown cow in the e-commerce pasture but decided to be a purple cow. As you can see, the first three items on the list are brown cow material. The fourth is verging into purple territory. The fifth, of course, is a brilliant purple.

Maybe this would be a good exercise for your company: start with a bland statement like the one that begins this post but substitute your agency’s name and industry. Then start adding as much truthful detail as you can. How far can you go? Do you venture into purple territory?