We all know the jingle “15minutes could save you 15 percent or more on carinsurance.”  We can even picture the lizard when we hearit.  But here's the million dollar question: Did it workon you?  Did you call GEICO?  Are you now a proudcustomer?

I have nothing against GEICO or what they are doing. But thehonest truth is that their commercial didn't work on me. I have never called them nor do I plan on calling them in thefuture.  I can just hear the GEICO reps out therescratching their heads.  We can give them the same productat a much cheaper price; why won't they call us?  For me,it's has to do with the questions that go through my head as Ithink about it.  Questions like, what will the service belike?  Will they be there when I need them?  Andmany more.  Not to mention the fact that personally, I'mnot trying to save 15 percent on my car insurance.  It'snot even on my radar.

So what can you learn from the GEICO lizard?  As a CFO,I get pitched all the time by various benefit brokers, payrollproviders, leasing companies, etc. most of whom promise thatthey'll save me 10 percent to 15 percent.  I don't knowwhat is magical about that number; I guess they think that 5percent is too low to get people to budget and 20 percent or higherisn't believable.  But in the end, when you start talkingwith an employer and say the same thing that everyone else issaying, they aren't going to believe you.