Merchants Insurance Group Hosts 2025 Producer Training School

From October 5-10, 2025, Merchants Insurance Group welcomed 20 producers to Buffalo, New York for its annual Producer Training School!

Coordinated by Bob Perno, Director of Sales and Marketing at Merchants Insurance Group, this five-day program brings together new and experienced independent insurance producers, all partners of Merchants Insurance Group, for an in-depth learning experience focused on enhancing insurance-specific sales strategies, emotional intelligence, strategic communication, and understanding Merchants’ commercial products.

This year’s training featured a variety of breakout sessions, including Dynamics of Selling, Emotional Intelligence & Strategic Communication, Selling Merchants Commercial Products, and Preparing a Winning Underwriting Submission.

New in 2025, attendees participated in a hands-on capstone activity, working in small groups to develop sales strategies tailored to specific customer personas. This interactive exercise encouraged collaboration and creative thinking while reinforcing key concepts from the week’s sessions.

Outside the classroom, producers enjoyed group dinners at several local Buffalo favorite restaurants. Each evening, they were joined by a special guest or two from Merchants’ corporate office! These outings provided the perfect setting for networking and building lasting connections with fellow attendees and Merchants team members.

Producer Training School remains one of Merchants’ most impactful initiatives, helping to strengthen relationships with agency partners and equip producers with the tools they need to succeed in today’s insurance marketplace.

Gallery & Recap

Below, you’ll find photos from this year’s PTS, including a brief summary of each day’s itinerary. See a photo of yourself? Feel free to download it, share it, and tag us! @merchantsgrp

Sunday

Producer Training School began with Orientation/Registration and a Welcome Reception at the Aloft Hotel. After, the group went to Vice Restaurant for dinner, where they were joined by special guests Erica Kellogg, Marketing Manager, and Kyra-Jade Bogdan, Video Production Strategist.

Monday

Monday marked the first full day of PTS! Each morning, the group had breakfast in the hotel’s 1914 Room before diving into the day’s program.

Before the first session, attendees had a surprise visit from Producer Training School and M.A.S.T.E.R.S. alumnus Alex Stanco, Colstan & Associates, Inc. Stanco shared insights into the program and its value, how PTS helped his career, and what the group could expect from the week.

The rest of Monday’s sessions were hosted by Griff Griffith as part of the Dynamics of Selling seminar, which is recognized by many states as an approved CE program.

In the evening, the group ventured to Bada Bing Sports Bar & Grill for dinner with special guests Charles E. Makey, III, President and CEO of Merchants Insurance Group, and Mike Wolfe, Sr. Vice President – Regional Operations.

Charles Makey spoke to the group about the value of the Producer Training School program, the connections formed throughout the week, and strengthening partnerships between agents and Merchants Insurance Group!

Tuesday

On Tuesday, Griff Griffith continued his Dynamics of Selling program, joined by Joe Coccimiglio.

The group enjoyed dinner at Big Ditch Brewing Company with special guest Brett Eater, Vice President – Underwriting.

Wednesday

On Wednesday, Joe Coccimiglio continued his Dynamics of Selling seminar with the group in the morning. After lunch, attendees visited Merchants Insurance Group’s corporate headquarters! They went on a tour of the office and had headshots and group photos taken.

They wrapped up the educational portion of the day with a group breakout session on Developing a Dynamics of Selling Action Plan, and Lisa Grajeda, Executive & Regional Support Specialist, joined the group for dinner at Pearl Street Grill & Brewery.

Thursday

Thursday’s first activity was a training on Emotional Intelligence & Strategic Communication, led by Jessica Schimert.

Following lunch, Frank Simpson, Regional Vice President of Merchants’ Western region, provided an overview of Merchants’ commercial lines products and insight into coverage differentiators to help producers better understand and sell more effectively.

On Thursday afternoon, the group participated in a hands-on capstone activity, challenging them to develop sales strategies tailored to specific customer personas. This activity was a new addition to the program, offering attendees the opportunity to put the week’s lessons to the test!

After completing their work for the day, attendees had a free night. They explored more of Buffalo, and many attended a Buffalo Sabres game!

Friday

On Friday, Frank Simpson resumed his presentation on Selling Merchants Commercial Lines Products, joined by Erica Kellogg, Marketing Manager. Then, the group received a training in Preparing a Winning Underwriting Submission.

Producer Training School alumni Courtney Lynn and Lauren Czora, both from Weed Ross Insurance Agency, visited the group on Friday morning! Lynn shared parting words with the class about the value of lessons learned at Producer Training School.

The week concluded with the Closing Ceremony, where the group reflected on the five-day journey they’d been on together. Bob Perno congratulated the class and presented each participant with a certificate of completion.

Each year, attendees vote for one outstanding member of the class to receive the Producer Training School MVP award. This year’s recipient was Liam Joy, of Joy Insurance.

Congratulations, Liam!

Attendee Feedback

At the end of the program, participants complete a survey about their experience throughout the week. Some attendees gave Merchants permission to share their responses below.

“Overwhelming success. I think just about everyone in our independent agency could benefit from the program. Not just producers.”

-Liam Joy, Joy Insurance Agency

“Great week. Learned a lot. Met some wonderful people and Merchants was amazing. I was absolutely impressed by the Merchants staff, the hotel service, and all of the attendees. Everyone was so welcoming and fun.”

-Jen de Jongh, Blue Line Insurance Agency Inc.

“Amazing experience. The strategies and abilities to connect with other professionals in the field has been invaluable. Thank you to Merchants for investing into this program.”

– Tram-Anh Bui, Dietz & Bluett

“So many good things. I can’t wait to tell my team. I was so grateful to be here.”

– Rebecca Sears, The Insurance Marketplace

“I’ll be given an overview of my experience at our next sales meeting. I strongly recommend this program to all staff members.”

-Joanne Spano, Niagara National

“Unbelievable experience with a great group and phenomenal content.”

-Nick Ratajczak, Lawley, LLC

“I have been checking in all week, letting everyone know how much I have learned. How excited I am about what I learned and honestly how much this has changed me. This should be a mandatory in our agency for onboarding new agents.”

-Shauna Simon, Takach & Associates

“It was surprisingly impactful and I am grateful to have had the opportunity. Great class.”
– Alissa Upson, Promark Partners Insurance Services

“Phenomenal experience. I saw what I’ve been doing wrong and implemented changes. I would recommend to any new person in the sales world.”

-Alex Fursman, Emerling, Floss, Murphy

“Everyone could benefit from this program.”

– Nick Watras, Reisen Agency, Inc.

“Enlightening, exceptional, change of perspective. I feel fortunate to have had the opportunity. I’m sure that I’ll use the tools that I’ve learned to help grow my business.”

– Rich Malec, JD Chapman, Inc.