for most seniors insurance brokers and agents For those who have already been established, expanding the book of business may mean venturing into unknown waters. There is always a time in a broker’s career when they reach the natural limit of how much they can grow their business through networking, referrals and modest advertising.
The good news is that there are many options available today if you are a broker who wants to learn how to develop your business insurance book and expand your market reach. Growing your insurance business is not much different from developing another type of company, in the sense that it will always take time, effort and commitment to see growth.
But the most interesting thing about commercial insurance right now is that it is a traditional and deeply rooted industry that is in the midst of massive disruption. As is the case with any and all revolutions in trading, the opportunities and risks involved are significant right now.
Let’s try to break down some of the key concepts on which insurance brokers should focus their efforts to develop their business insurance books and prepare their agencies or brokerages to adapt and thrive in the modern insurance industry.
Embrace the coming digital transformation
This inflow of capital is a clear response to the growing market need for convenient, affordable and efficient business insurance. Commercial insurance buyers, especially Millennials and the younger generation, increasingly want to be able to buy insurance online and manage their policies and claims from their computers.
The coming digital revolution is expected to improve the insurance user experience, while making policies more affordable for business owners and more profitable for insurers.
Allegedly, more than 80% of all insurance buyers Rely on a digital channel at some point in the purchasing process. However, 75% of them There was a problem buying insurance online. This means that buyers want digital options but there is still a clear disconnect between the process and the offering.
The two most common misconceptions by brokers about digitization in the industry are as follows; He believes the optimization process will be overwhelming and fears that digital automation tools will eventually displace brokers.
let’s take a closer look.
Is digitization difficult?
Many traditional brokerages and agencies believe that going digital will be a painful process. But it doesn’t have to be. The solutions to going digital are plentiful and will only grow over time.
So what could you do? For one, you form a partnership with an agency or large brokerage that may allow you to use their digital distribution system. Or you a. can team up with Brokerage that sells digital products and sell them yourself.
When taking steps towards digitization, it is important to remember that the benefits are worth the effort and will only multiply over time.
Most importantly, you will not be left behind once the industry goes completely digital. In addition, you will be able to outsource all the repetitive insurance processes to a digital solution. This will allow you to focus on what matters, provide the best coverage to customers, build and maintain relationships and book your business.
Will digital tools replace brokers and agents?
While this is a common narrative about emerging insurance technologies, it sells a good broker’s client for a low price. Instead of thinking about changing a broker, digital instruments would do a better job of augmenting their everyday operations.
There are no brokers, and will not go anywhere. The technology will reduce the time required to manage the back-end functions, but the technology will take a long time to come closer to understanding client needs and matching them with the right insurance products.
develop a marketing plan
Insurance buyers today largely make their buying decisions online. They rely on the Internet to tell them which insurance policies they need, where to find them and from whom to buy.
The traditional business model of brokers relying on referrals and personal contact before selling a policy is disappearing. While recommendations and personal relationships are clearly still important for today’s commercial insurance buyers, online research and the convenience of purchasing insurance have become paramount in the customer journey.
The fact that prospects are searching for information online is good news for forward-looking brokers. Those who can adapt to new conditions and take advantage of new marketing opportunities and channels will be successful.
Modern marketing strategies such as search engine optimization (SEO), content marketing and email marketing will be important for the development of any broker.
For some brokers, online marketing can be overly complex and technical. It’s important to note that these marketing strategies are becoming more and more accessible and that keeping only the essentials can go a long way.
You can start with the basics; A well-optimized website and one or two online distribution channels like Facebook and LinkedIn can set you on the road to digitization. You don’t have to spend a fortune Outsourcing A marketing agency to improve your online presence.
Leveraging these online marketing channels is not only about simplifying the process of selling policies, but it is also about taking advantage of this opportunity to showcase your expertise and become a thought leader.
Insurance-related information is in demand, and distributing your expertise through modern marketing channels will allow you to begin building relationships with your prospects more quickly than ever before. While traditional models require brokers to jump in on calls or meet in person to initiate communication, digital marketing allows you to develop a relationship and be aware of your prospects very early in the sales cycle.
If you want a more detailed overview of how to implement a modern marketing strategy as an insurance broker in 2021, Read this blog post, which covers best SEO practices to broker, optimize your website for conversions, and leverage content and video marketing strategies for the best results.
Focus on what makes you special
Insurance is a huge industry. It is also very top-heavy. The biggest players have clearly marked locations in the industry and everyone else needs to find a way to fit around them, which can be difficult. After all, you are competing for business with multi-billion dollar giants and elite bespoke insurance agencies. How can you stand out?
The most successful brokers start out without a clear, unique differentiator. Where is your strength What makes you unique and sets you apart from your competition?
Why would a potential competitor choose you? What can you offer that they can’t get from someone else? The answer to these questions is called a unique value proposition.
You will need to take a close look at what you do for your customers to determine what it is that makes you stand out. Is your expertise in a specific area a difference-maker? Maybe you have a deep understanding of insurance for construction companies. Or maybe you have a lot of experience with cyber exposure and can take advantage of it to become a broker for cyber and other technology related business risks and related coverage.
If you are still unsure and. are taking Shotgun view As for selling insurance, it may be time to rethink your strategy. If you can answer these questions and determine what your unique value proposition is, your development efforts will become more attainable.
Knowing what sets you apart makes it easier to market yourself. You will likely be able to communicate your value clearly and consistently; On every call, in every line of copy on your website, and with every marketing campaign you run. Whatever you do in terms of marketing will take a little less effort and become much more effective at the same time.
improve your sales process
We have covered what is changing in the insurance industry. Let us talk about something that has always been a part of being a broker; Meeting on the phone with your prospect and turning them into a customer.
Let’s break down some of the best practices and strategies that brokers can use to ensure that they are getting the most out of their sales.
Do research: How long you spend researching your prospects should depend on the potential value of the deal. It makes sense to research deeply for deals that could bring in serious commissions or long-term collaborations. Learn as much as you can about the company and combine it with in-depth knowledge of the industry and niche that you already have to get the best results.
Do not dominate your prospects: Business insurance is complex. Introducing multiple policies with varying limits, exclusions, and add-ons can take a toll on your prospects. Remember, just because insurance is simple and easy for you, does not mean that your prospects will have the same comfort level. Consider narrowing down the options for your insurance prospects to give them better customer service. A customer is more likely to buy when he is given three thoughtful choices that automatically weigh dozens of variables.
Focus Efforts on Sales Initiatives: A sales initiative is the coordination of outbound marketing efforts with the goal of achieving a specific type of business. Initiatives can target businesses by niche, insurance needs, their current status, or even buyer characteristics. For example, most venture backed startup Will need to be protected Directors and Officers Policy once during a specific time frame they have closed its round of funding. A sales initiative targeting startups will allow you to focus your prospecting, cold calling, email and other sales efforts around your specific needs.
Keep Emails Short: According to HubSpot, The ideal sales email is between 50 and 125 words. Long, exaggerated messages will most likely be ignored, as they likely fade out quickly on the second paragraph. Try to keep your emails concise and on-point until you are able to answer their issues or a valuable resource.
Be energetic: One of the most important traits of a good salesman is that they are always excited and eager to be on call. You will not always want to be on a long sales call, but the prospect should never pay attention. They are entrusting you to protect their business and if they feel they have your full attention, the deal could be in jeopardy.
Offer a referral program: If your business insurance book already includes a long list of satisfied customers, don’t hesitate to use them to find new customers. Start a referral program for your customers and give them rewards for pointing out insurance to other businesses towards you. Even in today’s digital age, verbal recommendations from reliable sources can go a long way towards the creation of a book of business. This is especially true when we’re talking about something like business insurance, which isn’t necessarily cheap, but still undeniably necessary for businesses.
Disclaimer: The opinions expressed within this article are the personal opinions of the author. The facts and opinions appearing in the article do not reflect the views of knews.uk and knews.uk does not assume any responsibility or liability for the same.