Insurance Brokerage Update: Where is revenue growth really going to come from in 2020?

The brokerage community has had a few weeks to reflect on last year and get ready for 2020. Well we’re in it now and the opportunity remains. Grow and be competitive or ______. Whatever verb or noun you chose to fill in the blank the alternative is not great. Not too dissimilar from other intermediated financial services segments, the agency world is still facing challenges from premium increases, competition from larger firms and insure-tech disruptors.
 
In speaking to one agency head, they stated that “we can’t afford to lose any of our top 20 clients”.  As a small business owner, I totally get that. But I’d offer a more aggressive play. 
 
There is no one more qualified and credible to make business building recommendations to clients than your day-to-day account professional. Relationship Managers, Account Managers and even Customer Service Representatives are in a great position to make “intelligent recommendations” to clients. What will this take? 

1. A cultural acknowledgement of the role and it’s opportunity
2. A promise that this is not selling used cars- actually it’s the opposite
3. A framework for how to segue a conversation from the tactical to the insightful
4. Support in terms of messaging and insight sources

 
It’s been our experience that success comes from articulating the behaviors of value creators in sales and service and drawing parallels to what folks are already doing well. Sometimes it’s all about giving account professionals a few high value questions to ask the client that takes the dialogue in a more Socratic direction. 
 
To learn more about converting your account professionals to value (and thus revenue) creators, visit us at www.billwaltonsalestraining.com for additional resources. *To download the presentation from our latest executive briefing on growth in Insurance Brokerage for 2020, click the PDF icon below:
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