There is a lot of conversation today about the changes in the marketplace when it comes to insurance distribution. We see enormous advertising budgets, overwhelming messaging to the audience, a focus totally on price and saving money, and conducting business in what is soon to be a nanosecond. The question for us independent agents is, “How in the world are we to compete in this ever-changing and increasingly ‘noisy’ space?” The short answer may very well be, “We shouldn’t!”
It’s amazing how many agencies we observe are prospecting and approaching sales today the same as in the pre-Internet era. We are committing some cardinal sins in the way we go about the day-to-day operations that are making success so much harder, while at the same time practicing for a game no longer being played effectively.
If you’re a traditional agency and trying to compete in that space along with the other “fray,” rather than being a trusted adviser managing insurance programs (not selling policies) and providing valued advice to your clients, then there are some definite obstacles before you.