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Expand your brokerage without leaving clients behind

ARTICLE BY

  • Andrew Coutts
  • Executive Head, Intermediated Business
  • Santam

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Starting a business is challenging but so is growing it. It takes effective planning, a clear strategy, and a willingness to learn and adapt to an evolving business landscape.

If there’s one thing the past two years have taught us, it’s that it’s not an option but a necessity to re-fit your skills and your business to keep pace with the inevitable shifts happening in your environment. What do they say? The only constant in life is change. To stay competitive in a changing world, insurance intermediaries need to evolve too. Here are a few tips to help you expand into new markets without leaving your established clients behind.

Know your customers and understand their needs

With consumers increasingly expecting more personalised services and products, make sure you ask for their feedback through quick and easy online free survey tools such as www.surveymonkey.com or during one-on-one interactions. Listen to their experiences and opinions carefully and act on them – it’s an effective way to retain clients and improve the services your brokerage offers.

Ask your clients the right questions. Remember that your role is much wider than selling insurance; your clients count on you to stay up-to-date with real understanding of risk and the ability to tailor relevant insurance solutions for client needs and to guide them through the complexities of the ever-changing risk landscape.

Give your customers excellent service

As you work to grow your brokerage, focus on establishing an active relationship with your clients and providing quality service continuously. Happy clients are more likely to stay with you and tell their colleagues, friends and family members about their positive service experiences. Referrals are a good business builder and can be a direct path to growth.

While traditional, in-person networking helps your brokerage grow organically, you can also strengthen relationships and reach new audiences through social networking. Make sure you are adept at using these platforms – they provide great opportunities for establishing yourself as a thought leader in your areas of expertise and gain access to online markets.

Extend value to your current customers

You’ve already built credibility with your existing clients, which means they’re more likely to remain with you or consider taking up additional products to meet their changing insurance needs. Explore opportunities to extend additional value to your clients by offering products and customising your services to fit their insurance needs – such value-add can also serve as a springboard for bringing on new clients.

Grow and equip your team 

Keeping up with your clients’ changing insurance needs may require upskilling your team by providing them with much-needed industry-specific knowledge and expertise in areas such as cyber insurance or hiring new members. Don’t forget to show your staff that you value their contribution by investing in their professional development. It’s also important to look for and share with your team new strategies that can help you stay up-to-date with changing trends in the insurance environment. Be understanding when your team expresses uneasiness around new ways of working – people tend to fear the unknown, which can make growth uncomfortable. Help your team to understand that growth is necessary for your business to remain viable – and that growth can be exciting and that clients are more likely to choose and stay with an intermediary who is an expert in their industry.

Expand and grow your brokerage

Don’t abandon what already works for you and your clients. Keep it simple – if it’s not broken, don’t fix it. Rather focus on how you can expand your offering and recommend additional products to your existing clients or offer new products to new markets, like the youth for instance. Diversifying your portfolio not only positions your brokerage for potential growth but it also gives you a competitive advantage over competitors. You need to look no further to grow your brokerage than Santam’s diverse product offering that extends into all areas of general insurance, across personal, commercial, agricultural and specialist markets. This diversity – coupled with Santam’s breadth and depth of expertise – can unlock growth possibilities for your brokerage.

Embrace digital channels 

At the same time, don’t underestimate the importance of investing in new digital tools and online apps that are available to ensure better engagement with your clients and enhance their insurance experience. Our digital world means that clients have become technologically sophisticated and expect services to be available at the touch of a button. Being able to manage their own products and expedite insurance processes have become as important to customers as the coverage options available in the market.

There are many benefits to expanding your portfolio and introducing new technology and business processes:

  • It gives you the ability to consider every potential risk exposure.
  • You become better able to manage a client’s entire risk profile rather than single-line products.
  • You are in a better position to reach new segments of potential markets and clients.
  • It helps you to elevate from selling generic products to understanding your customer’s changing needs and, in this way, becoming an everyday risk adviser.
  • It enables you to unlock the power of real-time, personalised data and become more responsive to clients’ needs.
  • You can manage every touchpoint of the client experience.
  • Santam’s broker portal has features to help brokers continue offering key services to clients on the go; the portal’s wide array of functionality includes:
  • Viewing your portfolio with Santam.
  • Accessing client policies to address questions they might have about their covers and limits.
  • Registering and tracking claims timeously.

 

Let us help you

Intermediaries are the cornerstone of Santam’s business. Without intermediaries, the customer relationship would cease to exist. And without customers, there is no insurance business. That’s why we invest in our relationships with intermediaries by upskilling you through broker training – helping you grow your insurance portfolios and ultimately assisting you to become risk advisers with strong product knowledge and immaculate record-keeping.

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