In other words, the need for a national agency Web site search function needs to emerge as an industry issue. The group plans to meet in April to focus on coactive planning, XML standards, and the emergence of ASPs. It's fine to focus on interface and in-agency automation. They are important topics. But so is the relation of the industry to its customers and their needs.
Independent agents are at a fork in the road.
They can continue to live in the old world and find themselves disintermediated by new players who make effective use of the Internet. But Internet success depends in part on being found by your customers and prospects and that's a problem today. Though you can encourage your user group, your association, and your companies to create a national agency Web site search function, it wouldn't be wise to depend on its appearing anytime soon. Include inserts in all your mailings telling your customers about your Web site, its advantages, and how to find it. Make certain all your stationery and business cards contain your Web site address.