Survival depends on your ability to differentiate your offerings from those of your competitors. Knowledge of my client's industry is critical. I know what a policy should contain and can tell immediately whether my competitors are servicing my prospects to their best advantage. People want to feel that you understand their issues and needs. By knowing their industry and listening more than talking, I learn what matters to my clients and prospects.
More sophisticated clients thrive in a consultative environment where they are the focus.
Understanding that, producers need to position themselves to deliver value beyond the basics by uncovering and developing needs. Although they've changed, relationships remain critical in the insurance world. The difference now is that the process of cultivation has changed. In the past, people bought because they were comfortable with the seller. Today, that comfort level must be supported by an active understanding of the client's business and specific needs.