The wholesale insurance business relies on your relationships—with both insurers and agents. Wholesale brokers are an important resource for insurance agents and the relationship needs to be nurtured and managed. You don’t want to be too intrusive, but you also want to stay top-of-mind—and periodically remind the agents you work with that you’re a valuable resource for them. Here are a few ways you can do that.
Develop webinars. A strong webinar program is particularly well-suited to wholesale brokers. Webinars let you highlight and provide information about specific products you have expertise in, the processes for doing business with your insurers, and other key information your insurance agents will appreciate. They’ll see that you’re paying attention to the type of information they need—and that you have a wealth of valuable expertise. In addition, you can make your webinars interactive and host question-and-answer sections as part of the presentation—so you can be particularly responsive.
Develop an e-newsletter. Include valuable informational content that answers common questions, highlights specific insurance products, and generally educates in targeted areas appropriate to your audience. An e-newsletter is another way to highlight your expertise and develop your reputation as an expert resource in your part of the insurance industry.
Be responsive. Insurance agents appreciate wholesale brokers who demonstrate that they’re willing to work with them and help them grow their business. Being responsive, putting effort into every contact—even with insurance agents who are fairly new—will go a long way toward generating loyalty in your business partners.
Relationships matter in the wholesale brokerage business—and nurturing relationships with the agents you work with is frequently a simple matter of staying responsive and staying in front of them. Demonstrate your expertise online in a variety of ways—through webinars, e-newsletters, blog articles, and in other ways—and you’ll be able to show where your expertise is and, most importantly, continually remind the agents you work with of the value you bring to their business.