As a wholesale insurance broker, you have specialized expertise in a certain sector of the insurance industry that some retail insurance producers may not have. And when looking for wholesale experts to work with, insurance producers often choose primarily based on the depth of expertise the wholesaler has in a specific line of insurance. Are you showcasing your specific expertise to the fullest —or are you losing out on opportunities?
There are many ways to demonstrate your expertise and build credibility, both online and off. Here are a few ideas.
Volunteer to speak. You can give a talk about your industry expertise—and make connections with insurance producers—at events specifically targeted to insurance professionals. There may be people at these events and others you attend who are also looking for speakers at their own insurance industry events. Ask around, and be sure to highlight on your website, brochures, and business cards that you are available for speaking events.
Re-think your branding. By describing yourself as a wholesale insurance broker, you don’t stand out from others with different areas of expertise. By describing yourself as a specialist in a specific area of insurance, however, you immediately demonstrate your value to insurance producers and partners. Be sure that your website, business cards, brochures, and other marketing materials clearly state the types of insurance where you have specialized expertise.
Participate in online forums. Look for opportunities to answer questions and contribute your expertise in online forums geared specifically toward the insurance industry, such as on LinkedIn and other venues. As a new member, don’t ask for favors or business—only offer free knowledge. But do make sure your automatic signature includes a link to your website.
Publish an e-book. Publishing a book can build credibility quickly—and being able to offer a book for sale at speaking engagements will certainly elevate your expertise in the eyes of audience members. But you don’t have to write a book-length tract and find a publisher in order to build that kind of credibility. You could also write and self-publish a short e-book providing key information about specialized insurance lines.
Accumulating your expertise took years of professional experience and effort. Showing it effectively doesn’t have to be that difficult. Follow these tips, and you should be able to clearly demonstrate your areas of insurance expertise to the people who need it most—and forge new business partnerships.