You worked hard to earn your license, determine your insurance niche, and set up your business. Now, how can you identify and reach your ideal insurance clients?
A good place to start is by asking yourself several questions?
1: Is your target market individuals, small businesses, or larger businesses? Is there a specific industry on which you want to focus? Do you plan to offer services to firms in multiple industries? Or focus on one or two sorts of businesses? If the latter, do you have an anticipated split in your block of business? 50/50? 70/30? Something else? It’s your choice.
2: Is your focus on the sale of health insurance? Or ancillary insurance, supplemental health insurance, or a combination? If the latter, do you expect to focus on one more than the other?
3: Have you taken the time to develop buyer personas for your target market(s)? These are based on a mix of demographic and psychographic information. Age, gender, income, education, and family situation are common considerations. Others are job title, company size, and the person’s role in the decision-making process. Asking about aspirations, goals, and challenges is useful, too. Knowing will help you better understand and empathize with your customers. That can help you develop winning strategies to drive increased sales.
The Beginner’s Guide to Defining Buyer Personas offers a downloadable template. Adobe offers more guidance, templates, and examples.
Understanding Clients’ Pain Points
Understanding clients’ challenges and pain points is critical to providing outstanding service. It will also help you deliver the right solutions. Review their situation. Discuss options you have in your portfolio to address those needs. Share client testimonials. Show how your solutions have worked for others.
In preparation for your meeting, look at available market research. Find out what ranks high among the search results for business owners in your targeted industry. (Or individuals if that’s your target market.) Review social media to gain insights into your problems facing similar prospects.
Look at Existing Customer Data
We suggest brokers employ Customer Relationship Management (CRM) technology. A good CRM platform gives you a straightforward way to strengthen your business relationships. It can drive sales growth, enhance your customer communications, and increase retention. For insurance professionals or agencies, CRM can be transformative. Greater insight helps you target your marketing efforts. That can help you attract new customers and expand sales with current clients.
To find out more about CRM, read our June 2025 blog post, Personalizing Your Insurance Client’s Journey with CRM Automation. Our other blog, Ranking the Best CRM Options for Insurance Brokers, offers tips on choosing the right CRM for your business.
The Right Partner for Success
Your commitment to staying on top of industry trends will help you find the right products to solve your clients’ challenges. Partnering with the right General Agency – like Word & Brown – can also help. We have the people, tools, and technology to help you find the right plan for each of your clients and their employees.
Our quoting platform is the industry standard when it comes to Small Group quoting. You can instantly search, confirm, and build quotes with the doctors, medical groups, and hospitals your clients want. You can generate quotes with side-by-side plan comparisons, so it is easier for customers to make a final decision. Plus, you can customize your output to reflect your branding, agency info, and logo.
As the marketplace continues to shift, no matter how your clients’ demands may change, you can count on Word & Brown to help you adapt and thrive. We’ve been working with brokers for 40+ years, and we are committed to providing you with Service of Unequalled Excellence.
Contact your W&B rep today. Or if we’re not already doing business together, call 800-869-6989 or register online today.
