Broking break: Top tips to target new clients more effectively
Chris Cowan at market research specialist Clusters outlines five things brokers can do to better understand their clients.
Insurance broking, like many professional services, has long used over-generalised demographics as a method of categorising individuals.
Age and gender, however, do not reflect a potential client's barriers, motivations and propensity to change package or broker. By asking more pertinent questions of your target client base, brokers can better understand how to market to them effectively.
1. Divert away from demographicsRecognise that demographics generalise to their detriment. Of course
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