Management - business development: service as selling
Peter Belsey explains how selling is not the preserve of the sales team but should link through and underpin the organisation.
Within insurance broking and professional services generally, there is often a reluctance to adopt the ‘sales’ tag. In some cases this may disguise a failure to recognise the fundamental importance of selling to any organisation looking to promote quality products or services in a competitive market.
If brokers are to avoid being pulled into a price battle, it is essential to build value to secure a premium for their service.
Yet adding value is only possible if it is relevant to the client. To
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