That's the way the wind blows

Broadly speaking, the soft market has demonstrated how poor the broking sector is in terms of marketing and sales. When rates are falling, a broker's inability to grow organically is starkly exposed; some 90% of brokers are 'process-led'. That is, they believe that looking after existing customers well is the priority for the business and, if successful, recommendations for new clients will automatically follow. They seldom carry out any marketing, and only chase new enquiries if, at the

Only users who have a paid subscription or are part of a corporate subscription are able to print or copy content.

To access these options, along with all other subscription benefits, please contact [email protected].

You are currently unable to copy this content. Please contact [email protected] to find out more.

To continue reading...

You need to sign in to use this feature. If you don’t have an Insurance Age account, please register now.

Sign in
You are currently on corporate access.

To use this feature you will need an individual account. If you have one already please sign in.

Sign in.

Alternatively you can request an indvidual account here: