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
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 info@insuranceage.co.uk or view our subscription options here: https://subscriptions.insuranceage.co.uk/subscribe
You are currently unable to print this content. Please contact info@insuranceage.co.uk to find out more.
You are currently unable to copy this content. Please contact info@insuranceage.co.uk to find out more.
Copyright Infopro Digital Limited. All rights reserved.
As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (point 2.4), printing is limited to a single copy.
If you would like to purchase additional rights please email info@insuranceage.co.uk
Copyright Infopro Digital Limited. All rights reserved.
You may share this content using our article tools. As outlined in our terms and conditions, https://www.infopro-digital.com/terms-and-conditions/subscriptions/ (clause 2.4), an Authorised User may only make one copy of the materials for their own personal use. You must also comply with the restrictions in clause 2.5.
If you would like to purchase additional rights please email info@insuranceage.co.uk
More on Broker
Broker Diversity Push: FOI stats show subtle improvements in broking leadership gender balance
The latest data from the Financial Conduct Authority obtained by Insurance Age via a Freedom of Information request has shown small improvements in five out of six key SMF approved functions.
Mabb moves to advisory role as Webb named RMD of Romero
Regional managing director of Romero, Simon Mabb, will switch to an advisory role at Gallagher being succeeded by ex-Marsh leader Jonathan Webb.
Survey finds broker loyalty no longer anchored in historical relationships alone
How London Market insurers harness digital technology to improve speed, integration and ease of doing business, is a major determinant on where brokers place their business, according to new research.
SRG broker to wholesale pothole damage cover
Strategic Insurance Services has launched a vehicle insurance product designed to cover damage caused by potholes, making it available to brokers on a wholesale basis for private motor and commercial fleet clients.
BMS boosts new A&H team with five hires
BMS Group has created an accident and health division, adding five people to the team including managing director James Early.
Broking Success: Building up – Josh Samrai, ABA Insurance
Josh Samrai, managing director of ABA Insurance, looks to become the go to insurance broker in the construction industry while training up the next generation.
Gledhill: Lucida looking for growth with ‘last piece of the jigsaw’ George
Lucida Group is poised for growth, having secured new capacity, embraced data and bolstered its bench strength with a series of senior hires, according to its CEO Matthew Gledhill.
England cricket captain Ben Stokes to close Biba conference
The British Insurance Brokers’ Association has revealed cricketer Ben Stokes, captain of the England men’s Test team, will be closing its annual conference, as Kay Burley is set to host the two-day event along with Davina McCall also taking to the stage.