Stand out from the crowd

Brokers and insurers, like most companies, are crying out to find something that will make them stand out from their peers and, as Joe Gray writes, niche commercial business could prove to be the answer to their prayers

Every business needs a point of difference, something that sets it apart from the competition, something that gives a customer a reason to choose it instead of a competitor.

More than any other industry, insurance providers need to be able to differentiate themselves because they are selling an intangible product. Many customers simply cannot tell the difference between the products and services offered by different brokers and insurers. When it comes to making a claim, of course, the differences