Look beyond your websites

Why are so many niche brokers still apparently blind to the business opportunities that the internet can deliver? If the direct insurers, open quotation engines and price comparison operators can use it so successfully to now own most of the personal lines market - squeezing out most local brokers in the process - schemes players must start using it to take full advantage while they still can.

The internet offers niche market schemes brokers enormous value in brand building and addressing nationwide audiences cost-effectively, whether direct or through partners.

So what's stopping them? I believe the real answer is that many continue to confuse an internet-based business model with having a standard website presence and so they simply do not believe that their websites can find, convert, service and retain new customers. They are dead right about that and this is precisely why they do not need a website. They need an internet strategy.

An internet strategy will deal with how to engage new customers by combining traditional and internet marketing with CRM techniques, how to retain interest and, if not sell online then at least gather information there. The internet can then be used to allow customer self-service (MTA, claims, renewals and so on) and back-office administration.

The internet is the perfect way to deal with niche customers both direct and through partners - it is ubiquitous and always open for business. These days, no further equipment investment is needed because the technology can be outsourced and even the systems can be bought on a pay-per-policy basis.

To survive, all brokers must be prepared to reinvent themselves and adapt to the competitive landscape. For schemes brokers, there is absolutely no excuse for apathy. Stop hiding your considerable talents under bushels and grab the lifeline that the internet is offering you while the window of opportunity is open.

- David Saul, director, Fusion Internet Solutions.