What does success look like in today’s insurance marketplace? Here’s an easy 4-word definition: creating customers for life.
That’s the title of a recent article in Rough Notes magazine. The story digs into how Petra Risk Management, an insurance firm in Alabama, was able to achieve $6.5 million in revenue over the course of 3 short years.
Full disclosure: Petra is a customer of ours. They license KPA’s Risk Management Center, our white-label, web-based software suite that empowers brokers to proactively manage their clients’ risks by mitigating claims, losses, and associated costs.
While we certainly wouldn’t take credit for Petra’s success—as the article makes clear, the firm’s secret sauce is really its people and leadership—the story does offer a real-world example of a concept we’ve been beating the drum about here on the KPA blog.
These days, brokers face more pressure than ever before to stand out and differentiate themselves from the competition. One of the best ways to do that, we’ve found, is to stop thinking like a commodity seller and start operating like a risk management consultant. Go beyond empty promises and help your clients improve their bottom line and you’ll earn their trust (and business) for years to come.
Here’s a choice quote from Scott Nesbitt, CIC, CRM, and chief operating officer of Petra:
“My clients see me as a trusted advisor—someone who is part of their team,” Scott says. “I am able to talk with them about the biggest risks they face and the best ways to handle those risks. And, since I am also responsible for recruiting new producers, it gives me something to highlight that makes us different from other agencies. Our recruits get to experience the difference pretty quickly when they meet with their first prospect. Because they are talking about a process that will help the client rather than trying to sell them something, they find that the conversation is friendlier. “