What Business is Your Insurance Agency In?
You could say ‘insurance’ is the answer, and at some level, it is. But that glib answer makes many of us miss several of the imperatives of any business: getting customers, keeping customers, and making sure our customer relationships are profitable (so we can stay in business). I attended a recent agency association convention where I heard two comments repeated that I have heard for years:
1. Oh, you guys do web stuff? I’ll give your information to my technology guy to review.
2. I’m in the insurance business, not the technology business.
I felt the need to post my take on those comments, but I didn’t feel like typing. So here’s what you get: