A two-thirds majority of independent insurance agents say their carriers are providing them with training and consulting on how to use their agency websites to increase sales, a new survey reveals.
The annual survey of agents on their attitudes regarding carriers — on a wide range of issues — found that carrier-provided training on driving sales through the agency website is now as common as direct sales training for staff.
The new survey of more than 1,200 agents is under way by Channel Harvest Research and is sponsored by Insurance Journal.
About 63 percent of agents report training and consulting support on using the web to drive sales, compared with 65 percent who report receiving sales training for agents and producers and 60 percent who report sales training for their CSRs. These training programs trail only carrier-specific systems and product training among the types of support agents were asked about.
But carriers also are investing in helping agents generate business both online and offline, including co-branded online advertising, direct mail and cold calling, radio advertising, and even co-branded cable television ads.
The most common form of direct marketing spend appears to be direct mail, with 54 percent of agents reporting that at least one of their carriers is providing them with direct mail support that drives business to the agent. About four in 10 agents report some level of co-branded radio and online advertising support. One in three reports financial support for co-branded cable TV advertising. And about 14 percent of agents say carriers are running programs to generate agent leads from first-level cold calling to prospects.
The study, “2013 Survey of Agent-Carrier Relationships,” is the sixth in a series examining independent agents’ views on marketplace issues. The survey is sponsored by Insurance Journal and conducted by Channel Harvest Research.
Information cited in this article is based on preliminary data; final survey results could differ slightly.
For information on obtaining the survey, contact John Campbell at john@channelharvest.com or 202-363-2069, or visit www.channelharvest.com.
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