Web sites should also be advertised in more traditional ways. Mr. Savelli, author of “Selling Insurance on the Internet” (available at www.insurance-web-sales.com), recommends newspaper and radio ads, as well as direct-mail flyers to draw prospects to an agency's Web site.

Real Internet success is often generated by having a niche product on your Web site, with any online application process being consumer-friendly.

Make your Web site an interactive sales agent, with viable purchasing options, not just a static brochure or calling card.

In addition to capitalizing on Web opportunities, agencies could also:

Buy or customize a customer relationship management software program that schedules regular update meetings with key clients, and allows producers to be prepared for these face-to-face get-togethers in advance.

Insurance remains a personal transaction, but technology can help a producer maximize their limited sales time.

Let technology decrease the paper load. Scanners, laptops, personal data assistants and the like can all help get more information into a producer's hands in the field.

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, June 10, 2002. Copyright 2002 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.