Referrals were the top method used for attracting new business, followed by cross-selling new coverage to existing customers.

When asked why they became an independent agent, 26 percent said they wanted to own their own business, while 18 percent said it was family-owned and 15 percent said they wanted to help consumers or the general public.

Survey respondents gave the top five skills an agent needs to be successful as:

1. Product and risk management knowledge

2. Sales and people management skills

3. Initiative, or being a self-starter

4. Business management skills

5. Empathy for customers

Agents listing challenges facing independent agencies put attracting new customers in first place, followed by dealing with increased competition from direct carriers, finding and retaining good people, having the variety of markets and products to meet the customer's needs, and client retention.

Branding was viewed as an important issue for agents, with 94 percent saying a carrier's commitment to building a brand on behalf of independent agents was important.

On the issue of technology, 40 percent said they do not have their own Web site, while 34 percent said they have a static Web site. Only 11 percent said they had an interactive Web site where customers could quote, buy and contact them.

Seventy-nine percent said technology was significant in helping them grow their business. The top technology the agents used to grow their business were:

o Carrier Web sites

o Agency management systems

o Downloads from carriers

o Real-time interfaces with carriers

o Comparative raters

o The Internet for prospecting, selling or informational purposes

When it comes to what is important for carriers to offer independent agents, the five most important things were competitive rates; technology that makes it easier to write business and service customers; variety of markets and products; competitive commissions; support provided by dedicated service personnel by telephone.