There are a number of possibilities a small-business direct writer might consider, including:

Mass advertising — an option heavily leveraged by direct writers in personal lines. Carriers can advertise to create awareness about the possibility of buying small-business insurance directly from a carrier online, as well as to build brand awareness about the individual company.
Going viral, with carriers spreading the word through social media initiatives and Web-search sponsorships. This is a logical choice, given that those already leading active personal and commercial lives online are likely to be more open to Web-based prompts when it comes to buying small-business insurance that way.
Affinity marketing, in conjunction with a large entity that interacts often with small-business buyers. Investing in a wholesale channel relationship with a group that naturally intersects with a direct insurer's target prospects could involve a large supplier of retail or wholesale products, or perhaps an association endorsement.
Bundling the direct sale of commercial insurance with the delivery of other small-business needs, such as accounting and tax services, alarm systems, office supplies, human resources and group benefit services, health insurance, waste disposal and the like.
Cross-selling, leveraging existing insurance relationships. Deloitte's survey found that buyers who have already purchased personal lines coverage direct from carriers over the Web are much more likely to be open to the idea of using the same channel to meet their small-business insurance needs.

Another consideration for carriers trying to solve the direct marketing equation involves determining incentives that might be employed to persuade a small-business prospect to drop their agent and buy over the Web. Deloitte's survey found that price is likely to be a prime motivator in convincing buyers to switch to the direct channel, but a lower cost alone should not necessarily be the only competitive advantage direct writers have to offer.

Special Reports /

Without Agents, Direct Writers Need Other Options To Reach Small-Business Buyers

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