How might a direct writer of small-commercial lines get the attention of prospects and close a sale without having agents or brokers to make their case?
This is not an academic question. To a limited degree, some coverage is already available to small-businesses directly from carriers over the Web. In addition, about one-in-five small-commercial buyers are open to purchasing their insurance direct online, depending on the coverage, the price, and ease of doing business, a recent survey conducted on behalf of the Deloitte Center for Financial Services revealed.
For those insurers intrigued by the potential for selling small-commercial lines direct to consumers, a key challenge is how to create awareness of this purchase option and convince prospects to give the new channel a shot.
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