When you signed on for your career, you may not have realized that you accepted the enormous role of spokesperson for the insurance industry. Think about it for a second: When the insurance-buying public thinks of our industry, the experiences they have interacting with their insurance agents or brokers often come to mind. This highlights the need for agents and brokers to have training that focuses on technical insurance knowledge.

Creating value for clients through technical knowledge of coverages is a key responsibility for agents and brokers. You also need a strong focus on consultative approaches with clients to provide exceptional customer service and differentiate your services from the competition. This partnership with clients is like that of a business consultant (think enterprise risk management), in which the focus is on 365-days-a-year support—not just when it's time to renew.

Thinking about a client's enterprise risk and approaching solutions from that perspective differentiates you from other agents. This approach creates trust and brings value to the client relationship—crucial in today's highly connected digital world where potential clients use the Internet to compare price points.

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