On the heels of this kind of information, one might think that this would be an ideal opportunity for local agents and brokers to get in on the fun, too. Sure, nobody pays for their insurance services with an Amex, and insurance isn't really a retail product (unless you're buying it off the shelf at Walmart), but the things that make Small Business Saturday work are the same things that a lot of agencies and brokerages focus on when building their practice: community engagement, a certain enthusiasm for self-promotion, and a willingness to open your doors to any and all clients.

For a lot of producers, their shops might not be in the heart of their town's retail district, but there is no reason why they can't try to get involved in the other festivities surrounding Small Business Saturday, or to partner with a participating retailer. SBS is a day when folks can break out of a big-box mindset and focus on why it's a good thing to support the little guy. And even though a lot fo the carriers producers represent might be seen as heavy hitters, a lot of producers are epitomal small businesses who make their living by serving their friends, neighbors, and their local community. A day like Small Business Saturday is an ideal time for any agent or broker to reach out to existing clients and touch base, and to welcome new clients into their doors. It might not be a day for making sales pitches, but it could be a great day to raise awareness and to put a human face on a set of financial services that a lot of folks don't often think about very much until they either have to buy them, or they have to use them. It doesn't have to be that way.

Insurance in general, whether it's property & casualty or life & health tends to suffer from a weird kind of disassociation that always leaves the client feeling cold. Either you buy a product you never use (and feel the sting for money spent without a tangible takeaway), or you use it for a reason that does not make you very happy (i.e., a loss). Yes, there are those who would argue that you are totally getting something when you buy insurance, and I agree…but a lot of your clients don't, no matter how much you may try to convince yourself otherwise. It takes more than just a deep faith in the value of the product to make folks feel comfortable with their insurance purchases, and to make them feel comfortable with approaching a producer in the first place. It takes trust. It takes goodwill. It takes some good, old-fashioned salesmanship and marketing. And nowadays, it might take the occasional Small Business Saturday, too.