| At first glance, the insurance industry might appear to be primarily composed of monolithic corporations residing in glass and steel towers. While this is certainly true at the largest corporate levels, the industry is actually fragmented into several groups. Some of these are related to their parent companies, while others are much smaller enterprises. All represent opportunities for the document services provider.
The key to selling into any industry, including insurance, is knowledge about the industry, the types of documents they use, and the trends and issues they are facing. You must also know who to talk to when selling services—in other words, you must understand how to pursue a policy of success in selling to these businesses.
This sales brief provides a background about the insurance industry, and defines the people, establishments, and documents that will be important in the selling process. It also provides references to additional materials that you can read to learn more about the industry, including a 2006 InfoTrends study entitled A Vertical Market Approach to Document Services in the U.S: The Evolution from Printer to Partner, which contains detailed information about document trends in the insurance arena and other industries.
For document service providers, there is good business in insurance companies of all sizes in the production of statements, policies, explanations of benefi ts, marketing materials, and more. In addition, don’t forget the thousands of insurance agents that are located in almost every community! Many are independents, but even those employed by insurance companies have document needs. This brief explores the needs of both sides of the insurance picture.
After studying this brief, you will have a platform of knowledge upon which you can build a targeted, actionable go-to-market plan that will increase your ability to successfully and profitably penetrate the insurance market with on-site services, off-site services, or a blend of both.
The best policy for sales calls on insurance prospects is a policy of success. This guide will help you comply with that policy! |
