Obtaining new clients for your safety consulting business - working with independent insurance agents and brokers 

Most business insurance in the U.S. is sold through independent agents and brokers.  These agents aren't employed by any insurance companies, rather they are independent contractors who sell insurance policies to businesses in return for a percentage of the insurance premium - a commission.

An independent agent may represent or sell policies for a number of different insurance companies. 

It's somewhat common for a business to change insurance companies or carriers every few years, but often the business is still working through the same independent agent, now just a different insurance company represented by that agent.

Independent agents typically have long-term relationships with the businesses in their community.  The agents often have incentives to minimize the claims or losses incurred by these businesses.  This is where your services can be invaluable.

When a business has a safety problem that needs to be addressed, a safety training need, etc., the business owner, especially a small business owner, will often seek advice and assistance from the insurance agent.   

By developing relationships with these agents now, you may receive referrals in the future when one of the agents' clients ask for safety assistance.

One method of beginning to build these relationships is simply to call for an appointment or drop in and visit with an agent.  Introduce yourself, your services, your capabilities, your experience, etc.  Leave a supply of your business cards.

You can also seek out and meet insurance agents at Chamber of Commerce meetings and other business networking opportunities.

Pay attention to the business section of your local newspaper for news and announcements concerning insurance agents.  Note the agent's name and agency for future reference.

Also keep in mind that an agency will often consist of several agents.  Develop relationships with the senior members with an established client base as well as the new energetic agent who is just getting started.

Now is a great time to start.  Get out your local yellow pages and start making a list of local independent agents providing business insurance services.  Make a list of agents to visit in the near future as time permits.

In the next edition, we'll tell you about some specific techniques used by established safety consultants to get the most from their relationships with insurance agents.