It might be difficult for any agent to figure out how to market insurance to businesses. Even those with established agencies may confront challenges. A large number of clients are required to increase your reach and obtain new prospects. It’s not always possible to find a regular surplus in small commercial firms.

There are actions you can do to make the process of expanding your lead pipeline easier. You must still invest time in networking, building connections, and understanding what they want. However, you may boost your chances by developing a distinct value offer. Then target more narrow categories of potential customers.

This is a how-to guide for selling insurance to small commercial firms. We’ll go through these topics in further depth so that you may reach out to these prospects and sell additional insurance.


Understanding how to market insurance to businesses sometimes means taking a step back. Determine your value proposition so that you may deliver a more concise and persuasive message. When it comes to targeting fresh leads, you can now use a more powerful method.

“A value proposition is a brief statement that explains why a buyer would pick your product or service.” It communicates the most obvious benefit that clients obtain by doing business with you. According to Help Scout, a customer support software provider, “every value proposition should connect to a client’s difficulty and make the case for your organization as the problem solver.”

How do you go about determining your insurance company’s value proposition?

Internal reflection may be part of the answer. Consider what distinguishes your insurance company from the competition. Concentrate on the context of the small commercial firms you want to target.

For example, suppose you primarily sell to technology companies. You have a thorough understanding of how this business is changing. You read tech blogs, go to conferences, and have lengthy discussions with customers on risk management. Your value proposition may be that you understand the challenges that small IT enterprises face. You may tailor your insurance suggestions to meet the needs of your customers. You might not be able to dig into the weeds in this sector if you were more of a generalist.

Perhaps your value proposition is more focused on your service model. You have a unique method that allows you to efficiently enroll clients. Or you conduct renewal meetings in methods that allow you to gain a thorough understanding of your clients’ businesses. This puts you in a unique position to offer more effective policy suggestions.

In addition to considering what you’re attempting to provide with your insurance company, you may want to consider what first drew people to you.

“The best value propositions employ customer voice copy.” That is, they utilize your present customers’ same phrases to entice your potential consumers.” Consider how customers might respond to queries such, “Why do they choose to associate with your brand?” says Shopify.


Another important component of determining how to sell insurance to businesses is to target certain customers. This is connected to your value proposition. You can describe how your insurance company uniquely benefits other sorts of businesses. If you go too wide, it may not be properly received. It may be too imprecise to compel company owners to act.

You may target more particular audiences with your messaging. A modest manufacturing company in Southern California or a new technology company in Northern Virginia. These may be leads with whom you may communicate more readily. Your messaging can make these leads feel as though you’re speaking directly to them. As you narrow your emphasis on a target audience, your sales and marketing activities may follow suit.

You can now do the next steps:

  • Create parts of your website that explain how you assist various sorts of commercial enterprises.
  • Follow relevant social media profiles to assist you break into circles where your leads communicate online.
  • Joining business groups or attending events that allow you to network with the sorts of small commercial enterprises you want to target.

You don’t have to limit yourself to one sort of audience; having a few is OK provided you can still be particular. The idea is that narrowing down who you’re attempting to sell insurance to can enhance your sales and marketing efforts.

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Consider things from your own point of view. Would you be drawn to a web design firm that “helps businesses construct websites”? In comparison to a web design firm that “assists independent insurance agents with little coding knowledge in developing their first websites”?


Understanding how to market insurance to companies entails keeping your value proposition and target audience in mind. You may begin to expand your marketing in ways that will help you obtain more leads and, ultimately, more clients.

Whatever marketing channels you choose to utilize — whether it’s developing an email list to deliver e-newsletters, producing an SEO-friendly blog, connecting on LinkedIn, or anything else — keep your value proposition and desired audiences in mind.

Small commercial enterprises led by first-time business entrepreneurs. To reach them, you may generate marketing content such as blogs that highlight some of the difficulties that first-time entrepreneurs face.
You may portray your insurance business as a helpful resource to assist clients in resolving such issues.

You may also accomplish this by starting to meet with leads and having problem-solving dialogues. Going for the hard pitch might be off-putting and potentially turn off clients. It is not necessary to cast a wide net with your marketing. With so many different insurance brokers and companies, it might get cluttered. Creating marketing materials that speak to a certain audience frequently makes it simpler to stand out.

“Contrary to popular belief, however, niche marketing does not dilute the firm’s overall brand; in fact, defining niches – and showcasing the strengths of your people in return – means establishing core specialties that easily help differentiate the firm,” writes Megan Carpenter, co-founder and CEO of financial services marketing agency FiComm Partners, in a article. While she is referring to financial counselors in this piece, the same reasoning applies to insurance brokers.

Using solutions like Wheelhouse to make your marketing more targeted is one option. You may use this platform to construct tailored landing pages that are linked to your marketing efforts. You use Facebook advertisements to reach out to small eateries in your area. You might then direct those prospects to a landing page designed just for this audience. Rather than moving them to a more generic website page, these clients feel directly connected.

You have complete control over how prospects go through your funnel. This might include giving more resources, such as blog articles, to aid in the development of client trust. Alternatively, if you believe a prospect is on the verge of making a purchase decision, encourage them to create quotations using Wheelhouse.

When it comes to selling insurance to companies, there is no one-size-fits-all solution. You may be able to boost your chances of success by expressing your value offer to more particular audiences and generating related marketing materials.

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