Small businesses dominate the American economy. With more than28 million small businesses in the U.S., they account for 99.7% ofAmerica's employers, according to the Small Business Administration (SBA).

Top-performing producers specializing in small business andother experts shared their advice on how to target, sell and renewsmall business. Here are their words of advice.

Jim Mansfield, CPIA, is principal of Mansfield Insurance AgencyInc. in Bright, Ind., which specializes in small business.Mansfield is also vice president of the American Insurance Marketing &Sales (AIMS) Society, so he keeps close tabs on what'shappening in sales practices. Here are his 10 core basics fortargeting small business:

1. Deal with the decision maker.
2. Ask the right questions.
3. Listen to the answers.
4. Formulate a plan that best fits the customers, not theagency.
5. Be very clear in your presentation on uncertain issues orcoverages.
6. During the sales process, focus on the client, not theagency.
7. Be prepared for objections.
8. Business owners need a plan for the next steps in the salesprocess. Have a clear, step-by-step itemized list of what is totake place.
9. Communicate after the initial sales presentation.
10. Follow up on all questions and issues.

Aong with these basics, our experts pointed out 12 other areasthat will help with small business sales. Click on the followingpages to see them.

1. Use a diversity of approaches.

In his years as a producer at his father-in-law’s agency, RyanHanley, now digital marketing lead for TrustedChoice.com, discoveredhe hated cold calling, and preferred getting leads via theInternet. Conversely, his brother-in-law is very successful at coldcalling, and his father-in-law specializes in passivereferrals.

“As a team, we blanketed the market in those three ways, and theagency grew significantly every year.”

2. Play to your strengths.

“Main Street USA local community agencies are uniquely preparedto connect with small to medium-sized prospects," says KeithSavino, COO at Warwick Resource Group LLC inBardonia, N.Y. "Being engaged in local social media, localorganizations and frankly just living in close proximity gives youan edge.”

3. Specialize.

Although "being there" for small businesses gives independentagencies an edge, having a unique knowledge of certain classes willbring you to the top of your prospects’ short list, Savino says.

4. Provide a solid value proposition.

With direct writers eating into the territory, small businesssales are competitive, and if you want to compete your agency hadbetter be able to offer customers something more than just apolicy, Savino says.

"Is the agency staff up to the task of supporting smallaccounts? Does the agency provide a client with 24-7 support? Dothey offer solid remarketing efforts upon renewal and does theagency have a robust customer relationship management tool with acommitment to always communicating?"

5. Use technology to succeed.

Without automation, targeting small business won't be worth youragency's time. Use tech methods such as CRM automated communicationspecific to the client’s policy information, emerging exposuresunique to their classification, renewal process, and post-claimscommunications, Savino advises. Move away from email toward acombination of customer portals and personal touch via phone,balancing “high tech with high touch.”

6. Have the right processes in place.

Many small business customers can translate into a back-officenightmare without efficient processes, Savino says. Streamlineprocesses such as first notice of loss, logging adjuster notes, andall claims followups. Claims download should be implemented toreduce staff time and agency costs, and to help client portalinquiries, he adds.

7. Go mobile.

Offer clients mobile support and 24-7 access; it's not just aperk today, it's expected.

“Small business owners need answers fast, and often not duringtypical work hours: for example, efficient, automated and fastaccess to proof of insurance requests,” Savino says.

8. Lean on real-time functionality.

Defined as starting within the agency management system,real-time functions typically include billing, claims andpolicy inquiries, endorsement requests, and other policybasics.

“Having 10 carrier websites open all day and having to retypepolicy numbers and manually logging into carrier sites is about asinefficient as an ageny can be when working with small business,"Savino says. "Manual carrier site use is also an E&O exposure.”

9. Turn on the social media.

Social media platforms like LinkedIn are like their own searchengine within a search engine, says Brian Appleton, president ofThe GROW Program, aconsultant specializing in digital marketing for agents. Butmost agencies make it all about them rather than what they can dofor a prospect.

“Having a better profile that allows prospects to search for youin LinkedIn or Google can help,” he says.

10. Go beyond blogs to produce valuablecontent.

Blogging can be a powerful tool, but it’s not the only way togrow an agency's presence, Appleton says. Agents can show off theirexpertise on a local radio program, morning TV show, or article inthe local newspaper.

“The great benefit is that you are seen as an expert and not assomeone begging for someone else’s business,” he says.

Always avoid a blatant sales pitch in your content, focusinginstead on providing value to small business owners, withcontent such as upcoming legislative changes that affectbusiness owners, health insurance, or employees risks.

11. Use onlineadvertising.

Like everyone else, small business owners are on all of thesocial media networks. Run Facebook, LinkedIn and Google ads asspecialized strategies to get the exact type of prospect you want,Appleton says. Include a specific action that takes the prospectthrough a sales funnel process, driving them to a landing page orother site where action needs to be taken.

12. Don’t overlook direct mail.

The granddaddy of marketing tools isn’t dead, and in fact ishaving greater results because so many people have abandoned it,Appleton says. Once again, however, pick a specific target nicheand send mailers specific to them.

“If you want to go after floral shops, find out their biggestneeds and concerns, and ask them for their email on a landing pagefor a white paper,” he says.