There are times when a “one-size-fits-all” approach works wellin the market. After all, it can streamline and simplify products,solutions and services.

But, it's not the right fit every time. Just like every personis unique, every community is unique. And that means every marketis unique, as well. Competitors vary, employer profiles differ andlocal dynamics — the economy, social trends and demographics — alsoinfluence and define markets in diverse ways.

Indeed, one size does not fit all.

Ask a person who services the New York metro area to effectivelyservice San Antonio, and you've got a clear disconnect. The markets aren't thesame, which means the servicing shouldn't be, either. What doesthat mean for insurance companies who offer products and servicesnationally, even globally?

It all comes back to the value of a local presence — feet on thestreet where your clients live and work. It makes a difference.

Local offices support an insurance company's commitment to bothyou and your employer clients, granting access to people in themarket who can more effectively deliver on what are likely theirtop three expectations: be available, be responsive and “make myproblems go away.”

That's why local sales, service and support matter. Doneeffectively, they result in:

• A first-hand understanding of the market and its specificneeds

• On-site education for brokers

• Face-to-face interaction with clients to resolve issues moreefficiently

• Close relationships with local sales reps to provide seamlesssolutions

Never underestimate the value clients place on working withinsurance companies who have local people dedicated and matched totheir unique needs. Yet, accomplishing this can be complicated andmay require a more significant investment by the insurer. Is alocal presence really worth it?

That depends.

Carefully aligning a client's needs, objectives and price pointswith what an insurance company has to offer — not just in terms ofthe products and services they provide, but also how they providethem — is a must. Local market expertise and service — combinedwith centralized support at the home office — is arguably the bestway to meet those top three expectations: be available, beresponsive and resolve issues.

And insurance companies who understand this know that theability to meet a client's needs is about the intangibles — easyaccess, trusted advice and knowledgeable resources.