Conferences, luncheons and speaker events can be great tools for insurance agents to learn about new products, educate themselves and network with other agents. However, a recent survey revealed most agents would rather stay in their offices and at their desks than attend such events.

This is just one example of the findings in a recent Mintel Comperemedia online survey of 275 captive and independent insurance agents that revealed that many agents feel they need to be in the office to grow their business. In short, if they aren't at their desks, they aren't making money. So for professional enrichment, growth and networking, agents prefer initiatives that allow them to learn while still keeping in touch with clients and growing their businesses.

Insurers should recognize this preference and provide agents with support and incentives that simplify their efforts, rather than distracting them from their core goals.

Another finding involved agent compensation. When asked about incentives from insurers, both captive and independent agents showed a strong preference for cash and commission bonuses. More than two-thirds of respondents said cash incentives were very appealing to them, while nearly six in 10 preferred commission as an enticing promotion. Far less desirable were trip or conference incentives, which pull agents out of their offices and prohibit them from working for a period of time. Captive agents did show a higher preference for trips and conferences compared to independent agents (38 percent versus 27 percent).

Agents also prefer to learn about new products in ways that don't require them to leave their desks. Sixty-five percent of respondents named e-mail as the preferred method of receiving information about new insurance products. Webinars and insurance company Web sites were also popular responses (at 49 percent and 45 percent, respectively), supporting the notion that agents enjoy working with companies that invest in user-friendly, relevant technology online.

Consistent with their preferences for incentives, however, agents aren't particularly keen on lunches and conferences for new product information. Just 4 in 10 say they learn about new insurance products at lunches or speaker events, while less than that say they go to conferences to gain this knowledge.

To communicate new product information to agents, insurance companies should focus on developing their Web sites, creating compelling e-mail campaigns and producing good in-office materials. Strong regional manager relationships can also help insurers communicate with their agents.

Every insurance agent working today knows the importance of continuing education, and most agents seem to favor webinars as the way to learn. A full 63 percent of agents told Mintel Comperemedia they prefer to meet continuing education requirements through webinars, which are often free or inexpensive as well as convenient for busy agents. Continuing education options that require leaving the office--lunches/speakers and conferences--were less popular with agents (44 percent and 32 percent, respectively).

The ever-desirable referral remains agents' top method of promoting the agency. When asked to select which sources they use for promotion, nearly 9 in 10 agent respondents chose referrals. All other selections garnered less than 50 percent agreement from agents. Networking events were the second top choice at 46 percent, while e-mails and agency Web sites followed with more than 40 percent of agents saying they choose these channels for promotion of the agency.

Agents have grasped onto e-mail and savvy Web sites for business and agency promotion, but when it comes down to relating to clients, traditional means of communication thrive. Eighty-four percent of respondents told Mintel Comperemedia they primarily call or meet their clients in person when they need to get in touch with them. Only 15 percent said they regularly turn to e-mail for this communication.

Price and agent support were revealed as the most influential factors for agents when selecting which products to sell. Insurance companies that compete well on these fronts should have good success with both captive and independent agents. Nearly 9 in 10 agent respondents said that price and agent support were very or somewhat influential for them in determining which insurance products to sell. The company's AM Best/Financial Rating, brand recognition and depth of product offering were also highly influential to agents. Respondents ranked incentives and commission last in influence, showing that agents are truly focused on which products will best suit clients' needs.

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Special Reports /

What do agents want? You might be surprised

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