Enhance the agency channel's willingness and ability to cross-sell specialty lines.

Differentiate incentives for specialty lines vs. the core lines, potentially increasing the percent commission to encourage agents to devote their valuable time and resources to cross-selling these lines.
Increase training on specialty lines products and technology. Consider migrating specialty lines to a common IT platform with the core lines, if possible.
Educate agents on the strengths and capabilities of outside partners to instill confidence.
Provide message points, such as customer satisfaction metrics, for agents to share with their customers.

Consider less costly, alternative channels to cross-sell specialty lines.

Leverage newer, digital methods to identify customer needs and educate them on coverage options. Remove the burden of selling these customers from the agents and deliver only ready to buy, hot leads for them to close.
Consider creating call center teams specifically focused and compensated on specialty lines sales.
Introduce online quoting and binding capability for specialty lines to enable straight-through processing and minimize leakage for customers coming to you from online search engines and social media sites.

Importantly, the vast majority of consumers are already conducting online research to select carriers and coverages. Using digital methods to reach specific targeted customers with the ability to help them learn about risks can bring real organic revenue. Remember, search engines are not your friends, as they expose customers to other carriers and options. Those carriers that present meaningful, timely information in a digital format to assist customers in the shopping process have the potential to crack the code on specialty lines cross-selling.

Special Reports /

Specialty Lines Can Lead Growth in P&C

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