It is no "small" question: How do you sell insurance products toa company that doesn't understand its exposures, that doesn't havea lot of capital, and whose owner often doesn't want to do muchbeyond "point and click" when it comes to purchasing the coveragethey do buy?

And why should agents consider trying to sell tothese prospects, considering the amount of premium (and commission)to be gained versus the amount of work they may have to put intoit?

Yet a number of major carriers — and many savvy agents — arecurrently targeting small business with renewed vigor, devotingextensive resources to this difficult-to-crack market. Some are using technology, social media, andpredictive analytics; others are leveraging theirrelationship-building skills. Small business, they maintain, is thegreat untapped market that holds a bounty of promise for theP&C industry.

Small businesses underserved

"One of the largest and most positive opportunities is to writesmall business insurance in America," says Tom Barrett, presidentof the Midwest and Southeast regions of the Strategic Insurance AgencyAlliance (SIAA). He adds, there are thousands of businesses"overlooked by the insurance and broker communities that aretotally underserved."

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