While it’s true that customers demand lower prices, it’s important to remember the vital role of insurance agents — and the advantages they have over direct-to-consumer products. (Photo: iStock)

As personal lines become more commoditized, identifying new opportunities and rounding out accounts is critical for agency growth. The pace of change has been relentless and even innovative agencies are struggling to remain competitive. In the small independent agency sector, sales and customer relationship management (CRM) systems are quickly becoming one of the most essential technologies that directly impact the success of the business.

Related: 5 high-tech challenges (and solutions) for today’s independent agents

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