As innovation gives rise to new products and delivery platforms,agents face competition.

Agents also are confronting a generation shift and must reachout to a new generation of clients with different needs andpreferences.

In this environment, agents who aren't taking active steps togrow their businesses, gain market share and strengthen clientrelationships risk slipping behind.

For agents to survive in this competitive environment, they needto look for innovative ways to build their brand and communicatetheir unique value. They need to take a strategic, flexibleapproach that capitalizes on new technology and outsourcingopportunities to provide enhanced value to clients.

To put your business on a growth footing for 2018 and beyond,consider these best practices of top-performing insurance agentswho have been successful in today's changing environment:

1. Focus on client needs.

Top-performing agents are client-focused. They understand andaddress individual client needs. These agents look beyondgeneralizations such as age or income level to explore clients'individual goals, concerns and values. They communicate frequentlywith clients to review changes in their situation and to anticipatepotential family or professional situations that may affect theirlong-term financial needs. They then use their in-depthunderstanding to select the right tools and options to meet theirclients' needs.

Consider scheduling “client rediscovery meetings.” Sit down withexisting clients and revisit their goals and concerns and exploreany changes since your last conversation. The focus of thesemeetings should be on conveying how much you value your clients,and how concerned you are about their well-being and success.

2. Offer solutions, not products.

By focusing on client needs, rather than a list of products youwant to promote, you may open up new ways to add value to yourclient relationships. By reviewing the needs of top-tier clients,you may discover opportunities to expand the products and servicesyou provide. While broadening your practice to provide new types ofinsurance or financial planning may require additional education orcertifications, it's a relatively low risk to diversify yourrevenues.

Related: Sustaining customer relationships in an evolvinginsurance industry climate

To meet client needs, you might also build a network of otherprofessionals who offer expertise or products you don't. CPAs,estate attorneys, and financial advisors are obvious examples, butmany agents have found success forming relationships with otherprofessionals who interact with people at key transitions in theirlives. These might include marriage planners, realtors, mortgagelenders, funeral directors or elder care specialists.

These relationships might be as simple as sharing businesscards, or involve greater collaboration such as hosting jointmarketing events or collaborating on brochures and checklists. Byvetting and recommending other professionals, you not onlystrengthen your value proposition to your clients, you also tap newprospecting opportunities.

3. Commit to winning new clients.

Successful agents look for strategies to differentiatethemselves, communicate their brands and encourage referrals fromtheir top clients. Many aagents have found success by focusingtheir marketing and client development efforts on a particularniche.

Relaated: 4 ways insurance agents can keep communicationsgoing with clients

Consider focusing on small-business owners or a specificlarge employer in your community. Once you've decided on a niche,you can focus your business development and networking on buildingsolutions targeted to this niche. You can also work to establishpersonal connections with these clients, while communicating howyou've helped people like them in the past. Hold clientappreciation events targeted to your unique client niche, and askyour clients to bring two colleagues.

Become involved in your community, especially on boards ororganizations where you might network with your target audience.You might also volunteer to be a subject matter expert in the mediaor at community events, helping to demonstrate your expertise andyour social commitment.

4. Invest in your brand.

To grow your business, you need to think of ways todifferentiate yourself and to communicate this difference incompelling ways that focus on solutions for clients. The first isto think about what sets you apart. It may be your educationalbackground, personal experience or professional network.

Related: How insurance agents can provide realvalue

Once you've reflected on who you are and what you do well, thenext step is to craft a story that tells people why you are theright person to help them meet their goals. In building your story,focus on personal touchpoints — clients you've helped in thepast as well as experiences from your own life. This story shouldalso let people know the kinds of clients you're looking for.

5. Establish a dynamic digital presence.

Successful independent insurance agents use a variety ofplatforms to engage their clients and communicate their brand,including email, social media and, critically, their website. Aneffective website must serve a number of functions. It shouldpowerfully communicate your brand story and reaffirm your valueproposition to your clients. It should also provide your clientswith a way to view and make changes to their accounts, and learnabout additional products and services you offer whilecommunicating your expertise in key subject areas.

A website is an important tool for drawing prospects to your business through “inboundmarketing.” The idea is to use your site to distribute freecontent and tools as a way to draw visitors and boost engagement.This content might include educational articles, blog posts orrecorded webinars, as well as videos.

By offering complimentary content, you not only build goodwillwith your clients and prospects, you also help to build awarenessof your unique expertise. Look for ways to make your contenttimely, and refresh it regularly to encourage frequent returnvisits. You can use email blasts or social media links to alertyour contacts about new content.

6. Target the next gen.

The next generation of clinets will beimportant sources of business. To build relationships with theseclients, agents must provide both advanced technology solutions andexceptional client service. They also should explore hybrid optionsthat combine collaborative, personalized advice with anorchestrated mix of outsourced solutions.

With cost pressures, increasing competition and evolving clientpreferences, 2018 will likely be a pivotal year for your business.Despite these challenges, 2018 will provide exciting opportunitiesfor proactive agents who are flexible, visionary, and focused onusing technology and integrated solutions to win new clients andgrow their businesses.

Related: Grow your insurance client base throughevents

Mike Lover is senior vice president of key accounts withTrust Company of America.