It Takes Two: African-Americans In The U.S. Insurance Marketplace

The answer almost is infantile in its simplicity: blacks and whites have to work together, in separate ways, towards the same goal of constructing a true multicultural marketplace.

First, the majority of the insurance industry, which is predominantly Caucasian, has to be more open-minded to and cognizant of the African-American insurance professional.

Secondly, African-American insurance professionals must catch up and establish a niche by adhering to the rules of professionalism, immersing themselves in the surrounding community and exploiting every available opportunity.

In short, the majority has to be willing to open that huge, rusty, creaky door called opportunity. And members of the minority have to prepare themselves, almost to perfection, to walk through that door and be admitted into the Big Dance. Its possible, but it does take two.

The rest of the insurance marketplace is in a comfortable position where they dont have to bend their backs to allow any opportunities for minorities. However, if the majority did allow for such opportunities, then infusions of diversity would follow, creating a stronger insurance community. Significantly, recognition and support of minorities by the entire insurance community would provide the first realistic foundation for an emerging multicultural marketplace.

The African-American has to work towards multiculturalism rather differently. For example, the greater insurance community only has to alter its stance to better help the emergence of the multicultural marketplace, whereas the African-American insurance professional must toil relentlessly towards perfection for acceptance and avoid being crushed or driven out.

However, I have observed a lack of professionalism among African-Americans in insurance businesses and will be the first to tell you that in order to catch up and even be taken seriously by the greater insurance community, the African-American agent and broker must be professional. The toughest obstacle in working in a predominantly white insurance marketplace is getting them to look at you as a professional organization. And the way you do that is by being professional.

Professionalism is established by assuring that your employees are properly trained, maintaining solid and effective office management procedures, participating in professional development seminars, conducting business with proper etiquette, and doing all the small things, such as answering the telephones correctly.

Professional behavior also serves as a survival mechanism. You must have professional procedures if youre going to compete, because if youre already behind, how are you ever going to catch up? You cant afford to be mediocre if youre going to get ahead. Significantly, many African-American insurance professionals have never worked in a large corporate culture, so they lack that professional exposure from the beginning.

Immersion into the surrounding community is just as important as being professional for the African-American to succeed. If youre going to get into this emerging multicultural marketplace, then youve got to feel, think, breathe and be of that marketplace.

I know Gary, not only because Ive lived there since birth, but because I am aware that the community is conscious, like a living, breathing organism. So I listen to its every inclination, doubt, hope, dream and any vibe it may give off. This makes me in-tune and allows me to change with the general shifts in the tide of the community and, in turn, makes me a better insurance professional.

I have focused on my own community for a reason–because success there may lead to bigger and better things in the future.

As I am focusing on, and doing business in, my predominately African-American community, my agency starts to grow in stature and before I know it, I am able to cross over into larger corporate communities. This allows the opportunity to be a player should a Fortune 500 company say, "Well, we want someone qualified, so why not you?"

The excitement comes from being the best in your community and using it to lift you to greater heights.

If immersion into the surrounding community and establishing professionalism isnt enough, then making the best of every available opportunity is the best way for the African-American insurance professional to safeguard against failure and mediocrity. Go to trade shows and professional development seminars or get involved with your trade association, such as the Independent Insurance Agents & Brokers of America. This type of exposure helps to build competence, as well as confidence.

At the end of the day, a dose of optimism is probably the safest bet for any insurance professional trying to make his or her way in todays insurance marketplace. There is so much out there. The possibilities are endless. If you can get on a track, realize that even one track can lead to a tremendous number of opportunities.

Roosevelt Haywood III (kiana@haywoodandfleming.com) is president of Gary, Ind.-based Haywood & Fleming Associates. He serves as chairman of the Washington, D.C.-based National African American Insurance Association (www.naaia.org).

Reproduced from National Underwriter Property & Casualty/Risk & Benefits Management Edition, September 19, 2003. Copyright 2003 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.