UPFRONT
EDITORIAL
Advice from our Elite Brokers
T
he bad news keeps stacking up for the Canadian economy. Weeks of poor economic reports detail the struggles of the manufacturing industry, the low loonie and the comparatively stronger US economy. In fact, the country suffered its steepest monthly decline in July in GDP since 2009, as the full impact of the Fort McMurray wildfires shrunk the economy by 0.6%. Bad news for the economy, of course, means greater struggles for insurance brokers. But a poor economy can only make so much difference. In our 2016 Elite Brokers List, Insurance Business Canada has identified those insurance professionals who have used impressive strategies to beat poor economics and grow their businesses. While every individual on our list is different, we did notice some common traits among brokers who managed to accumulate impressive books of business last year.
www.insurancebusiness.ca SEPTEMBER/OCTOBER 2016 EDITORIAL Senior Writer Penelope Graham Writers Libby Macdonald, Tim Garratt, Henry Preen, Paul Lucas, Joe Rosengarten, Caitlin Bronson, Lyle Adriano Executive Editor – Special Features Ryan Smith Copy Editor Bruce Pitchers
CONTRIBUTORS Michelle Lopilato, Christine Khor
ART & PRODUCTION Design Manager Daniel Williams Designer Joenel Salvador Production Manager Alicia Salvati Traffic Manager Kay Valdez
SALES & MARKETING National Account Manager Eric Langille Associate Publisher Trevor Biggs General Manager, Sales John Mackenzie Marketing and Communications Claudine Ting Project Coordinator Jessica Duce
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Elite brokers use all their available resources to make valuable connections and form relationships that, over time, they can leverage into professional partnerships First, elite brokers make sales calls less about the sale and more about education. With millions of dollars in the insurance marketing sector, there are a lot of misconceptions for which even the most educated clients can fall. But by reframing conversations as an opportunity to discuss risk and the concept of risk transfer, our top brokers have made more headway than most. Second, elite brokers use all their available resources to make valuable connections. Whether that’s through neighbourhood groups, community events or alumni associations, these brokers form relationships that, over time, they can leverage into professional partnerships. And finally, a significant number of our elite brokers have developed profitable niches for themselves in industries as varied as schools and beauty salons. Recognizing that specialization is the way forward, these brokers are examining their footprint in these unique niches. We hope that learning more about these elite brokers gives you insights into how to improve your own business and see your name on next year’s list. The team at Insurance Business Canada
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