Many brokers have not developed their marketing capabilities because they think the subject is too complex and expensive, research by Zurich Personal Insurances has revealed.
Marketing head Max Todd said it was more important than ever for brokers and intermediaries to promote their services as effectively as possible.
He said the research showed brokers felt they lacked knowledge of marketing planning, did not feel confident about putting together a marketing campaign, did not have the expertise to design and launch powerful sales literature and were unsure how to motivate front-line staff to support marketing activity.
He said insurers could assist by providing interested brokers with mentoring, user-friendly marketing tools and documentation.
Zurich Personal Insurance launched an internet-based interactive guide to marketing in March.