Grouping all SMEs together is the principal reason why brokers "fail to punch through in their marketing", according to Phillip Walter, CEO, Insurecom.
Speaking at the Insurance Times' conference, Making money from SMEs, Walter said the SME market was a particularly difficult market to tackle successfully.
He said that most SMEs were good at "filtering out approaches from people they don't know" and warned against generalisation in marketing.
Walter said the growing broker needed to personalise their approach.
He added that key to service was "increasing your value, not how quickly you pick up your phone."
