037: Strategic Planning and Niche Markets - with Chris Luker & John Dunn

On today's episode, we’re chatting to Chris Luker and John Dunn of Luker Rowe. Both Chris and John have extensive experience in the insurance industry and we’re delighted to be talking to them today about the challenges the industry faces in 2020, strategic growth planning and niche markets.   LEARNING OBJECTIVES: One of the biggest insights in a move from insurer to broker have been just how difficult it can be to win new business. Having clearly defined and established propositions for different customer groups has been a step to Luker Rowe’s success. Having a sharp focus on who your ideal client is helps the approach Luker Rowe takes in winning business. Plugging into the local community is a key component of how we’re going to focus on growth for the coming period. Having a strong staff development program means our business can always ensure a fresh approach to performance management.   BEST MOMENTS: ‘’We have two members of the team that we will be onboarding in a lockdown environment, which will be a different set of challenges but we're confident that the team will rise to it and there'll be successfully onboarded.’’   ‘’I think one of my big insights in the move from insurer to broker is, on the insurance side certainly, my experience was if you've got a really solid client facing proposition, and some good trading underwriters, you get a good flow of business coming in. On the broking side, it's been a real learning for me just how difficult it is to win new customers.’’   ‘’I think a quote I wrote down from you, John, from one of our previous conversations was that it's not good enough to have a friendly face and a good proposition - you need even more, which is probably even harder to do in in current times.’’   ‘’…that means that the proposition we deliver to our customers is as well thought out and that we deliver it in a way that we know our customers and we know what they need. However, this year has presented its challenges.’’   ‘’We have some really strong core values within our business. We use those for all recruitment decisions. We also use them to inform placement decisions and all aspects of our business and our strategy.’’   RESOURCES: Luker Rowe Website: https://lukerrowe.com/ Chris Luker’s Linkedin Profile: https://www.linkedin.com/in/chrisluker1/ John Dunn’s Linkedin Profile: https://www.linkedin.com/in/johncdunn1/   ABOUT THE HOST Sarah Myerscough is the Sales and Marketing Director of Boston Tullis Group. The founder of The Insurance Brokers Podcast, she brings a wealth of marketing experience and a fresh perspective on marketing in the insurance sector. Boston Tullis works with insurance brokers to offer solutions to business development ceilings, particularly in the rapidly developing fields of video marketing and thought leadership. If you would like Sarah to help you develop an integrated marketing strategy, using state of the art concepts, then please book a free 20 min call via Calendly    Website: https://bostontullis.co.uk/ Evaluation Link: https://s.bostontullis.co.uk/s/podcastevaluation