The more trust you can earn from customers old and new, the more easily you will profit from your product range and knowledge.
Picture the scene:
You are looking for a particular insurance product.
You are looking through various insurance broker websites and one seems to stand out as an authority.
The material they provide is not only comprehensive but also clear, positive and relevant.
The price seems reasonable enough.
You are beginning to feel a sense of commitment towards this broker. They have educated you, given you information on everything you could ever ask for and advised you. You feel reassured.
And so you happily click the 'buy' button.
Later, when you receive your policy documentation, you also get a helpful welcome e-mail with even more tips and relevant guidance.
Your commitment grows.