There’s a bookstore in Great Barrington, Mass., where I spend my leisure time. It’s great-this little Main Street store has every book I could ever imagine, and if it isn’t physically at the store, they can get it. The place defines customer service. The people who work there know me and they know what books I like to read. They are a perfect example of the value of shopping local with businesses. When I walk in the door, they are ready to help me, they take me to whatever book I seek; and if I am not sure what I’m looking for, they make good suggestions-because they know their customers and their products. If I order a book, I get a personal phone call when my book is in.

But a few weeks ago, I was back on Long Island for the work week and I needed a couple books. Since I wasn’t at my place in the Berkshires, I opted for what I thought was convenience and speed at the big box store, Borders. After a long search on my own, I found my books. I paid for the books and I went home, where I took the books out of the bag and looked at my receipt. To my profound irritation, the receipt included an ad for GEICO, including both the lizard’s Website and “800” number. Underneath it, the slogan, “See how much you can save; get a quote today.”

This would be infuriating to any agent. First, I had to see GEICO advertisements on the renewal of my New York State auto registration; then on other various and sundry bills I receive; and now on the receipt from a retail establishment. While spending my free time and my money, and I have to see this trash. This ubiquitous advertising is maddening.

“Down with the big box stores!” I thought. Only at a large retail big box store would I see advertising like this from a big box insurance carrier. I drove back to Borders and returned the books. I even got the run around about returning them. The cashier had to call a manager, this was not his decision, but one that came down from the home office at the corporate level. So much for local decisions. I vowed to shop only at my Main Street, corner book store in Great Barrington from now on and the next book I buy will be on exterminating lizards!

And that’s when it hit me. The book stores are an analogy for our own industry’s choices of distribution systems. As I always do, I turned to PIA, which has an entire section on its Web site, dedicated to helping independent agents compete with the direct writers, called Take Back Personal Lines. There, I found a treasure chest of tools and therapeutic information (that I can share with customers) that helps point out the benefits of working with a professional, independent agent. My favorite item there is a comparison of a GEICO policy with the standard Insurance Services Office Inc. personal auto policy, which notes important differences. The site reminds the reader to keep in mind the fact that not all agency companies follow the ISO form, but it’s a handy tool for pointing out possible differences that an insured may not consider. It’s nothing agents don’t know-we are intimately familiar with the benefits we offer over direct writers. But, it’s good to remember this-especially when every time you turn on your radio, drive your car or open your mail you are being bombarded with GEICO ads.

Main Street independent agents live in the communities they serve. We support local efforts and we know our customers. We offer our clients a choice; both of products and carriers. We take time to shop coverage for our neighbors and we provide them with personalized, objective advice because we’re not employed by any single big-box insurance company. Just like the book store near my vacation home, independent agents know their products better than a stranger with questionable credentials on a headset in some remote location. We can work with companies that offer specialized coverages for our clients who have unique needs; and we always provide personalized, professional service.

Insurance is complex. High-value policyholders with property and risks are more likely to seek out an expert with in whom they can have confidence, who can provide face-to-face service and advice. And professional agents identify and qualify the risks on an immediate and ongoing basis to the benefit of both insureds and carriers. There’s not a TV commercial or billboard that exists that can compete with those particular benefits that independent agents offer to customers, and that’s why the best carriers know we are the best distribution system they can use.