Mark Davidson

The insurance market offers distributors opportunities to think outside the box. Digital printing, e-forms, the Internet, you name it—the electronic age has settled into the business forms industry and is here to stay. As a result, distributors find themselves in a position where services, creativity and attention to detail are the keys to high profits. And while the insurance market used to rely on a series of steady and unchanging reorders, in more recent years, it has become a market where distributors can be imaginative, expand their product offerings and build relationships. All it requires is the foresight to anticipate a company's wants

Whether it's general products or market-specific forms, ingenuity is the best policy. Even in a conservative marketplace, setting yourself apart from the crowd is critical for success. Case in point: More than a dozen years ago Hart Information Services in Austin, Texas, wanted to penetrate the insurance market on a national level. "We were latecomers to the national marketplace," said Sherrell Kidd, vice president, "and our chances of penetrating it weren't great. In most cases, the insurance industry is very conservative, and if these companies are being provided services through a reliable and dependable vendor, they're slow to change." Adding to