In honor of AA&B's 80th anniversary issue, I foundmyself wondering how someone were to have penned an article onpolicy issues in 1929. I discovered the answer in an actual articlefrom the first issue of AA&B's predecessor TheLocal Agent, in which C. H. Smith, assistant general agent forthe Hartford Fire in Chicago, decried the “use and occupancy”insurance sales methods of most agents at the time. Over theintervening years at various times, this coverage has been known as“time element,” “business interruption” and today's term, “businessincome.” Yet the issues raised by Smith 80 years ago are ascontemporary as an iPhone. Herewith, beginning with Smith's actualwords, altered and abridged only to render them as if they were aquery addressed to me, is how I believe that 1929 article may haveread: “Mr. C. Amrhein: It appears the majority of men selling useand occupancy insurance say too much to their prospects. I do notmean that they should not tell the prospect enough so that he willunderstand his policy, but often the agent goes too far inexplaining details.

Although the agent understands perfectly what he is explainingabout the form of the policy, a person who is not thoroughlyacquainted with the form becomes bewildered and confused. He beginsto study small details which have little to do with the value ofthe policy. Often the details are hard to understand and theprospect slow to recognize value.

The salesman should be willing to accept as a fact the nature ofthe coverage, which is insurance against an intangible thing, andour
inability to measure definitely and surely this intangible loss,then go ahead and sell the insurance on the basis of the best thatwe can do in view of the nature of the subject of the insurance. Isolicit your thoughts. Respectfully, C. H. Smith.”