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Now that the personal lines industry is finally seeing some relief with upward rate adjustments after a prolonged soft market, the time has never been better to align the agency workforce toward the power of consultative selling. The industry is fraught with references of personal insurance as a commodity and price driving sales. Never has the adage been more true than if you sell on price, you will lose on price. The way to eliminate this is to educate and train your staff to provide constructive consultation to their clients.

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