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“If you select me as your agent, the savings will enable you to purchase and pay for that new truck you need!” 

That was the closing line of a young producer’s presentation to the city council of a small Midwestern city in a rural farming area. Preceding him were several other presentations from agents competing for the business. The other agents kept to the normal regimen of quote-and-bid presentations, with a lot of insurance lingo thrown in. They didn’t get the business.

This particular producer took time to learn about the needs, risks and exposures of his prospects. He talked to them in their language, not his. In this case, while researching the exposures and needs of this small city, he listened to them talk about how tough it is to manage the budget in the current economic situation. One of their biggest concerns was that the city needed a new truck, but couldn’t find any room in the budget to pay for it. 

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