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The great insight the world received from psychology over the last century is that we are beings with feelings who are helped by logic; not logical beings helped by feelings.

Nort Salz, president and co-founder of Deep Customer Connections, maintains this insight has major implications for the independent agency distribution channel in the insurance industry. One such proposition is that agents need to operate at a transactional level. They don’t just want the coolest technology; they just want an underwriter to come by occasionally and talk with them.

“I see so many comments from agents that deal with having someone from the carrier stopping by to talk so they can write some business,” he says. “In some ways it’s a personal relationship, but it’s really more of a business relationship they are looking for. But to be effective, [the relationship] has to have some sort of personal component to it.”

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