In the “good old days,” cross-selling meant asking your clientsfor additional business. Legendary State Farm agent and authorCosmo Conte proved this as an effective means of building anagency's book.
Although this can still work, acknowledging the value ofcross-selling or account rounding, today's consumer needs to betreated differently. Rather than you asking them, they need to bepositioned to ask you.
Even on the producer side, there's an unspoken fear that theclient might think them too pushy. That fear means producers willsettle for what they have rather than going for more—even thoughcross-selling is in the best interests of your client.
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