I learned business-to-business selling inside the technology world.

For years, the technology industry has offered solution selling as their client benefit. The sale does not revolve around the product, but rather, the user's results. The basis of this sale is the lowering of operating costs and improvement of business performance. Data is used extensively to determine the attachment point of value.

Upon recently joining the insurance brokerage industry, I am glad to see other successful young brokers beginning to help their companies evolve into solution sales organizations. I am told that for many decades, the only differentiator between agents was pricing, coverage and carrier representation. As we all know, very little of the above leads to actual differentiation or business solutions.

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