The challenge is the same for every salesperson who gets an order. What it takes is capturing the customer's imagination. The competition isn't another brand, or a better auto or homeowners' insurance policy. The competition is another salesperson, one who knows how to hook customers. The primary task for every salesperson is getting customers to want to do business with them. Related: 11 sales pitches that kill insurance sales Without that, customers move on, looking for someone, as they say, "Some who makes us feel comfortable." This applies to everything from selling paint to political ideas. See what it takes to do it in the slideshow above. John R. Graham of GrahamComm is a marketing and sales strategy consultant and business writer. He is the creator of "Magnet Marketing," and publishes a free monthly eBulletin, "No Nonsense Marketing & Sales Ideas." You can email him at [email protected] or call him at 617-774-9759. Related: How to sell insurance products people believe they don't need Your prospect don't speak the language of insurance. Translate for them What words insurance clients do and don't want to hear