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Small-business selling should be a major part of your sales strategy, provided you establish some clear guidelines. (Photo: iStock)

Should you consider selling to small businesses? If so, how do you sell to them?

The first answer is yes. Suppose you decide on a marketing campaign to add $400,000 in new business premiums. Would you prefer to try to produce two or three large-premium new customers, or would it be easier to produce 25 new small-business customers? The potential retention rate on large accounts is probably one to three years, compared to seven-plus years for small businesses.

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Barry Seigerman

PropertyCasualty360

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