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In Canada, they call them "expiry dates." In the U.S., they are called "expiration dates."

No matter what name they are given-"renewal dates," "anniversary dates," or any other name-one point is abundantly clear: People are more willing to change their agent or broker at renewal time than at any other time of year.

That is the way it has been in the past, particularly in Personal Lines, and surely that is the way it is going to be in the future.

X-dating is the name of the game. If you anticipate to grow; if you expect to even maintain last year's volume in this price cutting market; then you'd better believe X-dating is a must.

Expiration Date! Renewal Date! Anniversary Date! Call it whatever you wish. But without a pocket full of X-dates, you are "whistling Dixie" while some direct writer or, even worse, your fellow association contemporary, is marching off with your share of the market.