INDUSTRY IMAGE IMPROVEMENT PLAN by Mary Beth Bolen How to improve the industry? One day at a time, says the National Association of Insurance Women (NAIW), Tulsa, OK. To mark NAIW Week (...

Knowing what customers expect may be the most important key to successful selling. While every customer is interested in getting an appropriate price, many salespeople seem to think that price is the primary issue. As a result, they lead with price and seem to base most of their sales presentation on cost issues.