WASHINGTON--Agencies seeking to survive in the future will need to develop a culture aimed at being more than a business selling a commodity, and the key is customer treatment, according to an agency consultant.

Larry G. Linne, president of the agency consulting firm Sitkins International, gave that advice yesterday in an address to insurance agency representatives here attending the 33rd AMS Users Group National Conference.

Mr. Linne said it is difficult to know what the future will be, but laying out a strategy that improves an agency's relationship with their client will help it survive into the future.

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