In the “good old days,” cross-selling meant asking your clients for additional business. Legendary State Farm agent and author Cosmo Conte proved this as an effective means of building an agency's book.
Although this can still work, acknowledging the value of cross-selling or account rounding, today's consumer needs to be treated differently. Rather than you asking them, they need to be positioned to ask you.
Even on the producer side, there's an unspoken fear that the client might think them too pushy. That fear means producers will settle for what they have rather than going for more—even though cross-selling is in the best interests of your client.
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