Listen to the client. This is an age old truth we all live by. With this business becoming more competitive every year, it becomes more difficult to differentiate myself. By listening, I make my prospect feel heard and gain his trust. Secondly my listening skill will allow me to better understand the prospect's needs and problems. This allows me to build a benefit solution that better fits his business than what he now has. And let's face it, most groups don't know what possible plan designs exist that could be a better fit for them.

Give clients attention. A small client reminded me not too long ago that everyone has a story to tell: It's a small jewelry shop that represents very little revenue. This year's renewal required additional time and effort, including a Saturday meeting. I was a bit put off by at first. 

The business owner told me about the sacrifice of 17 years she and her husband gave to this business. It was everything to them. It had such a powerful effect on me that it gave me a new perspective on what exactly it is I'm entrusted with daily. And it inspired me to look on the mundane client base with more gratitude and commitment to work harder to engage more.