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Depending on who you talk to, the small business market is either a totally untapped opportunity for selling voluntary or it’s a market that is not worth the effort. Which of these two divergent opinions is true isn’t clear cut, but may become more so after reviewing the market and looking at some of the misunderstandings.

First, we have to agree on a definition for the “small business market.” There’s no industry definition—we’ve heard as small as “under 50 lives” and as large as “up to 300 lives.” For the purpose of this discussion, let’s define the small business market as accounts with between 10 and 100 employees. 

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