Products: How to… make affinity changes work


Get to know them

Profiling creates business intelligence, don’t just go to an underwriter with numbers, you need the who, how and why.

Who: aside from knowing if there are enough of them to make it viable, what are the clients’ needs and unique characteristics that create opportunities? Focus on becoming part of the community – don’t simply exist as an outsider selling to them. Participate in events, committees, seminars, get under their skin and see the world through their eyes.


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