If you are thinking about selling to small and mid-sized business, you may need to rethink your sales approach. You are not selling them life insurance, yet. You are selling them a concept to help them grow and protect their business.

Since we do not sell widgets, we need to understand what would motivate an owner to allow me to speak with his employees. My number one target when speaking to an employer is the cost of employee retention and the importance of employee loyalty.