Your prospects don’t know what you know. Communicate clearly.

You're selling a very sophisticated product to a very unsophisticated client. And I'm not saying they're not intelligent. I'm not saying that. I'm just saying they don't know insurance. I mean, then they should know insurance because they're in their own business selling whatever, building, construction. So they need to look to somebody that will educate them. So if someone says, you know, I need X, Y, and Z and say, well, you know something, let's, let's talk through it. You need this, that, and the other thing. It's not like a number 2 pencil. You know, insurance has exclusions, it has conditions, it has warranties, and getting through those complexities and understanding the complexities, which we always try to do, certainly helps put them at ease, the client at ease. And when they come back and they have a claim and it's covered, they're, I mean, they're so grateful.