FINDING PROSPECTS

Weekly, The Economist, Builder and Contractor, Cement Review, Commercial Bulletin, Oil Age, Mining News, Oil and Gas, Print Shop Talk, Contractor and Manufacturer, Automobile Accessories, Shoe Dealers' Review, National Cash Register News.

Every locality has similar publications which contain various news items of firms and individuals who are enlarging their business have had an exceptionally busy season, secured big contracts, increased their capacity, or experienced some change which would make them good prospects for life insurance. Medical journals tell of recent appoints of physicians to hospital staffs, meaning added income and greater need for life insurance.

Old Clients Are Best Prospects. By W. J. Olive.

For 20 years I have concentrated most of my selling efforts on old clients. Last year 70 per cent of my business came from them, and I had a renewal record of 99. per cent to my credit.

In the first place old policy holders are easier to sell. I know all about them, what they are doing, about how much money they are earning, what responsibilities they have, and how they are situated. This information I got when I sold them before. Consequently, I can go to a man who is already on my books and talk to him intelligently. By what I say I can make him understand that I am familiar with his situation, know what he needs in the way of life insurance and I can offer something that just fits his own individual case. I don't have to feel my way along in making the solicitation. I know all about the man that I am talking to, and so I can get right to the point without .stalling around and wading through a lot of preliminary conversation.

When I talk to an old member about taking out more life insurance, he usually says something like this: "Nothing doing, Olive. You sold me all I can carry the last time. You loaded me up to the top. I believe in life insurance and like your organization and the contract you sold me, but there is no chance of my taking out any more. I can't afford to spend another cent for life insurance."

I expect an old client to say something of that kind. It is the natural excuse to offer for not being interested in taking additional life insurance. But no man likes to admit that he is no better off than he was a year or two ago. When a man tells

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