Why should I do business with you?

These simple questions stump too many agency executives. The quandary is further complicated for those agents who strive to be everything to everyone—and risk becoming nothing to no one.

The answers to the above questions should come to you immediately. They should be second nature, pinpoint accurately your mission and be easily grasped by yourself, your employees and your customers. If you have to mull over the answers, you may need to tighten your focus. Do so and you will be rewarded for your effort.

Source: John Scranton, vice president of StartUpSelling, Inc.