How well do your qualifiers know their customers? If they're anything like the marketing executives who lead them, the answer is "very well" in some ways, "not so well" in others. In a session at the Life Insurance Marketing Research Association (LIMRA) Annual Meeting in Dallas last fall, Walter Zultowski, senior vice president at LIMRA, asked a group of 50 local consumers a series of questions about their perceptions of financial services pro-viders and their own financial needs. He then ...

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