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Sales Effectiveness: The New Challenge in Auto Insurance Direct Marketing

Without question, the biggest game-changer in insurance sales in recent years has been the emergence of online direct players such as Government Employees Insurance Co. (GEICO) and Progressive Casualty Insurance Co. Zooming from a negligible presence in auto insurance to a nearly 8% market share over the past five years, the newcomers have flourished in a market where the potential seems unlimited. Steadily, however, insurance direct marketing is approaching a tipping point that will profoundly ...

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