I grew up in a family where my dad sold financial products to corporations and he was constantly building relationships with potential customers and his line of work, it would be going golfing with customers and going out to dinner and that kind of thing, but selling insurance over the phone, I would imagine that it would be something more like helping a friend, being trustworthy and honest or seeming like you're doing the best to help them make the right decision. Basically, it's basically just forming a friendship that's mutually beneficial to both groups.