Two fundamental shifts will affect our industry in the next few years. The first is consumer trends in purchasing goods and services. Purchases are no longer spontaneous one-and-done choices but rather a systematic search for a great experience. Consumers are looking for a trusted, long-term partner whom they can trust to have their best interest at heart. This does not mean a quick sale but rather a lifelong relationship that will bring true value to members’ lives. The second ...

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