Small businessowners and self-employed professionals are good prospects. Since they work alone, their incomes are especially vulnerable to disability. Partners and shareholders in closely held corporations have an obligation to protect their incomes for their families, as well as to assure the continuation of their businesses or practices in the event of retirement, disability or death.

Though the term "business and professional market" is used as general references, it is too broad to fit the true meaning of a "market" for practical purposes. By definition, a "market" is an identifiable group of people who meet the following criteria:

So, for example, manufacturers with many blue-collar union employees have different disability income protection needs than self-employed architects of the owners of a multi-generational family-owned retail store. What's more, the dentists, family practitioners, and optometrists in your area will probably be in completely different professional and social circles than the surgeons. Each of these groups of businessowners or professionals represents a unique "market" or market "segment." Even though the basic solutions you offer may be much the same from one group to the next, approaching these prospects as if they all had identical needs, wants, objectives, and concerns is not a good idea.

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