Advisers who work in the business and professional markets must be able to work with other professional advisers who have influence in the marketplace. Accountants, CPAs and attorneys not only need your products and services, but they have considerable clout with your business and professional prospects and clients. As a result, other professionals can also become powerful centers of influence. What's more, until they feel comfortable with you, they may be more willing to give referrals than they are to discuss their own financial security concerns.

It's difficult for most advisers who are new to the business market to establish rapport with other professional advisers. The quickest and best way is to meet them through the work you do for their business and professional clients. Build on these relationships, and send referral business their way before asking professional advisers to reciprocate.

Another technique is to learn which legal, CPA, and financial planning firms are big hitters in your target business markets. With a specialty business, one or two of these firms may be experts in that industry. Talk to your general agent or contact your own attorney or CPA. Ask if they can refer you to contacts in these firms. Call them; get to know them. Hand out Ohio National's business disability brochures, and explain how you do business and what you offer to businessowners. Firms specializing in a business and professional clientele are usually among the best in any area, so building rapport with these leaders makes it easier to work your way into the market.