8 the Hard Way (Face to Face‪)‬

OK, so you have heard it every day since you became a card carrying member of the insurance business, "We are in a soft market."; "We are in a hard market."; "The market is changing."; "The market isn't changing."; "It'll be a hard market soon."; "How can I possibly make any money in the soft market?"; "How can I write any business in this hard market?"; "Premiums that were $20,000 last year are $10,000 this year!"; "Premiums that were $10,000 last year are $20,000 this year!" "I wanna go to Florida!" I hear it every day from agencies I visit. "When is the market going to change?" "Why are carriers keeping their powder dry?" "Why don't carriers stand tall and stop pulling rates out of a hat?" Are you confused yet? No? Ha! Keep reading ... you will be.