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I would suggest using X-dates as a secondary approach. You always want to ask for the business now, you never know what kind of issues might be present, whether it be service, price or both.
I don't know about you, but I would rather work on it when I'm the only one quoting vs 3 other agents fighting over the same markets...
X-dating is good if the insured only markets on expiration or you couldn't be competitive, no markets, etc...but then you get multiple agents in there too.
I would say that one should keep their sales pitch very simple and honest. If you feel you bring service, pricing and risk management to the client you are calling on, explain to them how you can help them. Try not to sell them on it, just tell them how you think you can help them and make sure it doesn't sound like it's going to cost them a lot of time and/or money.
If you specialize in certain areas, make sure you focus on what you did to help former clients and try to continue to do that for future customers.