The landscape of financial services and profitability are vastly changing. Firms and Agencies today must be prepared to make vector changes to remain profitable and viable. Government regulations may ultimately influence the compression of commissions while pressing toward movement to fees. As this world changes, firms must teach Reps and Advisors how to shorten the sales process, stop procrastination in the sales cycle and move the end client to place of urgency to act now. This presentation will discuss the problems being faced by today’s agencies and how to start charging fees for what use to be free. The takeaways are: 1) How to create urgency with contrast 2) Shorten the Sales Cycle to increase productivity 3) Swim in a Blue Ocean of new profits.