A member asked our firm to analyze the group's medical plan. I introduced a separate insurer for the hourly population and a much more efficient prescription drug plan for the owner/management segment. This saved the firm well into 5 figures annually and earned me a long term client (they're now adding a voluntary insurance program) and a strong spokesperson from The Association. This process of continual learning and exploring our respective businesses make us more attuned to doing direct business and to referring prospects from our many spheres of influence. Optimally, we serve as extended sales forces for each other and strongly "stand by" each other as references.