The Importance of Honesty
Just be honest. Sounds simple, right? But that doesn't just mean you shouldn't tell outright lies. Though, of course, you shouldn't.
You should avoid half-truths and embellishments, too. Overpromising your agency's capabilities will always backfire. Simply be confident in the product you're selling, and present it as it really is, with both the pros and the cons. You know you have a great product, so with proof of your excellent customer service, you won't need to tell the customer anything more than the truth.
And don't keep important information from your customers. Tell them everything about the policy you're selling, both the pros and the cons, so the customer makes an informed decision and knows what he or she is getting.