Two-Way Street is the book for anyone who wants to improve in sales, client satisfaction and running a business. No matter what type of business you work for or own, this book is for you. Eric Soda started out in the insurance business while in high school in his hometown Princeton, Wisconsin, population 1,200. After high school, while building his insurance business he was also fighting fires and pulling people out of car wrecks as a paid on-call firefighter. It put life into perspective for him. Those years shaped him as a business professional and a person. Those images and lessons stick with him to this day.By age 32, with no college degree, he grew his insurance agency to be one of the largest captive insurance agencies in the country. He set the record for most life insurance policies sold in a year in the history of American Family Insurance, a Fortune 500 company. Eric has been nationally recognized for his achievements and sales records. He presents to business owners all over the country on ways to improve their sales, service, and overall operations.