How Do YOU Explain Rate Increases?

I had a prospect who was leaning toward the company I was pitching, and was the reason he invited me to present,
I was so sure that I would then get the sale,
He definitely was the decision maker, He did a lot of homework and had a packet from "SHIP" that listed 3 pages of Med Sup rates for a male, 65-70-75

He didn't have any objections to the price I offered but told me he wanted to do more research on Rate Increase Histories of companies.

It seems this is a topic I don't explain well, other than "all companies get them"

However, a Physicians Agent told him that their rates are "
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