In January, the Zippia career resource platform analyzed 30 million insurance broker profiles and found that 66% are over age 40, with an average age of 46. This signals an
To bridge this gap, agencies often bring in sales coaches who monitor CRM inputs and push for productivity. Imagine being a new producer, eager and motivated — only to be handed a phone, a script, and told to set appointments. Calling 200 people to book 10 meetings and enroll one or two clients? That's a heavy dose of rejection. It's no surprise many
Let's call it like it is: if it looks like a salesperson, sounds like a salesperson and acts like a salesperson — it's a salesperson! If agencies continue to treat new producers like cold-call machines, they'll keep getting the same disappointing results.
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But what if we flipped the model? What if we turned producers into teachers?
Empower them with real expertise. Let them share knowledge, improve the world and build confidence with each conversation. Teach them to detach from outcomes and focus on delivering true value before the sale. Because sales aren't about chasing — they're about attracting.
Celebrate small wins. Encourage your young producers to bring daily value to prospects and centers of influence. Nurture their development like the slow, steady growth of a solid block of business built on service.
A mentor once told me: Sell your expertise and services — not just your products. That's where your new producers should start. Let them teach something like contract provisions. It's a winning formula that cements their knowledge and simultaneously builds trust with prospects.
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And be selective with your energy. If a prospect's 5500 filing shows they change brokers every few years, they're likely not the loyal partner you're seeking. You want clients that value long-term relationships. Over a 10-year span, even $1,000 in monthly revenue becomes $120,000. That's worth your time.
AI tools now make prospecting easier than ever. But once you've identified ideal prospects, how do you draw them in?
Through their pain.
Some know their challenges. Some uncover them through you. Ask questions that spark insight. For example: "We had two employees involved in a workplace accident — one was placed on COBRA, the other on FMLA. The COBRA employee was understandably upset about the cost of premiums. Have you ever encountered that? How did you handle it?"
That conversation shows you understand the HR world — COBRA, FMLA, workers' comp. You're not just selling insurance. You're helping manage risk and compliance, and that's what decision-makers truly need.
And guess what? Helping others is fun! When producers teach from real-world regulations, source documents and practical strategies, they become magnets for meaningful engagement. Teach HR professionals compliance, CFOs operational efficiencies and business owners' strategies that make a difference. Host seminars. Post insights. Show up as the go-to expert.
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Worried people will take your knowledge and ghost you? Maybe. But if they don't know what you offer, they'll never hire you. Prospects need to experience your value before they're willing to leave their current provider. That doesn't happen through a policy pitch. It happens through education.
Serve more. Sell more.
