6 Tips to help producers keep their pipeline moving in 2025
Is that pipeline emptier than you’d like? You have the entire year to build – but ya gotta get movin’ NOW if you want to hit that goal!
Here are my top 6 tips that helped when I was producing:
Network.
Go places, do things, meet people. The more people that know you, the better. Now, realize that a distant acquaintance probably isn’t going out of their way to introduce you to their network. That level of relationship takes time and consistent touch points. For someone who’s really entrenched in a circle you want to be in (and who you can also add value to), try to get together for quick coffee once a month. Heck, even an occasional text can keep lines of communication going. But it can’t be a one-way street. Help them, and they’re more likely to help you…GIVE if you want to RECEIVE! But, in general, having people know who you are and think if you in a favorable light increases the odds that your name comes up in a conversation when someone’s got an insurance pain point. Which leads me to #2…
Find your niche(s).
It’s a lot easier for someone talk to you up as the expert in their space when they think of you as one AND when they’re often in conversations with their industry peers. Pick 2 or 3 industries to focus on and become part of them. Attend functions where those people hang. Join their trade groups and attend their events. Understand the challenges their industry faces so you can have relevant conversations besides just insurance. Build relationships with accountants, attorneys, and other key providers who also work heavily in that industry so you can be a resource. The more you can become entrenched in their space, the more likely your name will come up with “I got a guy (or gal)” when a problem hits.
Ask for referrals.
I’m the first to admit, I was terrible at this. I made it way harder than it had to be. The best clients to ask are the ones who you know are thrilled with you. Start there. It’s easier for them to think of possible referrals if you are specific…Something like, “Hey John, Do you know of any industry peers who are similar in size and scope who you’d be willing to connect me with? I’ve been growing my client base in xyz industry and would love to work with someone you think highly of.”
Become BFF’s with 3 great underwriters.
This one actually ties into the last two… Figure out who the best markets are for the industry or two that you’re focused in and make a list. Let’s say there are 4 markets that have great programs and rates for your focus – great, but that’s only half the battle. Figure out which one or two have the best underwriters. What does “best” mean in this context? It does not mean the smartest or most seasoned, but rather – the ones who give a crap and want to write business. Yep, that was always top of my list: Most responsive wins. Look for the one who tries to find ways to write business, not decline it. The one who’s quick to pick up the phone, even if the answer’s “no”. The one who will go to bat for a great producer and ask for an exception. Who will hold the line on renewal pricing as best they can when it really matters. Become their friend. Give them as many great new biz opportunities as possible. Grab lunch together. Attend their company events. Make sure their boss knows what a great job they do. Underwriters have goals to hit too, and the good ones care. I can tell you from firsthand experience – as an underwriter sitting in an agency planning meeting with your boss for the upcoming year, letting them know you’re in tight with a top producer makes you look good. They’ll appreciate an value that tight relationship with someone who can help them hit their new business goals, too!
Shadow other producers.
Good ones and bad ones. You’ll learn some awesome tips and tricks from great producers. Listen to what they say and how they say it. Some things will work for you and others won’t – but it helps you develop your own unique style. Shadow not so great producers, too – seeing what NOT To do can be just as beneficial. I went out on an appointment with a producer my first month on the job. He’d just landed the client and was buttoning up a few loose ends to get the policies issued. I’ll never forget how awkward and uncomfortable it was for everyone (him, myself, the account manager who tagged along AND the client) when he went down a 3 minute rabbit hole about billing choices. Agency bill, direct bill, EFT, payment plans, installment fees… it could not have been any more tedious, confusing or painful to listen to. I wanted to crawl under the table. I kept thinking, “How on earth did he impress them enough to land their account in the first place?? Dude, stop while you’re ahead!”
Know when to walk away.
If it’s like pulling teeth to get information, if it’s clear it’s 100% a price play, if the decision maker’s brother-in-law is their broker, if they’ve been with 5 different brokers in as many years, if you hear the phrase “I gotta keep my current guy honest”…. RUUUUN! Go spend that time on an account that’ll be worth your time!!
“With great time management skills and knowing where to focus your efforts, you’ll crush that 2024 goal in no time!!! I believe in you!!! ”