Many producers would have missed that opportunity, making plenty of excuses to not approach the owner. “He's busy, probably doesn't want to be disturbed.” “The restaurant is probably a franchise.” “I'm not dressed appropriately to approach the owner.” This producer, who wrote more than $1 million in new premium during his PaceSetter year at State Auto, makes it a point to look good no matter what he's doing.

Another producer I work with was recently shopping for camping equipment. He was impressed with the selection and the overall appearance of the store. He asked the clerk if he knew who handled the insurance purchasing decisions for the store. “Sure I do,” was the response, “Would you like to meet him?” The producer found himself speaking with the CFO in minutes. Again, many producers would have missed this opportunity. This new producer has written 110 accounts during his first 6 months in the business.

Top producers never miss an opportunity to pick up a new prospect. I worked with one producer who likes to ice down several cases of soft drinks in a galvanized tub in the back of his pick-up truck on a hot summer day. He stops at construction sites and distributes the soft drinks to the various contractors on the job. “I have their attention for as long as it takes them to finish the soft drink,” he tells me.

Another producer drops by prospects' offices with small bags of gourmet chocolates. One large contractor he had been unsuccessfully trying to contact by phone sent him an e-mail that said, “By the time the bag of candy got to me, there was only one piece left.” (The producer personally delivered a second bag of chocolates.)

A producer I worked with in the South uses bags of peanuts as a door opener. He already insures the peanut distributor, so it's like having a built-in reference. Another producer uses doughnuts to get him in the door of commercial prospects. He told me one day he had written two accounts from one box of doughnuts. The second contractor was in the office of the first, and helped himself to a doughnut. He noticed the producer's business card taped to the top of the box and gave him a call.

The largest account ever written by a producer I personally coached was prospected at a trade show. My producer was required to share in staffing the booth for his agency. The booth got very little traffic, and those who did stop by were only interested in filling out the card to win a TV. My producer wisely invested most of his time introducing himself to the other exhibitors at the show. One of his conversations led to a $1.2 million account, all because he got up out of his chair and visited the other booths at the show.

Top producers I've worked with over the past 13 years, when asked, “What would you do differently during your first year if you had it to do over again?” always include in their response, “I would have walked away from more accounts.” Working on “long shots,” or “practice quoting,” eats up valuable time producers could use to find qualified prospects. Our experience has been that what gives producers the confidence to walk away from accounts they ought not to be pursuing is an abundance of prospects. If a producer has hundreds of prospects, it's not so difficult to walk away from one. The fewer the prospects, the better they look.

Every producer who enrolls in the PaceSetter new producer development program is familiar with the phrase, “Prospecting is the engine that drives the entire PaceSetter sales system.” Each class hears it first on day one of sales training week in the home office, and many times thereafter. Attendees have acted it out in skits, yelled it as a cheer, or recited it to gain admittance to the classroom. The goal is for the new producer to never forget the importance of prospecting.

Recently, while wrapping up my last phone appointment with a producer who I had spoken with weekly for the past year, he said solemnly, “You know, Ken, prospecting is the engine that drives the entire PaceSetter sales system.” I felt that warm glow that only a parent or teacher feels when his prot?g? demonstrates true understanding. “My work with you, Grasshopper, is done,” I thought. “Go forth and sell insurance.”

Here are some suggestions from successful producers that can keep you prospecting 24/7:

oInstead of driving past a business thinking it might be a good prospect to call sometime, stop, get out of the car, walk in and introduce yourself.

oWhen you attend business/social functions like civic organization mixers, identify at least two people to talk with who could benefit you. Then, at the end of the conversation, ask if you can call the next day to set up an appointment.

oMake it a point to ask everyone you do business with for the opportunity to discuss their insurance programs. If they refuse, consider finding other sources for your purchases.

oKnow that you are selling yourself all the time. Be aware of your appearance and your actions wherever you go, whatever you're doing. If you're golfing, be a well-dressed golfer. If you're shopping, be a well-dressed shopper. Look the part of a successful insurance professional all the time. You never know who's watching or when an opportunity will present itself.

oGive out as many business cards as possible. Consider using magnetic business cards, especially if you are a personal lines producer.

oNever leave a client's home or business without introducing yourself to the business owner or home owner next door and across the street.

oAvoid having lunch with the same people every day. Take a client or center of influence to lunch instead. Better yet, meet them for breakfast. It's cheaper, and some will prefer a breakfast meeting because it doesn't break up their day.

oProspects and clients enjoy receiving small, inexpensive gifts. State Farm great Cosmo Conte once told me he wanted everyone to leave his agency with something in their hand with his agency name on it. He had giveaways of all kinds: pens, pencils, rulers, golf tees, etc.

oAnytime you're visiting a client, find out who his competitors are, and who his neighbors are. Tell him it's your plan to call on those folks. Then ask permission to use his name as a reference.

Remember, prospecting is the engine that drives sales. Without prospects, you're out of business.