My partner and I have had the privilege of working closely with more than 1,300 new property-casualty insurance producers during the past 16 years. We carefully document their prospecting and sales activities for a year or more during scheduled 30-minute weekly phone coaching sessions. A few of these producers are extremely successful, some learned they were not an ideal fit for the business, and most are methodically building lucrative insurance careers. This is in an industry where some experts say two-thirds of the new entrants don't survive to the second year.

Agency owners sometimes complain that they “can't find young people who want to work hard” (our top producer of the past 16 years was just 6 months out of graduate school and living with his parents). Or they excuse the lack of new blood in the agency with, “My agency is located out in the country. We don't have enough business to sustain a new producer” (one of our top producers is located in Attica, Kan., population 626). Or they refuse to give an opportunity to an internal candidate by saying, “She's been a CSR for years. I don't see how she could make the transition” (another of our top producers was a CSR for 20 years).

Our top producers are male and female, young and old, experienced and inexperienced, from all parts of the country—urban, suburban and rural. Through observation, we have found differences between those producers who make it, those who don't, and those who become rising stars. What it is about these top producers that set them apart from the others? Here are the top lessons that we've learned during the past 16 years.

Top producers work long hours

One of the network morning shows recently featured an author who complained that an increasing number of people are working more than 40 hours per week, and that was a bad thing. The two network interviewers probably work 60-hour weeks themselves, so they were less than receptive to his argument. They know it's not possible to get to the top of either show business or the insurance business by working 40 hours per week. We've all heard that we should “work smarter, not harder.” But successful producers work smarter and harder. A large banner hangs in the front of our training room that reads: “Sell all day, app all night.” Our top producers get it.

Top producers know how to manage their time

It's not enough to work hard. Hard work has to be focused on the right behavior. Years ago I heard motivational speaker Bob Proctor suggest that to better manage our time we should apply the following standard:

  • Is what I am doing now moving me closer to a business or professional goal?
  • Is what I am doing now moving me closer to a personal goal?
  • Is what I am doing now fun?

If the answer to all three questions is no, then, Proctor asks, “Why are you doing it?”

Related: Read the article “7 Time-Management Tips and Tricks for Agents” by Ken Fields.

Top producers understand which activities move them toward their business and personal goals. And they take time to have fun. In fact, they seem to have fun while they are accomplishing their goals. Surprisingly, according to industry surveys, it's not the lack of sales skills that is the downfall of many producers—it is the inability to manage their time. Top producers seem to be hardwired with effective time management skills.

Another important part of time management is realizing when to walk away from an account. Top producers don't allow themselves to be used as quoting machines for prospects who bid out their insurance every year. They refuse to ensure that the incumbent agent has done his job correctly, and they refuse to do business with prospects who won't provide information or those who communicate through a subordinate or third party.

Top producers stay out of the office

The mantra of one top producer is to never be in the office during business hours. He does administrative work before the agency opens or after it closes. Meetings with agency personnel are scheduled just like appointments with prospects and clients. Similarly, discussions with underwriters are scheduled via email. This allows him to maximize prospecting and selling time. He aims to be out of the office calling prospects and clients 70 percent to 80 percent of the week.

Top producers are motivated from within

These individuals—self-starters—don't require the sales manager's constant attention and they don't wait for instructions. Don't think these producers don't require positive reinforcement. These superstars thrive on positive feedback and may look for it elsewhere if they're not getting it now.

Top producers are likeable

Motivational speaker Jeffrey Gitomer said people do business with people they like. Likable people tend to focus attention on others rather than themselves. It's obvious top producers like people. It feels good to be around them. They go out of their ways to help their prospects and clients, not just to get the sale, but out of genuine concern.

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