If you have been in the insurance business for less than 4 years, I applaud you for surviving this economy and being new to our industry. However, economically things are improving and it is time for insurance agents to start making the big bucks again. The insurance industry is one of the most innovative industries in the market. They can build and introduce products that are cutting edge to solve problems almost as soon as they arise. Be proud to be an insurance agent and embrace your profession. Now it’s time to break out of your shell and be successful.

If you have been in insurance long enough to learn your products, it is now time to sharpen your sales skills. The first skill you need to master is the art of listening. If you are not a good listener, when the prospect tells you what they want and need you will surely miss it. Sometimes the prospect does not say it in exact words but I assure you they “always” tell you what they want or need. Could be through voice inflection or through body language, but I assure you they “always” tell you. If you are not paying very close attention you will miss it and cost yourself the sale. Watch the body language as they speak. Does it match? They can tell you “yes” but their head is turning side to side, they are really saying “no”. As Will Rogers was quoted “never miss a good opportunity to shut up.” Remember God built us correctly with two ears and one mouth. Use them proportionally.

Next you must master the art of persuasion. Once you have become a good listener, you are now ready to learn the art of persuasion. All of the great insurance agents I have had the privilege to coach were masters of persuasion. They almost never got an objection. It is a beautiful art form for those that possess it. You must learn the differences between features, advantages and benefits. The master insurance agents only spend time on benefits. If he must present a feature he cleverly presents it as an advantage. The prospect becomes a client almost effortlessly because the master insurance agent has resolved their issue and they now have that peace of mind they were hoping for. People love to buy but they hate to be sold. Be sure to present to let them buy. They will be a happy customer and will send you more referrals.

Lastly, continue to market yourself and your agency. Invest time and money back into your business to allow it to continue to grow. Don’t spend every dime you make on your personal bills. You will always have personal bills. You must invest in yourself in order to accumulate wealth and prosper. You don’t have to be rich to be successful. As the late Zig Ziglar said, “money is not important but it is up high on the list with oxygen”.  Being rich won’t make you happy, but I assure you neither does being broke. Set aside 15% to 20% of your time and your money to reinvest into your business. Advertise, market, and network “your” insurance business every week. You cannot afford to be a secret agent!

“The present was an egg laid by the past that had the future inside its shell.”–Zora Neale Hurston

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Tim Wilhoit is owner/principal of Your Friend 4 Life Insurance Agency in Nashville, TN. He is a family man, father of 3, entrepreneur, insurance agent, life insurance broker, salesman, sales trainer, recruiter, public speaker, blogger and team leader with over 25 years of experience in sales and marketing in the insurance and beverage industries.