If you're suffering from the Red, White and BLUES this 4th of July, we get it. With all that's going on, it’s ironic that we're about to celebrate our country's freedom while many of us will likely be quarantined alone or with our families. Sure, it won’t be the grand ol’ patriotic party you’re used to, but don’t let quarantine completely kill your vibe. We assure you that there are still ways to make this 4th feel a little less funky.
YOU CAN STILL BLOW YOUR ARM OFF WITH FIREWORKS - Ahh yes. Everyone’s favorite part of the holiday. Memories of sitting in your parent’s backyard in the dark, waiting to see which of your drunk uncles would lose a finger because he couldn’t get away from a roman candle fast enough. If your state allows fireworks or if you went rogue and crossed state lines to procure some of your own on the down-low, you can still put on a good old-fashioned, appendage-threatening fireworks show like the good old days.
HOT DOGS AND NOODLE SALADS - Rub a dub dub, thank goodness we’ll still have the grub this weekend. Whether you’re celebrating solo-style on Saturday or if you’re going to a socially-distant soiree, the grill can still bring the thunder. Plan a menu around old school family favorites in order to make this 4th feel like a blast from the past. You loved your Aunt Margaret’s ambrosia salad when you were 9. Why not give her a call for the recipe and thank her for the $4 she sent you for your birthday last month while you’re at it? Make new memories with old favorites and at least the food will make you feel close to home.
LET YOUR PATRIOTIC FREAK FLAG FLY - Listen, we’re not suggesting you have to go full Will Ferrell at the water cooler on SNL, but if that’s how you roll, hey, more power to you! Whether your style is the annual Old Navy time-stamped t-shirt or if you rock a star-spangled bikini, throwing on our country’s colors is sure to get you into the mood to celebrate America.
COLORFUL COCKTAILS FOR THE WIN - From mixed drinks to frozen cocktails to a good old American brew, choose a homeland-hued spirit to lift yours (responsibly). Pinterest is ripe with red, white and blue drink recipes that will wow your guests, even if your guest is just you in the same t-shirt you’ve had on since March. If you’re a less motivated mixologist, maybe just grab yourself some blue Gatorade and some maraschino cherries and, VOILA!, you’re all set.
MAKE-YOUR-OWN PARADE - I used to love getting pelted in the head with Tootsie Rolls and lollipops from passing floats and fire engines during our town’s 4th of July parade, but all that is likely shut down in your town for now. If you’re feeling like your 4th won’t be complete without some type of star-spangled spectacle, try a small-scale float design competition with your friends and family. Put on a funny hat and march up and down your street banging a laundry basket filled with all your dirty red, white and blue laundry. Dress up your kids and your parents and your pets and go LIVE on Facebook. Live out your American-themed dreams. Anyone who farts on your festive heart is a party pooper and you don’t need them in your life.
Hopefully your weekend has some sort of celebration scheduled, regardless of face masks, travel bans and - who knows by Saturday - probably radioactive worms falling from the sky. Our days - and our one-man beer pong tables - are what we make them and there is still plenty of fun to be had that would make our forefathers proud.
We’re fans of the podcast here at Insurance Soup. Part of our company is located on Long Island and if you haven’t heard about Long Island, there are A LOT of people here. A LOT. Traffic is a thing. A very real thing. Luckily, when we find ourselves stuck in traffic and we need a break from hard rocking to Guns & Roses or crying softly to Barry Manilow in our minivans, we have podcasts to turn to and free time to zone out to them.
Podcasts have become wildly popular in the last decade and regardless of what genre you favor, there’s a ton of great options. From something like The Moth, where a wide range of people tell true stories about themselves to a true crime podcast like Serial, there’s something for everyone, even the savvy business owner.
Now, we can all agree that maybe insurance is the sexiest. You don’t find a lot of people foaming at the mouth to hear your exciting insurance stories, but as agents, we all know they’re out there. If you find yourself with the down time to soak up some new industry knowledge or if you’re looking for some business inspo, these podcasts are our favorites.
Hosts Scott Howell and Bradley Flowers are The Insurance Guys. They talk to agents, as agents. In their weekly episodes they discuss real life issues affecting agents in their daily lives, especially those running their own agencies.
Matt Deitz’s SEI podcast is dedicated to all things Insurance. If you don’t have a ton of time to spare, his short 5-8 minute episodes are great for getting quick answers on what both clients and agents should know about all sides of the industry. He simplifies from top to bottom on policies across the board from home to commercial to specialty policies. Definitely worth a listen!
The Insurance Pro Blog podcast is an excellent, quick, bi-weekly listen if you’re looking for guidance on how to help your clients use life insurance as a risk-free, big win way to get tax-free income. Brandon Roberts and Brantley Whitley, founder and co-founder of The Insurance Pro blog, bring a wealth of knowledge to the life insurance game and are extremely well-versed in helping clients leveraging cash as a low-risk asset.
You may already know Tim Ferriss as the author of “The 4-Hour Workweek”. In his successful pod with over 500 million downloads, he’s a master of self-experimentation in order to find ways for listeners to build their businesses, insurance marketing being one of the many areas of his expertise. He hosts people at the top of their games, from celebrities to the least likely success stories, to find out who propelled them to success.
Agency Intelligence is where you’ll find a lot of bang for your buck in terms of pod content. It includes three different series for both owners and influencers in the industry. Two of the three series, Agency Intelligence and Agent’s Influence are hosted by Jason Cass. Agency Intelligence covers “real data from real agents in real agencies” while Agent’s Influence is a weekly pod dedicated to showcasing important leaders in the industry. Lastly, they bring you the Insurance in your Words series by Joey Giangola brings you in touch with agents just like you who are in the game every day.
Definitely take some time to catch up with Becky Schroeder & Laird Rixford for this weekly podcast. It’s a great one-stop shop for all things current in the insurance industry. As CEO and CMO of ITC - Insurance Technologies Corporation - Rixford and Schroeder are a dynamic duo sharing their strategies for building valuable and strategic relationships with your clients.
This is a great podcast for the creative thinker looking for inspiration to turn an idea into reality. Host Srinivas Rao, author of the NYT best-selling The Art of Being Unmistakable, has a drive to help listeners develop the mindset needed to light the fire under their creative desires. Rao says he wants to help his community members “make their childhood dreams come true in adulthood”.
Hosts Chris Stemp and Jon Rojas, who have been friends for over 20 years, are experts in the art of conversation and their mission is to find ways to drive conversations with thought leaders that their audience will be inspired by. They pride themselves on using their curiosity and charm to bring listeners episodes covering a wide range of topics from relationships to technology and more.
How To Fail With Elizabeth Day is a podcast that celebrates the things that haven’t gone right, something every entrepreneur can relate to. The author based her podcast on the belief that we can learn powerful lessons and gain valuable insight on how to succeed better through our failures. Every week, guests share their failure stories and tell us how they believe they ultimately helped them succeed.
Those podcasts are a few of our favorites but know that the interweb is an infinite space for exploration, and there are likely many other excellent listening options for those of you looking to strengthen your focus on business while whiling away the hours stuck behind the wheel. Enjoy!
One thing any entrepreneur knows is that stepping out on your own in the business world isn’t for the faint of heart. If you have plans of starting your own anything - blog, small business, Fortune 500 company - you have to go in like Chumba Wumba, expecting to be knocked down but fully intending to get up again.
You’re going to have banner days and bedpan days. That’s just the way it goes for the man in the arena. To help you get out of the occasional entrepreneurial slump, here are a few of Insurance Soup’s go-to inspirational quotes for those of us struggling with the go-getter lives we’re creating for ourselves:
1. "The successful warrior is the average man, with laser-like focus."
- Bruce Lee
We all know Bruce Lee to be one of the most influential and badass martial artists of all time. Lee was a man of action, many believe his success can be partly attributed to the ancient philosophies he lived by, but the idea above is universal. It doesn’t matter who you are. As long as you stay focused on your goal you will succeed.
2."The road to success and the road to failure are almost exactly the same."
- Colin R. Davis
Most success stories aren’t without their hiccups. Sir Colin Davis is a 20th century British composer and orchestral conductor with practically unmatched success. His illustrious career and enormous contributions to the musical world came with expected struggle at times. In this quote he tells us to remember that success is a journey with ups and down, the difference is how you choose to proceed.
3. "Don't be afraid to give up the good to go for the great."
- John D. Rockefeller
By now we all know that the name Rockefeller is synonymous with success. John D. Rockefeller was one of the richest men of all time, possibly richer than some of today’s richest people combined. His unprecedented career as an oil tycoon came after more humble beginnings. Starting out as bookkeeper, Rockefeller knew he was meant for more. We learn from him to never back down from our big dreams because of comfort.
4. "In order to succeed, we must first believe that we can."
- Niko Kazantzakis
Greek writer Nikos Kazantzakis was nominated for the Nobel Prize in Literature nine times. NINE TIMES. His novels Zorba the Greek and The Last Temptation of Christ, among many other works, are considered masterpieces. In order to attain that level of success, there is more than skill and ambition at play. Mindset is a powerful propellant to action and managing yours can be the difference between failure and success.
5. “Logic will get you from A to B. Imagination will take you everywhere.”
- Albert Einstein
When we think of Albert Einstein, we think about science, math and crazy hair. The German-born physicist is considered the most to be the influential scientists of the 20th century. He wrote that he was intrigued at age 5 by a toy compass, wondering what unseen forces were about to make it move. His other love came at age 12 in the form of a geometry book. We can’t think of a better marriage between logic and imagination.
We hope these quotes and some background into the people who said them serve to give you a little nudge on days of doubt and exhaustion. Knowing that many of the wildest success stories who went before you struggled in the same way at different times should make you feel like the member of an elite class of individuals who strive for more.
Owning a business comes with a host of challenges that would be made much less challenging by simply not having any type of personal life-prolonging needs like eating, sleeping, exercising and maintaining valuable social relationships. Unfortunately, until we find a way to work around those needs by existing as magicians who make it all so easy with the wave of a wand, we’re forced to do as Tim Gunn famously suggests and “MAKE IT WORK”.
Here are a few brilliant time-saving hacks to help you get the maximum ROI for the time you spend focusing on your business without having to continually cast a spell on the audience.
• SCHEDULING IS HARD. GET AN APP
The “owner” in your title of business owner means you’re constantly wearing more than one hat because EVERYTHING, especially starting out, falls under your job description. Our suggestion - cut down on the chaos and take the time to find a scheduling app that works for you. Google Calendar, as part of the popular Google Suite, is great for managing multiple events, appointments and reminders across more than one calendar. It’s easily shareable which is a great bonus for confirming with clients. Another great option which takes things to the next level is Timely. On top of being a scheduling app, Timely adds billing and budgeting features to the mix, freeing up time, and even possible overhead for your business. Do yourself a favor and take the time to find the right scheduling app for you. It can be an excellent productivity booster.
• HEAD DOWN, BLINDERS ON
Ok, we know this is a no-brainer, but these days distractions come in many forms, lots of which you may not even be aware of. For business owners starting out, your workspace may be in your home or in a public place. If you’re working from home, and we mean this is the nicest way possible, best of luck. If you’re a parent working from home AND your kids are home with you, you’re in our thoughts. While working from home is a great time and money saver, things like pets, laundry, the television and the temptation to hop out and run a quick errand are distraction behemoths. If you find that you can’t avoid at-home urges, our best bet is to go find a cozy Starbucks and get to work while keeping your head down. If you do break out and head to the local coffee shop to work, it’s best to go to the same one consistently and limit your people-watching and social media-perusing to strictly scheduled breaks.
• UP AND AT’EM!
We know the early bird gets the worm, but when it comes to maximizing productivity, there’s another very important part of his strategy. Brian Tracy, author of Eat That Frog - 21 GREAT WAYS TO STOP PROCRASTINATING AND GET MORE DONE IN LESS TIME, says it’s imperative to focus on and tackle your most important tasks of the day before anything else. While the visual of eating a frog might make you want to stay in bed, it’s a pretty universal concept, and one that couldn’t make more sense when applied to managing your work day. Get over your biggest hurdle early right out of the gate and it should be smooth sailing for the rest of the race.
• JUST FACE IT, YOU SUCK AT PASSWORDS
Just like the time your parents had to take away your great-grandmother’s keys to her 1981 Plymouth Reliant, there will come a time for you to accept the fact that you can’t remember every single username and password you have out in the world. And ain’t nobody got time for the round robin that comes after FINALLY giving up and clicking on that smug little Forgot Your Password? link. Take 2 seconds and keep a running list of the username and password combos you use most frequently. You might not like it now, but one day you’ll thank us for it.
• TELL YOURSELF SWEET LITTLE LIES
If you’re like a lot of people (and by a lot of people we mean US), having an EOD deadline on something probably means you’re going to start it closer to the EOD. By giving yourself fake deadlines, you add pressure to work consistently on tasks that you might have saved for later in the day, or for another day altogether.
We know that every day as a business owner is an exercise in magic. It’s a juggling act and as soon as you pull one rabbit out of a hat, Tim Gunn comes in with a scantily-clad assistant for you to saw in half. There are lots of great hacks to help you “MAKE IT WORK” and once you discover what tricks work best for you and your business, the magic really starts to happen.
We have reached a moment in our nation and our industry history where there is a lot of self reflection going on.
Shuttered in to our homes , 80%+ of us are under shelter in place or similar orders.
Tens of thousands of Insurance Agencies have begun their transition to mobile or virtual offices and are being faced with a stark reality right now.
Check out this photo of 24 year old Insurance Agent James McGuire.
It's gotten pretty stressful.
A LOT of the success many Agencies have seen thus far has been due to the ability to manage and run a business where the phones are ringing, employees are present, customers visit, and calls are being made.
That ability to oversee and hold the team accountable has become significantly more difficult.
At this point the way you set your business up is looking either brilliant in hindsight (if you have planned to work virtually and have a digital game) or it is currently scrambling to put a plan in place.
What are your employees doing? Tougher question for some Agent owners reading this… what are YOU doing right now?
We have asked in Insurance Soup, our free group with over 31,000 Agents and Brokers, how many calls, texts, and emails Agents send out on a TYPICAL day when the office WAS open and things were normal…
Answers ranged from 20 calls to 200 calls a day depending on role, size of Agency, set up, etc….
Right now those numbers are DRASTICALLY different.
But let’s not focus on NOW – We all KNOW that now really really sucks in plain English…
But again – lets focus on when things are normal because what we are about to dive into gets amplified in times like now.
The main thing to accomplish on ANY given day is to get through your goal of revenue producing or preserving activities.
It is literally the highest and best use of your time.
The teams goals are always the same, effort wise – you want X quotes a day which statistically turns in to Y dollars in premium a month. Typically happens when each employee makes an average of Z dials.
You know your numbers. You DO know your numbers, right?
But then you get to the office… and everyones in their emails.
Responding to the exact same types of emails they get every single day… typing out very similar responses each and every day… bogging everyone down for their first 40 minutes of the day.
This one has 7 voicemails to return and only 2 look like good conversations.
That one is buried in their social media again… they say they are not.. but you see the reflection of their monitor from your desk and they definitely are.
The other one had to randomly leave early because their daughter caught a tummy ache and wants to come home from school.
You wound up with that old man who loves to tell you about his childhood and smells remotely of pungent French cheeses at your desk AGAIN for an hour because he always comes in to pay in quarters and likes to “deal with the owner”
Before you know it… the day has gotten away
The guy with 7 voicemails does not start reaching out to his leads until 11:18am and has more interruptions coming. He finishes the day with 57 dials.
The one buried in social media is only going to make 21 of the 100 dials you expect
The one who left early made 30 dials but shes out.
And you lost an hour to Lindberger cheese man and just got an email about this new CRM webinar you wanted to check out so you're losing another hour in an hour. You’ll make 41 dials by day end.
400 dial goal as an office… and 149 dials were made – 3/8 to goal – 37.5% worth of revenue driving activities complete.
Now we are all home… and our kids are here… and all the distractions are amplified… our kids want a snack…. They want another snack… The world is scared… your kids want another friggin snack… people are not super available… and your kid wants to know if the Easter Bunny is real..
You see how the already difficult goal of staying on task IN office is now significantly amplified at home.
So it leads to the question – have you and your Agency ever really been BUSY or are you just inefficient?
There are Agencies out there that are crushing it that realize the daily distractions that can derail an Agencys days, weeks, months, and years.
Agencies that have been well prepared for times like this simply because they believed in amplifying their Agencies reach leveraging technology and automation.
Agencies that are sending out north of 1000 calls, ringless voicemails, text messages, and more EVERY SINGLE DAY independent of what their employees are doing.
(When you are sending out 1000 messages a day, a meager 4% response rate rings your office line 40 times a day – or once every 12 minutes for 8 hours.)
Hundreds of Agents in Insurance Soup are using Agency Elephant for such efforts and despite working from home with all the distractions are still finding their phones blowing up mid crisis.
- itCompound that with the effort your team actually gets around to making when not bogged down in service or distrac.. SQUIRREL!
And now youre cooking with gas.
That same automation can be applied to the front end marketing efforts you are out there making on social media.
A well worded post or ad can result in a TON of comments from people looking for more information and time is of the essence to help them while you have their attention.
Many Agents fail to monitor comments effectively and even more do not know how to conduct a conversation on social media with a stranger without being salesly.
A chatbot managing your efforts makes sure you are putting your best foot forward each and every time and conducting those conversations in real time when the prospect is interested – giving you the data you need to quote them and close the deal.
It’s literally why Tacobot was created.
Tacobot conducts full conversations with prospects commenting on posts and ads and does really cool things like reading drivers licenses for auto quotes, fetching public information on home quotes to reduce questions needed for an application, shopping a life insurance policy and allowing for submitted business, and more.
It takes conversations you struggle to manage or in many cases even miss out on having and converts them to actual quotes.
You should check it out – www.buytacobot.com - Its truly revolutionary.
Right now this article may be having you nod your head. It may have you taking a dee breath. It may be frustrating you for your current situation. It may have you celebrating the wise moves you have already made for your Agency. But right now you are feeling something.
Since the outbreak; at Insurance Soup we have been completely slammed with Agents trying to figure out how to become drastically more efficient, hold team members accountable, and Agents asking us to help them create their own lead sources.
Career Agent Concepts had its best month since November and our Black Friday deals.
Agency Elephant brought on a record new number of users.
Tacobot released a new skill that has a whole new crop of Agents leveraging this unique technology.
Back9 has more life agents than ever signing up so they can easily sell life insurance from home.
And CIA… cap off to Taylor Dobbie… despite a real economic and human disaster… and moving offices this month… just brought on more Agents the last 30 days than any other in our company history.
If you are struggling to figure out how to get the amount of work done necessary to not only sustain but continue growth during these trying times, reach out.
The Insurance Soup has a ton of tools that make Agents bigger, better, faster, and more than they were the day before.
The time to look in the mirror and ask the hard question is here.
Are you Truly Busy… or are you Tragically Inefficient?
If you are Tragically Inefficient….
The year was 1995.
Your e-mail list was the goose that laid the golden egg and every time you pressed send you knew that some of those high worth eggs would come tumbling on out.
Open rates were upwards of 70%
Open rates have held steady around 20 percent for a bit – sounds good right? 1 in 5 opening your email!
Wait before we get into the weeds here – if youre not already a member of Insurance Soup – jump in there would you? 30,000 of our peers are sharing the best strategies in our industry for free. We are all getting better together.
Back to why we’re here.
Here are the gritty and not pretty facts behind that 1 in 5 open rate though… Click rates on Insurance Industry emails are only at 2.13% in 2019 – that means that for every 100 emails you sent out… only 2 opened your email AND clicked on your offer.
The good news is that only .25% of all people on insurance based email lists opted out of emails in 2019
All these stats are according to Mailchimp.
All that said – only 1 in 5 open your emails and only 2 out of 100 do anything with it.
How do we increase our e-mail open rates?
Wait, what? – How would ringless voicemail increase a persons chances or opening your email and then taking action on it?
Simple – it is setting the stage that the correspondence was important.
If you send out an email today at 9:18am… about anything at all – you could be sending an email with a picture of a blue duck for all it matters…
Why a blue duck?
Because in 1995 when email was a very strong tool, Billy Madison always wanted to see a Blue Duck…
So you sent the email out that morning…
And then at 2:41pm you send out a ringless voicemail that says something like this
“Hey it’s Mike over here at Career Insurance Agents – I shot you an email I need you to take a look at earlier today. Can you give me some feedback on what I sent you please? Call me back at 555-1212”
That email that you sent that may be sitting in a spam folder.. may be sitting unopened… may have been assumed to be junk….
Is now being opened because of the personalization of the situation with the ringless voicemail.
Now your efforts are going significantly further than ever before – not only are MORE people OPENING your email… but more people are CLICKING on links in your email…
Want to take this up to 11?
With the right system in place you can also receive notifications on who is opening what email and when…
So if you can monitor who is opening e-mails when… you can now also strike while the iron is hot and coincidentially drop in on them within minutes of your being on their mind.
Automation is changing the way we are capable of communicating and the right strategies can throttle our marketing efforts significantly.
Old ideas are relevant again with some new twists. New forms of communicating are on the horizon. Technology has and is evolving to allow for truly creative ways to get and stay in front of our adudiences.
If you are looking to learn automation, it is an ongoing conversation in Insurance Soup, our free group of over 30,000 Agents, Brokers, and Team Members – no corporate, outside vendors, recruiters, spammers, or meaniepants allowed! We have a lot of fun in there while still keeping the conversation on point about becoming better Agents.
If you are already utilizing an Automation Platform and have not thought to try this simple and easy strategy to throttle your efforts your day just got a lot better.
If you need an automation platform, check out www.agencyelephant.com – The all in 1 tool costs less than most offices phone bills and includes inbound/outbound calls, dialer, ringless voicemail, email, text messaging, forms, survey software, landing pages, document signing, calendar booking, call recording, voice bots, and more.
Not only does it boast the largest set of incredibly useful communication tools for Agents in the market, it comes with scripts, templates, a Facebook group for support, videos, a course, and daily ongoing live chat support.
Schedule a demo here >> https://bit.ly/2wNOdPl
Automation is the way to go from small Agency to (on the surface) big Agency without having to invest more in payroll.
It can not replace humans in their entirety but as far as getting conversations started there is nothing more cost efficient, powerful, and targeted.
If you are looking to take your efforts up to 11 and learn all the different ways automation can help you not only with marketing, but cross selling, servicing, winning clients back, managing your x-dates, and earning you referral partners…
Hop into Soup and learn all the ways Agents are currently leveraging technology to win every day... or schedule a demo of Agency Elephant today!
Well, here we are...
The Impeachment is over. The President was acquitted in the Senate. An almost 100% partisan line conflict in both the House and the Senate....
FOREVER IMPEACHED!!! FOREVER ACQUITTED!! FOREVER RIDICULOUS ON BOTH SIDES!
I do not know if you remember what your social media and news and television outlets were like back in 2016.....
But its also....
AN ELECTION YEARRRRRRRRRRR!
So how do you go about handling yourself during this time?
How do you go about navigating conversations that are bound to come up from prospects, colleagues, superiors, and locals who simply HAVE to talk about it?
How do you go about navigating your own need to talk about it, if you are one of those types of people?
Here are a number of suggestions as we head into this already white hot political season.
#1 - Know your Audience
If you are going to be speaking loud and proud on social media just realize that everyone you are connected to COULD see your stances.... chances are only about 10% of them will see it... but you do not know which 10%... and you also do not know who is wandering over to your page to check out what you have been up to that is not letting you know...
#2 - Filter Your Audience
On some social platforms you are able to create custom lists and audiences that exclude whoever you would like to exclude from your connections. Have some thoughts that you want to share but do not want to have people coming for you with torches? Exclude them from seeing it. Just the one post. No need to unfriend.
# 3 - Just talk about it
You can always throw caution to the wind as well and know that social media can be a revolving door if you so choose. If you are patient and ok with a lot of turnover, you being loud and proud about your political stances will ultimately create an echo chamber of people who think like you and believe in causes you do. That echo chamber is easy to build a know, like, trust factor with but it is a long play that will have you in a lot of online arguments along the way. In small town America where everyone knows and talks about everyone this would not be my recommendation. Larger, more populated areas where no one knows anyone it is a somewhat
#4 - Do not talk about it at all.
This is the most common advice that most professionals will give you around the topic of politics. While I believe it to be the most basic of things to advise people, I do not fully agree with it. People buy from others they know, like, and trust. While I do not recommend banging a drum loud and proud because you do not want to stand out as an activist, I do believe when opportunity to share a common belief arises it is a fantastic way to make a human connection with someone who will inherently feel more connected to you.
#5 - When a prospect or client asks about it
These are always the MOST difficult to navigate particularly if you are not sure where the person you are speaking to stands on the matter. My suggestion here is to tread lightly and not commit too heavily to any opinion and keep it light while trying to change topics. While you may have some common beliefs they may hold beliefs that you do not want to be associated with. Keep it light and move it along.
#6 - My MOST SOUGHT AFTER ADVICE ON THIS TOPIC
Today I want to share a failure of mine that took a while to learn from but has ultimately led to a valuable lesson.
But before I do... if youre not a part of Insurance Soup on Facebook, join now. 30,000 of our colleagues are hanging out and sharing the very best strategies and ideas our industry has to offer.
In early 2017 we hired a YouTube coach. One of the very best in the industry. A dude who has a channel with billions of views, that grew with intent, that has monetized both via views and products and owns a number of multi million dollar companies all built on the platforms back.
A coach who works with other business owners and teaches them how to build channels that have tens of thousands of subscribers and millions of views.
We paid him $2,500 a month for a year…. $30,000…..
And what did we do with it?
We gained a fantastic education and knowledge of the platform. We understand what to do and how to do it from a technical position. We understand the importance of the platform as a company for what we are doing.
But how many videos did we put out? What kind of content did we produce?
Zero. Zilch. Nada.
There were a couple of reasons why…. None of which were our coaches fault.
For starters, I was a novice. I will not pretend otherwise. Not only was I a novice, but in Soup North HQ here in NY, I worked in my office alone.
Soup South HQ in TX is where all the fun happens. Cooler people. More people. Younger people.
But as someone working alone, with no experience around shooting video or the platform we wanted to publish it on, I found myself spinning my wheels a lot.
Having to start and stop video constantly.
Having to try and figure out editing.
Having to figure out music, and lighting, and set, and key, and camera positioning, and more…
And then…. ONLY THEN… could I begin to apply myself in areas I am comfortable – marketing, writing copy, using my creativity, imagination, and understanding data and analytics.
All very overwhelming, right?
You see, while I had an idea that I wanted to launch I had no vision of how to bring it to life. It did not matter how badly I wanted it.
Most people want many things in life that they never wind up getting. Why? Lack of vision.
Lack of vision leads to a lack of direction and without direction we are bound to get lost no matter how badly we want to get to our destination.
So late last year we announced in Insurance Soup that we were launching a promotional item shop.
It’s still coming but we are streamlining some processes before we launch and making sure that it’s a well oiled machine. With 30,000 of you maniacs on Facebook, 8,000 of you on Linkedin, and more on Twitter already using promotional item stores without loyalty, rhyme, or reason, we know that our promotional item shop which will be discounted for all of you, will probably be popular and used heavily.
On the search for an employee to help run it, my sister in law approached me and said shed be interested in helping out.
She has not been in the workforce for some time as she stepped away about 10 years ago to raise her daughter; my Goddaughter.
What did she do before turning to the hardest profession in the world, full time Mom?
Oh nothing that big…. Just the Emmy Award winning set designer of the childrens show Blues Clues that has worked behind the scenes on many television shows, music videos, and movie sets.
You’d never know it… shes very humble. Doesn’t talk about it much and reading this article will probably make her a little uncomfortable.
But here I am with an Emmy award winning set designer with a ton of video shooting and editing experience… looking to work… and I was about to put her in a role taking orders for a promotional item shop.
Why isn’t she looking to get back into television you may be wondering? Emmy award winner would find work with her eyes closed if she wanted it that badly.
Well, we’re about 90 minutes from the city. Prior to having her daughter, she lived in Brooklyn and the commute was easy. She moved out this way to be with us, her mother, and her brother who is a couple towns over to raise her daughter and be closer to the people she cares most about and to provide her daughter with some local cousins. And here in Suffolk County, Long Island there is not a lot of ongoing work for Emmy award winners.
On her second day in my office our conversation switched gears from running the promotional item shop to video production, youtube, podcasts, and my office space.
I shared with her our experience spending $30,000 to learn Youtube that left us by and large simply out $30,000 but with a working understanding of the platform.
I explained to her that I struggled to shoot video by myself. Couldn’t figure out lighting, sets, and editing while trying to run businesses and produce other significantly easier content for the other platforms.
That it all seemed so expensive to have to outsource a lot of the work post shoot.
That it seemed like it would be expensive to make areas of the office look more interesting or cooler than they are. Like we weren’t sitting in a 600 square foot 3 office room.
And that’s where the magic happened.
She stood up and started walking around my office like a crazed Mary Poppins and began sharing her experience in television with me.
Showing me how not only do I have room to shoot video here… but how theres enough room for several small sets… and how easy we could pull it all off… and how inexpensive it all would be… and how much fun it would be… and how shes produced television SHOWS that were wildly popular in spaces SMALLER than my office…. and she lit up like a kid on Christmas morning…
And I stopped dead in my tracks and told her she was officially fired from the promotional items shop and we are going to use her in her zone of genius and get her back to doing things that energize and excite her.
Huge opportunity to get her back into what she loves and help Soup push out into areas we have previously been uncomfortable, unable, or…
LACKING VISION TO COMPLETE.
Fast forward a couple weeks later and I now have 4 spots in my office to shoot video with a 5th spot being set up as we speak. We are having conversations around several different segments we are planning on producing and are beginning to line up not only a Youtube channel but a Podcast as well.
Now I want to make something very clear as I know a lot of readers take the advice I give seriously and I do not want to guide you in the wrong direction.
I am not bullish on Youtube for Insurance Agents. Not in 2020. If video production and their platform get a little friendlier for the typical Agent with little to no marketing experience my opinion will probably evolve over time but the typical Agent does not have the time to conquer Youtube.
Yes, you may be able to create some videos that generate opportunity for you.
Yes, you may even find a guru or two telling you Youtube is amazing.
You wont find them on any incentive trips. You wont find them winning awards. You wont find many testimonials. You wont find many people other than them saying it’s great.
Yes, you may be able to find people looking for insurance.
But you can do that on all social platforms with a little bit of education and all the other social platforms do not require you to be Martin Scorcese AND David Ogilvy.
And the reason that I personally believe that Youtube is not particularly Agent friendly yet are for all the reasons I personally struggled to get off the ground on the platform…
A newer Agent, who is generally the type of Agent who buys education around marketing in our space, is NOT going to have the time to shoot videos and produce videos and turn them into ads and cross their fingers and HOPE it works.
The money coming into Agency isn’t there. The time isn’t there. The manpower isn’t there. The basic foundations of marketing are not there. Hell most of us come into the industry from the most random of places, the RAREST of them being “video producer”
AND they do not have an Emmy award winner in the family coming join the team in a triumphant return to the work force.
While I personally bring a lot of skills and talent to the Soup businesses I lacked vision in this area.
My sister in law was able to take my ideas and dreams and apply vision to it and now we are in business.
Within the next couple of weeks we will have segments covering sales, marketing, industry news, laughs, a podcast, and we have a full suite of products at our disposal to make some truly wacky and fun creative commercials and ads.
And we did it for about $1,000. I mean we literally created a desk out of a piece of Styrofoam that my printer / scanner came in by wrapping it in a wrap that gives off the look of wood.
Many of you are sitting on ideas that are quietly brilliant that you do not have the vision to execute.
That does not make it a bad idea or one that would fail to take flight.
There is a good chance you are simply lacking the vision to pull it all together and having the right consultant, employee, or friend in your corner could be all you need to turn a dream into a reality.
Do not let your dreams die on the vine. Reach out to people and share your thoughts. Share your roadblocks. Share your objections.
Chances are you have someone in your circle that can help solve the problem and share the vision.
Failed dreams are not necessarily failures. Theyre lessons. Opportunities.
And in some cases…
It’s just a lack of vision.
You can hire vision.
Oh yeah that last photo… of the shelving unit with the protein shakes, cups, and a piece of art for one of my kids?
You may not see it yet…. But theres a podcast studio right there… you just need the VISION.
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Look at me at my "fancy desk" in my beautiful library with a "book" made from a box a local Chinese food place gave me with a calendar inside of it for Chinese New Year!
8 days ago the world was shocked by the tragic and sudden loss of global basketball superstar Kobe Bryant along with his daughter Gigi, and 7 others in a helicopter crash in Calabasas, California.
I remember exactly where I was when I heard the news. I had been having a conversation with my good friend and partner in Agency Elephant, Brian Blair. He shot me the message as I was pulling into a parking spot at my local grocery store on Sunday afternoon.
I sat there stunned for a good 3 minutes and began to find myself overcome with emotion.
Felt silly to be getting emotional over a basketball player but it was a moment for me that just felt very close to home despite it happening 3,000+ miles away to a people I never knew.
Kobe Bryant was 41 years old when he passed away and I turn 41 in less than 2 weeks from today.
He was married with 4 children and I am married with 3.
He is a legend in his field and we are working hard to be remembered in ours.
What struck me so hard about the entire thing was the humanity of it all.
Kobe Bryant was the last athlete I really looked up to as a kid.
He was a rookie at age 18 when I was a senior at Chaminade High School on Long Island.
I watched him all through college and my junior and senior year he won the title alongside Shaquille O’Neal.
Kobe Bryant had two goals in his career – winning championships and scoring.
His career in a lot of ways mirrors many of ours
Starting off with a lot of promise and coming out the gates doing extremely well.
When we are young we often believe we are prepared to take on bigger roles and be in the spotlight long before we were actually ready.
We have people in our careers that challenge us that we respect but do not particularly care for.
We have people we had to work with to get things done that we did not like.
We think we deserve way more than the people around us think. He thought he should be option #1 on the Lakers… I thought after having a solid first year in mortgages that I should basically own the company.
We were all wrong. Ignorant, naïve, immature, and entitled.
How the real world actually operates was the wake up call that most of us get in our early 20’s.
As we built our resumes and grew our games we all either adapt and win... or refuse to see the error of our ways and remain where we started.
As we get a little older and wiser in our careers… we settle into roles that we earn in due time… and evolveto be leaders that lead by work ethic and example and mentor newer and younger people and help them achieve great things.
It’s a career who I have quietly felt mirrored mine on a much grander scale for a long time.
What really made the story tough was knowing that a man who had recently found peace in his heart… a man who was transitioning from being a stone cold closer… to being a softer, loving, caring, nurturing teacher, father, husband, son, and coach.. a man who achieved global fame and untold fortune… with a literal lifetime ahead of him to give back to the world..
A family man who had sunk his post-NBA life into raising 4 young women was taken from this world in an instant.
And that my friend… can happen to any of us at any given time.
I wanted to take a moment to acknowledge the qualities of Kobe Bryant that we as entrepreneurs and business owners can learn from and admire.
Work ethic – The man showed up before everyone… left after everyone… outworked everyone…
Tenacity – If you ever watched him get after it – there was no stopping until he got what he was after.
Dedication and commitment – Kobe played for one team and one team only his entire career.. all 20 years… despite having many opportunities to go elsewhere and play in bigger roles or for more money.
Practice – Despite being the best basketball player on the planet for a decade, Kobe was constantly improving his game. Every offseason he came back with new moves… more range.. more accuracy
Discipline – To achieve and maintain the status he reached as an athlete requires a tremendous ability to stay on task and not get distracted… and as a global celebrity the opportunities to derail are countless and endless.
Maturity – We watched him grow up in front of our very eyes. We watched him make major mistakes professionally and personally. And we watched him handle them and own them publicly and learn from them and become a better person for it.
Leadership – we watched a man go from an “all eyes on me” approach to the game to a “lets win this together” approach
Humility - A man who had several major mistakes in his career own them, learn about them, learn from them, and rise up as an advocate against his own transgressions. A point that for many, makes him tough to admire.
Was the man perfect?
Far from it.
In 2003 he dealt with a situation he created for himself that will tarnish his legacy in the minds of many forever. Straying from his marriage, he cheated on his wife with a woman who later went on to say the act was not consensual. He will be looked at by many in a very similar light as other famous athletes that found themselves wrapped up in dramatic scandals and all the positive he brought to this world will never be acknowledged.
He was also fined $100,000 by the NBA for referring to a referee as an anti LGBT slur. A move that sent him down a path to learn about a lifestyle he knew little about.
I am not asking you to admire him for his transgressions, mistakes, and disasters. I am asking you to look beyond them as a person who has things they have done that they are not proud of. As a person capable of finding forgiveness. As a person who has been in need of forgiveness at points in your own life.
I am asking you to look at the man who had a tremendous amount of positive qualities shown throughout his career and his ability to find the humility to learn from and apologize for his mistakes – something that many of us today struggle to do as adults.
Many do not realize that since his retirement he has been very focused on his family, his businesses, supporting women’s sports, advocating for LGBT causes, and he has always been highly charitable and involved in advocating and helping those who can not advocate or help themselves.
He had granted over 100 wishes in 20 years for Make a Wish. He hosted basketball camps for the Boys and Girls Club of America. He was the spokesman for After School All Stars, He supported cancer initiatives and in 2012 helped Stand up to Cancer raise more than $80 million for cancer support. He raised 2.5 million from 2012-17 through his own foundation. He was a part of Step up on Second and My Friends Place, trying to help combat homelessness in LA. He led a youth soccer club called Mamba FC. The Kobe Bryant China Fund raised $6 million for education and sports programs for children in China and the US.
He had recently trademarked the name “Mambacita” for his now deceased daughter Gigi, who at age 13 was already being looked at by UConn for college ball and was already being heralded a future superstar of the WNBA. He was going all in on helping his child achieve her dreams.
I say all of the above to say this.
There is a lot to learn from Kobe Bryant as a business owner and entrepreneur.
How to conduct ourselves in business… how to really get after it… how to take our gifts and blessings and share them with others… how to grow… how to recover from major falls… how to deal with fierce and deserved scrutiny.. how to evolve… how to own mistakes… how to win
While so many are focused on the loss of a basketball player..
I find myself focused on the man.
The man he was on and off the court who had so much for all of us business owners and entrepreneurs to learn from.. both what to do and what not to do… how to conduct ourselves… how to bounce back… how to learn from our transgressions… how to be great… how to make good… how to share the abundance some of us find with the world..
An imperfect person making the absolute most of what he was given and doing something special with it for himself, his family, and the world.
If you cant find a few things to learn from this mans life and legacy you are simply choosing to focus on the wrong things… which may also tell you something about you.
Rest in peace Mamba and Mambacita.
The lessons and impact you made on my and many others lives will live on.
I am of the conviction that MOST insureds are only with you for a time no matter how well you treat them.
Well as Lauren Oliver once said, “Everyone you trust, everyone you think you can count on, will eventually disappoint you.
Now that is not my saying that you, my fair reader, are going to disappoint your insureds. You would never do that. You offer the best customer service and sage wisdom. Your clients LOVE you (I hope) and if they do not… well I will cover how to fix that perhaps in another article down the road.
But the sad truth of the matter is every relationship, no matter personal or business, if it lives long enough… will experience disappointment and in OUR industry… that usually precedes an exodus of your Agency.
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Back to the article.
What is frustrating about it for Agents in particular; is how many outside forces we deal with that can ultimately totally ruin a great relationship.
Relationships that go beyond business at times.
An Underwriter does not like the way something on a photo looks from the house – denied.
A claim not being handled properly or paid in full when the insured distinctly remembers having “Full Coverage”
A rate increase that you have no control over.
A bad interaction with one of your staff.
The list goes on and on of ways that outside forces can ruin relationships you hold near and dear in your Agency.
Which leads me to my topic today….
Knowing that EVERY relationship has a shelf life…
Knowing that SOMEHOW... SOMEWAY... at SOME POINT.... the likelihood is that SOMEONE or SOMETHING is going to sour a household…
Why do MOST Agents fear trying to deepen a relationship with an insured from the on-set?
If you took an honest accounting of your Agency and staff…. What percentage of the interactions you have with your new insureds are tackling the whole enchilada?
Most Agents are scared to go too fast, too hard, too soon with a new insured.
They’re comfortable selling the home and auto together. Some are even ok trying to position a term life or a disability policy in with it… but most are not.
And once that client LEAVES your office that first time… for MANY of them… it WILL be the LAST time.
It will also be the last time you speak to many of them until they have a problem with you.
I am 40 years old and I have been a customer of the same exact insurance company since I have been 18 years old, for my auto insurance.
Do you know how many times they have EVER called me?
ZERO. LITERALLY ZERO. Someone call their local carrier suit and tell them what a bad job they do making their insureds feel special!
I get a birthday card from them every single year though with a printed fake signature AND a Christmas card from them so I know Im on their minds though. Real genuine stuff.
But my experience with my car insurance Agency is NOT unique and MANY insureds also NEVER hear again from their Agent or Agency.
Knowing your insured is never going to call you… and knowing there’s a good chance you are the type of Agent / Agency that rarely or never calls your actual insureds….
Why are you not trying to cross sell the heck out of them WHILE the relationship is STILL GOOD?
Sitting down with the client during their first 6 months with you is CRUCIAL in creating depth in the relationship and really anchoring that household down with you for a bit.
The client is at their happiest. They have not had any interactions with outside forces yet. They haven’t called in yet in a bad mood and been rude to your CSR and got some back from them in return. They probably do not have a claim. They have not experienced a rate increase. No one has rocked the boat with them yet.
On Jay-Z’s Blueprint 3 album, there is a track called On to the Next One.
The lyrics tell stories of people who are not happy with what they have in life and are moving on to the bigger and better thing.
Id like to implore you to pay attention to a key line of the song though…
“Hey bring it back, now double your money and make a stack”
You need to think like this with your new households.
If you are not cross selling that client to the fullest during that first policy period with them and you just are “On to the next one”
In 3 months from now when they have a fender bender and do not like the claim handling… in 6 months from now when their rate goes up $4.61/mos… in 18 months when their cousin opens an Agency… in 9 months when SOMETHING happens that rubs them the wrong way…
Theyre “On to the Next One” too…
But when you “Bring em back” you “double your money and make a stack”
Let’s say for sake of the conversation you just booked the Jones families 2 cars.
They do not want to bring their homeowners over just yet as they feel it will be a pain and it's set up through escrow.
So you close the deal and move on. $1000 semi annual premium at 12% commission.
You make $240 on that client the first year.
You do not think twice about them because you're in hunter mode and you cant try and convince your existing book to insure further.
Month 11 they get a renewal notice and they're upset. They shopped you – didn’t even tell you – and are out the door.
Now you made $240 on the sale over the year … but had to pay Johnny boy, your producer, 50% commission on round one – so you really made $180… oh yeah and Johnny makes $15 an hour and the deal took 2 hours to chase down and set up… so you’re down to $150… of that $150, 40% is going towards your overhead and costs… youre down to $90… and you have not paid taxes on the money yet.. so you are really down to about $65 profit….
Oh yeah and Mrs Jones called in once to ask questions for 30 minutes… $58 profit…
And she called in with the rate increase to ask why and Johnny spent another 30 minutes with her…. $50 profit
On paper you made $240… in reality you made $50. …
And to replace that household you need to buy 8 internet leads… at $10 each…
And congratulations… you are officially in the red on that household. Don’t like that math at the end of the equation? Throw it in at the beginning. Took 8 leads to acquire the household. Results are the same.
Stay with me.
Now in walk the Smiths.
Same situation. They ONLY want to give the cars. Home is set up through escrow. They have enough life through work.
They leave that day and you ONLY closed the cars… 2 cars… $1000 semi annual at 12% - $240…
But even though you did not close the home or life, you spend your first 90 days following up with them to make sure they're happy and after hearing from you in month 3, they agree to come down to your office and make sure they have what they need protected, protected.
No other Agent has ever done this for them before and it feels special.
They come in and the relationship has become whole. It is no longer transactional or quick commission and the Agent is able to share their human side, laugh together with the prospect more as it’s a comfortable meeting, and truly deliver some candid value and advice the insured needed to hear but wouldn’t listen to when they were being “sold”
Now the Smiths bring their home over for the auto home discount - $1800 annual premium at 12% - $216 in commission…
During the conversation you were able to truly overcome why life insurance at work doesn’t cut the mustard and even though its not the whole life you felt the PH SHOULD have, they did take a term life policy out to cover their mortgage and provide each other 5 years income should one of them pass…
First term was $30/mos and the second was $22/mos - $924 year one premium. Lets call it 40% commission because that’s what captives seem to accept as the norm.
That’s an additional $370 in commission…. AND a third product they now have with you… that they purchased based on your advice and expertise… that you did not get a chance to display while just closing the auto.
And then on month 11… when the Smiths get that rate increase… they remember that you saved them money by bringing their auto policy over… they remember that you saved them MORE money when they brought their home over… they remember that they saved even MORE money on BOTH by bundling… and they remember that YOU are the FIRST person who spoke to them about the situation theyd be in if they didn’t have the right life insurance set up. And MOST powerful? They remember YOU and the RELATIONSHIP.
Now all those things that are out of your control do not seem nearly as big a deal to the insured. Moving to a new insurer is a pain in the ass. They have so much with you. They trust you even though they are not happy with the rate increase.
And the Smiths stay with you for 8 years….
That auto policy paid you $1,920 over that term… the home paid $1728… and the life paid $370 year one with some trailers over the years, albeit small.
That household that would have left you at the end of the first year with just 2 cars and you earning a meager $50... before having to replace them.
Instead you have a relationship that paid out about $4,000 while you protected them that also sent you in 2 referrals a year on average…. With ½ of them becoming new households themselves.
Do you follow what I am driving at here?
You HAVE to pursue a deeper relationship with your new policyholders.
You can not just be “On To The Next One”
You HAVE to “Bring em Back” so you can “Double Your Money and Make a Stack”
Deepen those relationships my Agent friends.
Its far superior to always looking for the next one.
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