Producers, Do You Have a Strategy for Selling More Insurance?

Insurance producers often fall into one of two categories: those who chase the market of the moment and those who build something lasting. The first group focuses on price— But here’s the problem: price-driven clients are rarely loyal, and the market never stays the same. What happens when another broker offers a lower rate? Or when rates increase industry-wide? The producers who thrive long-term are those who develop a strategy centered on relationships, trust, and value.

The Pitfalls of a Price-Only Strategy

It’s easy to fall into the trap of selling based on price. After all, clients want to save money, and offering the best rate feels like a quick way to close a deal. But here’s what often happens:

The loyalty problem: Clients who buy based on price will leave based on price. If they’re with you because of a discount, they’ll move on as soon as they find a better deal.

The commission squeeze: Constantly lowering premiums to compete means lower commissions and less revenue over time.

The unpredictable market: Rates fluctuate. A producer who only sells based on price is at the mercy of the market rather than in control of their business.

Why Relationships Matter More Than Ever

Trust is currency. Your clients aren’t just buying policies—they’re buying into you. This is why relationship-building is the cornerstone of any enduring sales strategy. When clients feel valued and understood, they’re more likely to stick with you—even if your price isn’t the lowest. And when those clients trust you, they’re more likely to refer you to others, creating a ripple effect that can drive long-term growth.

1. Be less salesy

Explain policies and coverages to your potential clients. If they fully understand the value of their coverage, switching based on price is less likely.

Example: Instead of simply quoting a homeowner’s policy, walk them through real-life claim scenarios. Explain how certain coverages protect them beyond just replacing a roof or repairing storm damage. Clients who see the bigger picture are more likely to stay with you.

2. Be the Trusted Advisor

Rather than being a salesperson, be present. If a client asks advice or questions, provide proactive solutions and guide clients in making informed decisions.

Example: If a client’s business is expanding, don’t wait for them to ask about additional coverage. Reach out and help them understand how their growing operations might require an update to their policy.

3. Create Personalized Client Touchpoints

Follow-ups and maintaining relationships should be a habit of a good producer. If you only contact clients when it’s time to review, you’re just maintaining a transaction rather than an enduring relationship. Instead, create touchpoints throughout the year that add value.

Example: Send clients a quick email or video message about seasonal risks (e.g., winter driving tips, hurricane preparedness). These small but meaningful interactions keep you top of mind.

4. Develop a Referral-Based Business

Let your clients naturally refer you to others. Do not dwell much of your time and energy on searching for new leads, rather focus on delivering exceptional service to your existing clients.

Example: After helping a client with a claim, follow up to ensure everything went smoothly. If they express satisfaction, ask if they know anyone else who could benefit from your service. A warm referral is more valuable than a cold call.

Strategies for Creating Enduring Relationships

How can you build relationships with your clients that last long? You need a strategy. Here are some practical steps:

Focus on Value, Not Just Price: Remember, price isn’t everything. Make sure you emphasize the unique benefits you offer like personalized service or access to exclusive resources. Let your clients know the worth they are paying for. 

Invest in Soft Skills: Empathy, authenticity, and trust-building are non-negotiable. Clients stay with someone who genuinely understands them and cares about their well-being.

Stay Consistent: Showing up for your clients sets you apart in a crowded market. Know how and when to follow-up. Do regular check-ins and respond to your clients’ inquiries and concerns as quickly as possible. 

Ask for Feedback: Don’t assume you’re meeting your clients’ needs—ask them. Feedback not only helps you improve but also shows your clients that their opinions matter.

Most insurance agents don’t make it past the first year—often because they lack a long-term strategy. If you’ve made it beyond that, you’re already in the minority. But are you setting yourself up for lasting success?

Final Thought: Are You Playing the Long Game?

If you want to sell more insurance, the question isn’t just how can I close more deals? but how can I create lasting client relationships?

The best producers know that while price matters, it’s not the foundation of a strong business. Relationships, trust, and value are.

If you’re ready to refine your strategy and build a thriving book of business, our Powerful Producer Masterclass gives you the tools to make it happen. Learn more at www.powerfulproducer.net.

And remember, you can start anytime. Producers may eventually get there on their own, but what is the opportunity cost of not getting there sooner?