Super Agent

Don’t Wait to Be Picked

One of our favorite bloggers, Seth Godin, recently wrote: “skip depending on being found on the shelf and go directly to the people who care.” He suggests that because your odds of getting found on a crowded shelf are slim, the shelf shouldn’t be your goal.

What does this mean for you?

Likely you don’t want to work with every business owner that wants or needs to buy insurance—you want to work with those who are willing to adopt your process, who are interested in building a collaborative relationship to address risk management strategies and who motivate and reward you intellectually, emotionally and financially. But too often, we see producers hoping to be found instead of acting with intention to attract the clients they want to work with.

Are your messages and thought leadership focused on the issues your ideal client might be facing, or the opportunities that exist for them to get better? If not, then you’re simply creating content for content’s sake.  Are you allowing yourself to be treated like a commodity during the sales process? Instead, think abundance. Don’t leave too early, but don’t stay too long if the prospect isn’t open to your leadership.

Allow yourself to believe that the decision makers you want to do business with would be best served by engaging with you, and don’t wait to be picked from the shelf.

Seth said it best: “Be the one and only dominator in a category of one, a category that couldn’t really exist if you weren’t in it.”

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