Getting an Agent-of-Record: It’s Easier Than You Think

Sally wants to close every piece of business she works on, but she doesn’t. She’s not even close.

Her price is never good enough. The coverage gap is never big enough. And even if it is, it doesn’t end up that way.

Sally was in the middle of a conversation, “We have a great turn-around time on our certificates, and we have a very seasoned staff since they are all licensed. Not only that, our agency has been in business for over 30 years, and we are on the second generation of owners.”

Unfortunately, the buyer nodded his head and said, “Sally, that sounds good. You did a great presentation today. Please give me a couple of days to consider this. I really like what you had to say. Give me a call in a few days.”

So, she called her buyer back a few days later — then again, then again, and again. It took her three days to get a hold of the buyer finally. But by then, the renewal date had come and gone.

She was devastated. What else could she possibly do? Sally did everything by the book of “traditional insurance selling” techniques.

Sally was single and often enjoyed going to dinner with her friends. One of her friends had one too many martinis and told her, “Maybe you’re just not cut out for sales, Sally. Why don’t you get an easier job like the rest of us? It’s not so bad.”

Sally was furious. “What do you mean I’m not cut out for this?” She got up and headed straight to her apartment.

She grabbed a glass and poured herself some wine (but more like a jug of wine this time.) The longer she sat, the more upset she became. Finally, she decided to go way out of character and called her biggest adversary at the office.

Bobby was a brash 28-year-old kid who was more or less setting the world on fire with his sales numbers.

She got him on his cell phone, “Sally, what are you doing calling me on Friday night … I’m out with my wife having dinner. Can I call you in the morning?”

“Yes, thanks… I’d appreciate that.”

With a crushed ego, Sally was ready for something different. Maybe Mr. Big Shot had some answers.

The next morning her phone rings. “Sally, sorry I couldn’t take your call last night. It was my anniversary, and I needed that time with my wife. I hope you understand.”

“Oh, I do,” said Sally. Then she got real.

“Bobby, you’re the best salesperson in our office. I have to know what you do because I’m tired of getting my butt kicked.”

“Come on, Sally. I have nothing special. I just do my thing.”

“Well, I want to know what your ‘thing’ is.”

“You sure?” he asked Sally.

“I want to know exactly what you do. I want you to mentor me, will you do it?”

“Sure, Sally. I’m happy to help. There is a book I want you to read called The Wedge. It’s only 100 pages. If you order it today, you’ll have it by Monday. Read it twice, then let’s meet at Starbucks Friday morning.”

“Will do,” replied Sally.

Amazon delivered a package to Sally’s apartment early Monday morning. By 2:00 pm, she’d already read the book once, outlined every chapter, and was eager to get started again. She was back at the beginning when her phone rang.

“Hey Sally, this is Richard. Let’s get something on the calendar. I want to review your sales plan with you. Would that be alright?”

Richard was Sally’s boss. This wasn’t looking good since she knew she was way behind her goal this year.

“Yes sir, two weeks from Tuesday. I look forward to seeing you. Anything you want me to do to prepare?”

Sally didn’t need more motivation, but she just got another dose.

First, the buyer said, “thanks but no thanks,” even though she knew she had a better proposal. Then she had to stoop to new lows by asking Bobby for help. And now Richard is asking for a meeting.

She turned back to her book Bobby recommended. It was drastically different than all the sales books and training she’d ever had before in one pretty simple way.

It gave her a strategy to differentiate herself from something other than price, coverage, and service. And it gave her a way to deal with the incumbent agent.

“Clever,” she thought. Must be why Bobby is not telling anyone. It’s his private little secret. “Well, Bobby has a new friend. I’m going to learn everything he does.” Friday morning rolls around.

“Hey, good morning Sally, I already got you a coffee, black, no cream, right?”

“How did you know that … are you a spy too?”

“That’s right, a Russian mafia man, before becoming a Producer,” laughed Bobby.

“Bobby, I appreciate the book you recommended. Read it twice, as you suggested. What’s the next step?”

“Now it’s time to implement what you learned, Sally. We’ll meet here every Friday morning for a month. I’ll review every step with you, and before you know it, you’ll be killing it, guaranteed.”

They spend the next hour perfecting her sales approach and she was already starting to feel more confident about the next meeting.

The following week, Sally went on a new business appointment and did her best to use what she’d learned in the book.

It was a technique whereby you turn a “positive assumption and avoid negative outcome sequence” into a question. Sounds tougher than it is but, when you do it right, the buyer doesn’t get defensive and is more willing to accept your help.

They simply say, “no, my current guy doesn’t do that.” Do that two to three times, and the buyer is naturally angry at the incumbent now.

After using a few more techniques taught in the book, and she finally walked away with her first Agent of Record Letter. She didn’t get rolled because she didn’t have to quote.

The next Friday morning, she gets to Starbucks about 30 minutes early and has Bobby’s coffee waiting this time with a little cream and no sugar.

Bobby came strolling up, “looks like you learned something this week, you learned how I like my coffee, good job.”

“Are you kidding me, she blurted. Look what I got – a signed AOR!”

Bobby was a little smug … “of course, that’s how it works.”