The Baba Yaga of Sales: What Middle Market Insurance Producers Can Learn from John Wick

If you’ve watched the John Wick movies, you know that John Wick is not just a hitman—he’s the hitman. Feared by all, known for his meticulous preparation, deadly precision, and unshakable resilience, Wick embodies a level of mastery that leaves his enemies whispering his name in fear. He is the Baba Yaga, the Boogeyman, the ultimate professional who never falters.

Now, imagine if middle market commercial insurance producers approached sales and risk management the way John Wick approaches his contracts. What if you were as prepared, precise, and relentless as the most feared assassin in cinematic history? The truth is, success in this business requires a killer instinct—one built on discipline, execution, and a reputation that commands respect.

In this post, we’ll break down five lessons that middle market insurance producers can learn from the Baba Yaga himself. If you want to dominate your niche, outmaneuver your competition, and build a legendary career, it’s time to think like Wick.

Preparation is Everything: Sharpen Your Tools Like the Baba Yaga

John Wick never enters a battle unprepared. He selects the right weapons, studies his environment, and anticipates every possible threat before making his move. His survival isn’t based on luck—it’s based on preparation.

The same principle applies to middle market insurance sales. Walking into a meeting without knowing your prospect’s business is like stepping into a firefight without a loaded weapon. If you want to reduce your client’s total cost of risk, you need to do your homework.

Start by researching every prospect before making contact. Understand their industry, common risk exposures, and financial pressures. Anticipate objections before they arise and develop strategies to overcome them. The best producers don’t just react—they stay two steps ahead, just like Wick.

Preparation also means having the right tools in place. Just as Wick wouldn’t go into battle without a well-stocked armory, you shouldn’t prospect without a targeted strategy. Whether it’s a refined email marketing campaign, a dialed-in cold call script, or a compelling risk management proposal, everything you do should be intentional and calculated.

Precision and Execution: Every Shot Must Count

John Wick doesn’t waste movement. Every shot is deliberate, every strike perfectly placed. He doesn’t fire randomly and hope for the best—he executes with deadly precision.

Producers who succeed in middle market sales understand that precision matters. Too many salespeople take a "spray and pray" approach, reaching out to every business within a 50-mile radius and hoping something sticks. Wick wouldn’t do that, and neither should you.

Instead, focus on high-value targets. Identify businesses that align with your expertise and make every interaction count. Your outreach should be intentional, and your messaging should be crafted specifically for the industries you serve. When you get a prospect on the phone, don’t waste time with fluff—deliver value immediately. Show them you understand their risk exposures and have solutions that matter.

Top-tier producers also follow a structured sales process. Wick never improvises in a firefight, and you shouldn’t wing your sales calls. Have a defined approach for prospecting, qualifying leads, and closing deals. Those who execute with precision win more business—period.

Mental Toughness and Resilience: Get Back Up Like the Baba Yaga

No matter how many times John Wick gets knocked down, he gets back up. Whether he’s thrown off a building, shot, or double-crossed, he keeps moving forward. His resilience is legendary, and it’s one of the key reasons he always comes out on top.

If you’re in commercial insurance sales, you already know rejection is part of the game. Deals fall apart. Prospects ghost you. Clients change their minds at the last second. The difference between average producers and elite ones is mental toughness.

• Rejection isn’t failure—it’s fuel. Every "no" you hear brings you one step closer to a "yes."
• The best producers don’t take rejection personally; they analyze, adjust, and move forward.
• Like Wick, they remain calm under pressure, never letting emotions dictate their next move.

Mental resilience also means staying focused in the face of distractions. In today’s world of social media, emails, and endless notifications, it’s easy to lose sight of the mission. Wick never gets distracted—he stays locked in on his goal. If you want to be the best, you need that same level of discipline and determination.

Reputation is Power: Be the Producer They Fear to Compete Against

John Wick’s reputation alone strikes fear into the hearts of his enemies. Before he even enters a room, people know what he’s capable of. He is the Boogeyman, and no one wants to go up against him.

As a producer, your personal brand should carry the same weight. If prospects and competitors don’t know who you are, you’re just another salesperson. But if you establish yourself as a trusted risk advisor, people will seek you out—and your competition will think twice before challenging you.

Building your reputation starts with delivering results. Wick doesn’t just talk—he acts. Similarly, your reputation isn’t built on what you claim to do, but on the value you provide to your clients. If you consistently help businesses reduce their total cost of risk, they’ll remember you.

To take your reputation even further, become a thought leader. Write articles, record videos, and speak at industry events. Use LinkedIn and insurance-focused podcasts to share insights and position yourself as the go-to expert in your field. When your name becomes synonymous with middle market risk management, you’ll gain an edge over every other producer in your space.

Your Network is Your Lifeline: Build Your Own Continental

Even the great John Wick doesn’t operate alone. He has Winston, Charon, The Bowery King, and a network of allies who help him navigate a world filled with enemies. His survival depends on these relationships, and without them, he wouldn’t last long.

In commercial insurance, your network is just as crucial. The best producers build strong relationships with:

• Underwriters – A great underwriter can make or break your deals. Build trust with them, and they’ll go the extra mile for you.
• Referral Partners – CPAs, attorneys, and business consultants can send you top-tier leads if you cultivate those connections.
• Mentors and Coaches – Surround yourself with successful producers who can help you sharpen your skills and avoid costly mistakes.

Success in this business isn’t just about what you know—it’s about who you know. Like Wick, you need allies who can support you when the stakes are high.

Be Like Wick, Close Like a Killer

John Wick isn’t just another hitman—he’s the Baba Yaga. He operates at an elite level because he prepares meticulously, executes with precision, refuses to stay down, builds an unshakable reputation, and surrounds himself with the right people.

If you want to dominate middle market insurance sales, you need the same mindset.

• Prepare relentlessly
• Execute with precision
• Stay mentally tough
• Build a reputation that commands respect
• Leverage your network

The question is: Are you just another producer making cold calls, or are you building a legendary career? Take a page from the Baba Yaga’s playbook and become the John Wick of commercial insurance sales. Because in this business, the winners are the ones who refuse to be stopped.

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