Building Your Community

What the heck do I mean when I say, "It's time for you to build a community?" Isn't my list really just a list of prospects? Yes, and that's your problem. You see, if you're looking at your long list of prospects, which might be 50 or 100 prospects long, as one big list you can win business from and they've all got dollar signs over their head, you've already lost.

Everything changed in 2020. I know I've said this, repeatedly. The way you connect with your prospects, the way you build a relationship with them, the way you move them through a pipeline, it all changed, and we're not going back.

More importantly, those buyers you're trying to win business from are smarter than they've ever been. You can't hold everything inside until you get hired. You have to bring value now and more value than your competition. That is what I mean when I talk about building a community.

I've been having a lot of conversations with insurance advisors, here in January, who have some pretty lofty sales goals this year. I'm hearing numbers of $150,000, $250,000, and $500,000. If you're going to have that kind of goal, you have to realize what kind of pipeline you have.

For example, If you want to write $250,000 this year, you probably need a pipeline of about $750,000 to get there. My question to you is, what are you doing, right now, to nurture your prospects to create a thriving pipeline, totaling $750,000 of potential revenue? No, no, no, not a pipeline where a third of your prospects is horse crap. I've been there.

My early insurance sales career was filled with pipelines of prospects that were never going to do business with me, but it felt so good. I felt confident to go into sales meetings and say, "Look at my pipeline," even though a third of them were crap.

You have to stop that. When you look at your prospect just as nothing more than a list, you're just trying to figure out ways to win business from them. A community is something you bring value to and a list is something you just try to extract sales from.

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