Two major problems for insurance sales professionals are the limitations of their own mind-set and the lack of definition when it comes to success.
Many salespeople cannot visualize themselves as being capable of earning $100,000 each year. Many create a comfort barrier in the $50,000 range. There are others who do not define dollar goals for the year and end up with what they get.
In a business in which producers write their own paychecks, why would some limit income potential? By examining the interpretations of salespeople, this question may be answered.
INTERPRETATION
People tend to view themselves in the image of how others see them or how they want others to see them. For example, if a man wants to look attractive to a woman, he lives out an internal representation of himself that meets his definition of attractive, and hopefully meets hers as well. If, in this instance, the man's internal representation of attractive bears a resemblance to the woman's reality, then he will indeed be attractive. If, however, his internal representation doesn't match her reality of attractive, then his attractive appearance concept won't be real, and it will not get the desired results.
REALITY
Inaccurate interpretations allow for observations and decisions based on an absence of reality. The result is bad decision making. Therefore, interpretation should be avoided. The focus should be on the face value of facts.
The producer who views the town where the agency is located to be small, limited in potential, and already sewn up by the competition is creating a negative interpretation. Decisions based upon such interpretations are limited because of the mental and physical confines they create.
Look at reality, not interpretations of reality. To change an interpretation into reality, it must be restated. For example, if a suspect is insured by a competitor, the reality may be restated, 'Currently, Suspect X is insured by the competition, but I will continue to market products and services to that suspect so when he or she is ready to make a change, they'll know about this agency.'
Note: The restatement does not demand the suspect to automatically switch from the current agency to the producer's agency. It is a realistic statement that incorporates logic into its core. If a producer wishes to capture a suspect, then constant marketing is necessary. With timed, spaced, and repetitive direct-mail marketing, telemarketing, advertising, and other promotional means, the suspect will know about the existence of the agency. There is no guarantee that the suspect will switch to the agency in pursuit, but the agency will have done its share of marketing to increase the probability of the contact occurring.
INTRAPERSONAL
Interpretation of facts is not only interpersonal, but also intrapersonal. That is, interpretation does not only occur when salespeople look at outside factors that impact the agency. Interpretation can also occur within an agency and within a person. For example, a producer may be satisfied with a production/commission level. Satisfaction, in this context, is another word for complacency, and complacency is limiting. Never be satisfied with business.
Some may say this philosophy leads salespeople to become greedy. Frankly, that may be true, but only when applied to specifics, not generalities.
GOALS
This is where definition plays an important role. Open-ended non-specific goals always cause problems because they create non-directional, unorganized wheel-spinning.
All goals, without exception, should be clearly defined. After identifying the goal, discern what it takes to attain it. From that point, focus on the behavior necessary to produce the goal, not the result. Begin with the end in mind to create focus, but not on the end result. Focus on the beginning and doing what it will take to attain the end result.
Keeping the end result in mind is the motivation for continuing to examine daily functions and time consumption. If the activity and time consumed do not lead to the end result, then the activity is a negative one.
Successful people achieve their goals by clearly defining what success means to them. They focus on an end result by monitoring all the activities that move them toward that end. Attainment of an objective isn't negative unless the objective is negative.
When applied to sales, a producer must ask the following types of questions in order to define success: What does success mean? How will I guide and ensure success? What is the timetable?
Any factor can be incorporated into the questions that define success. By doing so, the producer creates a balance in goals. A commitment to defined, stated, and written objectives determine success. Take reality and react to it in an effort to attain success.