Consultative Broker Briefing - V. IV, No. 18 - Four Traits of Highly Successful Brokers

The Consultative Broker™ Briefing
Volume IV, Number 18
A Free Publication of C.R. Ekern & Company
888.670.1177
www.crekern.com
Copyright, C. R. Ekern & Company, 2002

"Four Traits of Highly Successful Brokers"

As we have said on many occasions, a Consultative Broker is a gatekeeper of resource capabilities. In order to meet and exceed client expectations, we all need to be well versed in how to utilize these capabilities. When we do this, we create tremendous value in the mind of the buyer and are able to quantify the impact we have had on the client’s balance sheet.

As I work with many of the top-producing firms in North America, I have noticed there are a number of common traits shared by the leading producers of these organizations. Here are some of the skills that these individuals are sharpening:

The ability to sell resources. A successful Consultative Broker is able to value the resources of their organization. In the event they do not have these resources on staff, they can create the perception of resources by working with other providers (e.g. loss control, claims, actuarial, environmental, etc.)
The skills to sell conceptually. In this hard market, with a great deal of turmoil, successful firms have learned to value their organization. Their sales presentations do not revolve around products or price, but instead around the unique value of their firm. This is evidence-based selling™ at its finest.
The knowledge to quantify impact on TCOR™. These firms are learning the formulas for the quantification of TCOR. By using these formulas in various classes of business, Consultative Brokers have elevated their production in the large accounts arena.
The understanding of the client’s needs. A Consultative Broker is acutely aware of the specific needs of their clients. In particular, these needs do not always revolve strictly around the insurance program. These brokers have become adept at finding the “soft underbelly” of the competitors that are unable to match the client’s needs with resources and reduced costs.

There is one other thing that these top producing brokers have in common - virtually all of them work for organizations that understand the importance of creating a value-based culture. These companies are making the transition from insurance sales organizations to resource-based service firms. C.R. Ekern & Company is pleased to be playing a role in their development.

Best regards to all Consultative Brokers,

Rob Ekern
President
C.R. Ekern & Company

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Thank you.
C.R. Ekern & Company