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Beyond Insurance
7 secrets to peak producer performance
Getting out of the "average producer" rut
By Scott Addis, CPCU
In my role as an Agency Transformer, I have had the opportunity to listen to, and learn from, numerous Peak Performance Producers. I define a Peak Performer as one who is maximizing his or her potential for success. Peak Performers go about their business with clarity and a sense of excitement, purpose, passion and pride. While these individuals come from all walks of life and have differing skill sets, they share the following "7 Secrets to Peak Performance."
Secret #1
It's not about the insurance sale. Peak Performance Producers have a view of work that is different from the average business development specialist. Peak Performers move through life with a purpose far beyond the sale of insurance. They find great meaning in their profession. They see themselves as missionaries whose work is to protect the assets of those whom they serve. The insurance transaction is nothing more than a small piece of their delivery platform.
Unlike the Peak Performers, average producers cannot see beyond the insurance transaction to comprehend the meaning and magnitude of their work. These producers get bogged down in price and product—the commodity. They cannot appreciate the beauty and purity of their mission.
Secret #2
Unique message. Peak Performers articulate how they create value through their unique message, which takes the form of a value proposition that is clear, concise and compelling. It serves as the reason for their professional existence. It is an irresistible offer—an invitation that is so attractive that customers would be out of their minds to refuse it. The Peak Performer's unique message goes beyond functional product or service descriptions to express the tangible results that the customer can expect to achieve. With a distinctive value proposition, the Peak Performer is unique and indispensable. Without a compelling message, he or she is ordinary and disposable.
Secret #3
Relational capital. Peak Performers build deep, long-lasting relationships. They understand that relationships are rarely pursued and captured. Rather, relationships are rooted in a rich soil that is a blend of mutual trust, respect and shared values. Fully grown, relationships produce bonds and connections that enhance both parties' opportunity to succeed.
The Peak Performance Producer is an expert at creating Relational Capital that consists of credibility, integrity and authenticity. The degree to which the Peak Performer delivers Relational Capital is best demonstrated through customer intimacy and loyalty as evidenced by high hit ratios, retention, referrals and cross-sell opportunities.
Secret #4
Visions and goals. The ability to create visions and set goals is essential to the success of Peak Performance Producers. Visions allow them to see themselves at some point in the future, while goals offer a road map to reach those visions. The Peak Performer understands that there is nothing more rewarding than having visions, setting goals to reach those visions and focusing on the steps required to make the visions become reality.
Goal setting is a powerful process of becoming clear about the Peak Performer's ideal future, designing an action plan to get there, launching into action and persisting until the destination is reached. Peak Performers have the knack of turning their visions into reality.
Peak Producers live each day with a sense of clarity, confidence, purpose and passion. Why? Because they have learned the art of visioning and goal setting to:
• Decide what is important in their lives
• Decide what they want to achieve
• Separate what is important from what is irrelevant
• Be motivated
• Facilitate their ability to benchmark progress
• Gain self-confidence as the goals become reality
Average producers do not appreciate the importance of visioning or goal setting. Because they lack a goal-setting navigation system, they have little control over their destination.
Secret #5
The inner game. The Inner Game consists of mental toughness, commitment, motivation, positive attitude and self-discipline. Peak Performers not only know how to play the "Inner Game," they know how to win. Peak Performers stay focused and know how to deal with adversity. They understand the importance of controlling their emotions. It is this inner strength that allows them to achieve peak performance even in the most pressure-packed situations and in the toughest of times.
Peak Performance success doesn't just happen. It is a result of dedication, determination and sacrifice. Commitment starts in the Peak Performers' hearts and souls. It gives them inspiration to carry forward even when confronted with challenge and turbulence.
The most noteworthy attribute of Peak Performers is their attitude. Attitude is a choice that has a profound impact on the performance of the Peak Producer. A positive attitude gives the Peak Performer a competitive edge, whereas a negative attitude impairs performance. Attitude is a distinguishing factor between the average producer and the Peak Performance Producer. Peak Performers are also highly disciplined. This is evidenced by the manner in which they set priorities and design their lifestyle.
Secret #6
Work/life balance. Peak Performers make room in their busy lives to take care of their physical and mental well-being. They will not let the demands of their work impinge on the quality and quantity of time they spend with family, friends, hobbies and community. Work/life balance is essential to their success because maintaining equilibrium allows them to charge ahead with clarity and energy.
Work/life balance is a differentiator in the performance of producers. Today's intense, competitive business climate has created a corporate culture that demands more and more effort to get ahead. Taking time to recharge one's batteries is an essential ingredient of work/life balance.
Secret #7
"The experience." Peak Performers relish the fact that they are in the business to create "the experience" for those whom they serve. Although they have value-added tools and strategies to differentiate themselves in the marketplace, it is their ability to create "the experience" that truly separates them from the competition. Products and services can easily be commoditized; unique experiences cannot.
Peak Performers often ask the question: "Is my performance memorable?" It is their dedication to go above and beyond value-added services that separates them from the competition.
It is the "7 Secrets to Peak Producer Performance" that enable the Peak Producer to maximize his or her potential for success. It is no wonder that Peak Producers go about life with a sense of confidence, purpose, passion and pride.
The author
Scott Addis is president/CEO of The Addis Group and Addis Intellectual Capital, LLC (AIC). Scott is a recognized leader who has been awarded the Inc. Magazine "Entrepreneur of the Year Award" and has been named one of the "25 Most Innovative Agents in America." To learn more about the "7 Secrets to Peak Producer Performance," contact Scott at saddis@beyondinsurance.com or (610) 945-1019; (www.beyondinsurance.com).
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