Legendary coach Vince Lombardi had a way of cutting through the noise. Every season, he’d start training camp by holding up a football and saying, “Gentlemen, this is a football.” His players may have been seasoned pros, but he knew success was about mastering the fundamentals—not just the fancy plays.
Sound familiar? It should. Because in the world of insurance, we sometimes forget our own “football.”
Commissions get squeezed, clients scroll the internet looking for the cheapest policy like they’re hunting for gas station discounts, and somewhere along the way, brokers can drift off course. Before we know it, we’re reacting instead of leading.
So let’s ask: what’s the actual goal of an insurance broker?
Spoiler: it’s not just to find the cheapest premium.
Sure, clients may say “I want the lowest price,” but their actions tell another story. They also want claims to get paid, coverage to make sense, and someone who knows more than a chatbot when trouble hits. If we only play the price game, we’re just another commodity in a race to the bottom.
The real mission? Gaining new clients—and keeping them. That’s our touchdown. Commissions follow when we’re focused on protecting clients for the long haul.
So, let’s dust off the playbook and get back to the basics:
The Broker’s Playbook for Success
1. Offer more than a policy.
Add value beyond the quote sheet. Think safety tips, loss control advice, or even HR resources for employers. Show them you’re more than a policy peddler.
2. Be the go-to source of information.
Don’t just pitch products—educate. Share insights about market changes, coverage options, and risk strategies. Position yourself as the expert they can’t Google.
3. Sell quality, not just price.
Clients don’t brag about saving $100 if their claim gets denied later. Present solutions that prioritize long-term stability and protection—not the quick and dirty cheapest option.
At the end of the day, Lombardi’s teams didn’t win because they reinvented football every season. They won because they nailed the fundamentals over and over again.
Brokers, our “football” is the client. Protect them, guide them, and remind yourself: the basics never go out of style.