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7 Secrets to Peak Producer Performance Part 1

February 15, 2012

beyond insuranceIn 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  “7 Secrets to Peak Performance”. We’ll review the first 3 today and 4 more in our next blog post.

First 3 Secrets to Peak Producer Performance:

Secret #1 – It’s Not About the Insurance Sale

Peak Performance Producers have a different view of work than the average business development specialist.  Peak Performers move about life with a purpose far beyond the sale of insurance.  There is great meaning to their profession.  They see themselves as missionaries whose work is to protect the assets of those whom they serve.  beyond insurance

Unlike the Peak Performer, the average producer cannot see beyond the insurance transaction to comprehend the meaning and magnitude of his or her work.  They get bogged down in price and product – the commodity.

Peak Performers relish the fact that they are in the business to create “the experience” for those whom they serve.  While each has 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.

Secret #2 – 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 consisting of 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 consisting 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.

Peak Performers know how to turn their Relationship Network into a referral machine. The great myth of networking is that you reach out to others only at the time of need. This is incorrect. Peak Performance Producers built their network long before they needed anything at all.  The strategy is built upon the constant process of connecting – of offering and asking for help.

Secret #3 – 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 in as the visions become reality. 

beyond insurance

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.  The Peak Performer has a knack of turning their vision into reality.

Peak Producer Performers 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 his or her life
  • Decide what they want to achieve
  • Separate what is important from what is irrelevant
  • Be motivated
  • Facilitate his or her ability to benchmark progress
  • Gain self-confidence as the goals become reality

The average producer does not appreciate the importance of visioning or goal setting.  Because they lack a goal setting navigation system, they have little control over their destination.

Do you see how these 3 factors differentiate a Peak Producer from an average producer? Stay tuned for the next 4 secrets later this week!

Scott Addis

For more ideas on how to break the commodity trap connect with Beyond Insurance on:

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The author, Scott Addis is the President and CEO of The Addis Group and Addis Intellectual Capital, LLC (AIC). AIC is a coaching and consulting company whose purpose is to transform the process that insurance agents, brokers and carriers use when working with clients. Scott is recognized as an industry leader having been awarded the Inc. Magazine’s “Entrepreneur of the Year” Award as well as “25 Most Innovative Agents in America”. Scott can be reached at

3 Comments leave one →
  1. February 16, 2012 6:29 pm


    Thanks for sharing these thoughts. I can personally comment that you have effected my business career in exactly the ways you described in the article. Just thought I would affirm that you live these principles of building relationships and looking to help others succeed for that value alone and not just for the business benefit. I daily use principles you shared with me several years ago. Thanks again for your generosity of spirit. I am wishing you the best as you spread your vision nationally.

    Best wishes,

    Pete Scruggs

  2. Ken Tekiela permalink
    February 21, 2012 8:39 pm

    Peak preformers get excited about what they are doing and from the heart want to do whats best for the client not for the broker. Sounds obvious, but dig deep into your soul and ask yourself who are you doing this for?


  1. 7 Secrets to Peak Producer Performance Part 2 « Beyond Insurance

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