Think about this adage: if you’re selling to everyone, you’re selling to no one.
And yet, producers do it all the time. They cast wide nets, cross fingers, and pray something bites. Guess what? It doesn’t.
That because when you know exactly whom you’re meant to serve, the game changes. Your message resonates. And your pipeline? It fills with people who actually want to work with you.
Step 1: Study Your Top 5–10 Clients
Look at the wins. The clients who say things like “I wish we’d met you years ago.”
Now reverse-engineer the magic:
- What industries are they in?
- How big is their firm?
- Are they risk-takers or risk-averse?
- Who made the decision—and how did they make it?
Then ask the golden question: Why did they choose you?
Was it your expertise? Your risk management process? Your ability to cut through the noise? That insight is the DNA of your Ideal Client Profile.
Step 2: Define Specific Demographics
This is where it gets surgical. Because “small businesses” or “families” isn’t a target, rather, it’s a billboard in the middle of a cornfield.
You need clarity like:
- Personal Lines: Age, gender, profession, income, lifestyle
- Commercial Lines: Industry, # of employees, revenue, region
- HNW or Life/Health: Net worth, stage of life, financial goals
If it feels like you’re being too specific, good. That’s where the magic lives.
Step 3: Solve Real Problems
People don’t buy policies. They buy solutions to problems that keep them up at night.
So, identify the pain points:
- “What happens if you get hit with a lawsuit?”
- “Can your data withstand a breach?”
- “Will your family be okay if something happens to me?”
Then build your ICP around solving those problems better than anyone else. And use their language, not insurance jargon. No one brags about buying a “BOP.” But they do tell their friends about the advisor who saved their business from a million-dollar loss.
Step 4: Think Long Game
The best clients aren’t one-and-done. They’re long-term relationships—the ones who:
- Refer their friends
- Let you cross-sell new products
- Grow with you over time
So don’t just focus on revenue. Focus on lifetime value.
Remember your Ideal Client Profile isn’t just a checklist. It’s a mirror that reflects who you serve best so you can spend less time chasing and more time winning new clients.