There’s a massive difference between being a $100,000 producer and becoming a risk advisor – the kind of professional that clients trust, respect, and turn to when making big decisions. And here’s the kicker: it’s not just about closing more deals. It’s about changing your mindset.
Too many producers get stuck because they’re thinking too small. They’re so focused on hitting that $100,000 mark year after year that they never consider what it takes to level up. The truth is, to go from producer to risk advisor, you need to stop thinking like a salesperson and start acting like a consultant.
Step 1: Stop Selling, Start Advising
Think about it. When you’re just a producer, your goal is to sell a policy. But that’s small potatoes. When you shift your mindset to become a risk advisor, your goal changes. You’re not just closing a deal – you’re solving a problem. You’re offering insight. You’re becoming the person your clients call when they’re planning to expand, facing new risks, or thinking strategically.
How do you make that shift? Start by asking better questions. Instead of, “What coverage do you need?” ask, “What keeps you up at night when you think about your business?” You’re digging deeper, showing you care about more than just premiums. You’re positioning yourself as a long-term partner.
Step 2: Become a Risk Management Expert
Here’s where most producers fall flat: they don’t invest in their own growth. If you want to make the jump from $100,000 producer to risk advisor, you need to know your stuff. That means mastering risk management, industry-specific issues, and the latest trends. You should be the one telling your clients about emerging risks – not the other way around.
Read industry reports, take advanced training, and immerse yourself in your clients’ industries. When you walk into a meeting, they shouldn’t just see a salesperson – they should see a strategist.
Step 3: Build Relationships, Not Transactions
A producer focuses on the sale. A risk advisor builds a network. You need to be seen as a thought leader, not just an insurance salesperson. Attend industry events, contribute to discussions, and be generous with your insights. The more value you give, the more trust you build – and trust is what makes people come back to you again and again.
The Bottom Line
Here’s the truth: the journey from $100,000 producer to risk advisor isn’t just about hitting higher numbers. It’s about changing how you think and act. Stop focusing on the quick win. Start focusing on becoming indispensable. Once you make that shift, your clients won’t just buy from you – they’ll rely on you.