Mike Kimlinger
Director, National Sales Recruiting
Ask ten different people in insurance sales what success looks like, and you'll probably get ten different answers. That’s because there’s no single formula for excelling in commercial insurance sales. The top performers don’t follow a script; they create their own, and the paths they take to reach the top are as varied as their personalities.
That’s what makes this industry so interesting. It offers real potential for motivated, adaptable people who can spot opportunities and embrace change.
However, regardless of background, location, or book size, the most successful producers tend to share similar traits. These aren’t sales tricks or personality types—they’re qualities that aren’t easy to measure but influence how someone handles pressure, builds trust, manages their time, and stays committed long enough to succeed.
Here’s what sets top performers apart:
Ownership mindset
This is the foundation. Exceptional producers treat their role as a business—because it is one. They don’t wait for instructions. The industry offers freedom and independence, which come with responsibility. Successful producers make the most of this autonomy by using their firm’s resources, building relationships with internal teams, and making sure their time—both theirs and others’—is used wisely. They understand that effort can lead to results.
Competitive drive
In this industry, almost every prospect already has a broker. That means you’re not selling a new idea; you’re building a new relationship. Ultimately, your goal is to win over a competitor’s client. This challenge motivates those who succeed. They are self-motivated, enjoy making progress, and find energy in a marketplace where every account is possible.
Discipline and systematic approach
Top producers aren’t just improvising. While their methods may differ, the best have a structured system they follow consistently. This includes setting realistic goals—whether it’s making twenty calls a day, scheduling three meetings a week, or attending one networking event. They track their activities, develop habits, and stay accountable even when results aren’t immediate. They also find what process works best for them, rather than copying someone else’s routine, and focus on keeping momentum.
This discipline is especially important early on. Comparing your starting point to someone else’s highlight reel isn’t helpful. An experienced producer might close a deal after just two calls or a single event because they’ve built trust, reputation, and referrals over time. What you see is the result of a long-term strategy executed well.
Grit
Insurance sales often involve long cycles. You might feel like you’re losing more often than winning. Tough conversations with clients, dealing with uncontrollable price hikes, and deals falling through are part of the process. The best producers are resilient—they show up again the next day, put in the work, and keep perspective. They don’t just endure setbacks—they learn from them.
Clear communication
Insurance is a complex sale, often requiring explaining one of a company’s biggest expenses to clients who may not understand insurance details. Top producers simplify the complex without talking down to clients. They listen carefully, recognizing that clients are experts in their own business. The goal is to help clients make confident, informed decisions.
Trustworthiness
You’re not just asking for a signature—you’re asking business owners to entrust you with something vital: their confidence. That means following through, being honest, and showing up when plans change or issues come up.
Relationship building skills
In insurance, relationships are key. Successful producers build rapport both during meetings and within their organizations. They work with service teams, understand internal workflows, and treat everyone with respect. Trust and genuine connection matter more than charm.
Long-term perspective
Success in this industry grows over time. You might meet someone today who won’t become a client for five years or who will refer you to someone even bigger down the line. Patience and consistency are essential. Those who stay active, visible, and helpful over the long run tend to create opportunities others miss.
The reality of getting started
For newer producers, here’s an often-unspoken truth: success often depends on tackling the tough tasks early on. It’s not glamorous, but it’s important. You can either dive in fully now or spend years on the sidelines.
Long-term winners are those who take the big leap, embrace discomfort, and push through the parts most others avoid. That’s what sets them up for success.
Accelerating growth with the right support
Even the most disciplined, driven, and resilient producers need support—not just in pay or benefits, but in daily partnership to win and keep complex clients. At MMA, we understand that building a strong book of business depends on a solid foundation: dedicated service teams, leaders committed to your growth, and a national platform that opens doors while letting you lead locally.
You bring the right mindset. We’ll provide the infrastructure—resources, support teams, and a workplace culture designed for your success. If you’re interested in exploring opportunities at MMA, let’s connect.
