Recently, I came upon a concept that can help anyone’s sales performance not to mention their lives in general. It’s a training idea that has become quite prominent in Great Britain ever since Team Sky became an international powerhouse in cycling, winning both the 2012 and 2013 Tour de France. The aggregation of marginal gains is elegant in its simplicity and powerful in delivering results.
Sir David Brailsford (it seems that everyone becomes a “Sir” in Britain once they’ve achieved some degree of fame) became the coach of Team Sky, the national cycling team of England, in 2010. Never a powerhouse in this popular sport, Brailsford believed his team could overcome the trend towards doping and become champions by focusing on the small details of their craft and improving each one by 1%. Small changes in nutrition, health habits, tyres (English spelling) and clothing would aggregate into big gains. Within three years Team Sky achieved Tour de France and Beijing Olympic victories.
I was made aware of the concept of aggregation of marginal gains in a brief presentation on practice management. When I did a web search of the term, I discovered that the theory has become very popular in British business circles as a successful training model. Small positive changes in habits, communications and methods can reap big benefits for any business or sales professional.
The key take-away of this concept is that you don’t have to make big changes to achieve new levels of success. Small incremental upgrades to your thinking, habits and business offering can add up to major increases in your bottom line.
What does this have to do with long-term care insurance marketing? Over the years, I’ve discovered that BGAs and agents who consistently and persistently add long-term care planning to their day-to-day marketing conversations will see improved sales. Here’s an example: a few years ago a broker in Southern California with a multi-line agency, P & C, life and health insurance and investments, added the following question to his daily conversations with clients; “have you taken care of your long-term care planning yet?” This small change catapulted our agent to long-term care insurance sales success. He’s became a consistent top producer of traditional LTCi and now he’s embraced linked products.
Brokerage general agents have more long-term care liquidity options in their product portfolios than ever before. Add the LTC planning conversation to your day-to-day discussions with agents and advisors. This small change will create more sales and add to your bottom-line.