I attribute whatever success I have had in my profession to an idea I had several years ago about changing my gears in prospecting.

From observation of others and my own personal experience, I know there is a tendency among most underwriters to solicit the “soft touches” on the prospect list first, leaving the harder-to-see and seemingly unapproachable — top executives and professional and business men — to the last. In other words, following the lines of least resistance. As a consequence, the top men are pretty much isolated, and the real cream never skimmed.

Realizing that this method was a starvation or suicide route for me, I reversed the procedure and made successful efforts to crack the tougher nuts first. I found myself in a practically non-competitive and virgin field among a fine group of substantial prospects.

If an underwriter will reverse his prospect field and put last prospects first, he may never get around to the easy-to-see group. He needn’t worry, however, as other insurance men will see that the last named group is not ignored.

Editor’s note: The preceding Million Dollar Sales Idea was originally published in the May 1948 issue of Life Insurance Selling.

For more Million Dollar Sales Ideas, click here.

For more on prospecting, see:

What’s your offer?

Don’t over-think referrals

How to overcome prospecting jitters