One person training another (Credit Shutterstock)

Building a real estate business is about location, location, location.

Building a profitable life insurance agency is about renewals, renewals, renewals. The best sales an agent can make are to happy clients who are keeping existing policies and annuity contracts in place.

(Related: 3 Ways to Retain Clients and Grow Your Base)

If you own an insurance business and are starting to train people who are new to insurance sales, here are three beliefs to instill, right out of the gate, to help those people become agents who will maximize retention of high-quality business.

  1. They are business men or business women. Entrepreneurs. Business owners. Not just order takers.
  2. They must build a clientele par excellence.
  3. Renewals, renewals, renewals.

Then, let the training begin. Here’s what a new agent’s day might look like.

7:00 a.m. Arrive at the office, drink coffee. Review what’s going to happen on that day.

7:30 a.m. to 8:30 a.m. Study and complete the training workbook.

8:30 a.m. to 9:30 a.m. The training supervisor reviews what the new agent has learned from studying and completing the workbook.

9:30 a.m. to 10:00 a.m. Relax, a bit.

10:00 a.m. to 10:30 a.m. A top agent meets with the new agent to review the top agent’s appointment schedule, and what the purpose is for each of those appointments. The top agent will go to the appointments with the new agent and introduce the new agent to the clients, by saying something like, “Meet Jane Doe. She’s working with me this week.”

10:30 a.m. to 11:00 a.m. Relax a bit.

11:00 a.m. to 4:30 p.m. The new agent goes out in the field with the top agent.

4:30 p.m. The top agent and the new agent return to office. The new agent unwinds and discusses with the training supervisor and the top agent what the new agent learned that day, and any questions the new agent has.

This debriefing is the most important activity of the whole day. The new agent’s subconscious mind will be sorting it all out overnight, while the new agent is asleep, getting that new agent ready for the next day of training.

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Bud Blake

Bud Blake is the owner of Blake and Associates, an insurance agency in Leawood, Kansas. He has owned the agency for more than 40 years and trained dozens of agents.