The Consultative Broker™ Briefing
Volume V, Number 10
A Free Publication of C.R. Ekern & Company
888.670.1177
www.crekern.com
Copyright, C. R. Ekern & Company, 2007

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Broker Control - A Key to Success

The ability to exercise Broker Control is one of the key components of becoming a successful Consultative Broker.  What is Broker Control?  Merely the skills required to guarantee a victorious outcome.  Whether on new business or a renewal, someone always has Broker Control!

What Consultative Brokers know is that the steps to acquire Broker Control always revolve around client perceptions.   These perceptions are skillfully crafted, nurtured, and reinforced throughout the sales or client service process.  In most cases the entire sales process focuses entirely on gaining Broker Control.  After all, many people can provide an insurance policy.  But once Broker Control is established, the match is over!

Here are some of the things that skillful Consultative Brokers regularly practice in their day-to-day production and retention activities in order to gain Broker Control:

They maintain visibility throughout the year.  A successful broker makes certain that they do not become the “Invisible Broker” during the service of the program.  They keep their presence by creating the perception of being a gatekeeper of services from the carrier.  They understand that if the client loses sight of their importance, they can become interchangeable (and get fired!)

They bring clients fresh ideas.  In some cases they know that these ideas and concepts may not fit, but they understand the importance of being the broker who brings the ideas.  Once a client starts listening to other brokers, the perception of value is lost and their Broker Control is “out the window.”

They never give up their leverage.  After spending time creating the perception of a superior organization, they do not undermine themselves by entering into a bid and quote competition.  They know that they have everything to lose and nothing to gain by making the competition about the insurance carrier pricing.

They cover all the relationship bases.  Inside of most major accounts there is a series of interlocking relationships.  A wise Consultative Broker is always in tune with the shifting of these relationships and how their firm is perceived.

They are always scanning the horizon.  Broker Control is maintained by ongoing efforts to lock out the competition.  They never take their competition for granted.  In the event there is smoke on the horizon, they always investigate it and stamp out the fire before it becomes an inferno.

They use the weight of their organization.  They have the experience to know that clients like to deal with organizations, not just individuals.  Therefore, as soon as possible, they establish and demonstrate the credibility and value of their brokerage firm.

The Consultative Brokers that understand how to exercise Broker Control have one more advantage over their competition.  They enjoy an extremely high hit ratio.  They do not drill dry holes.  They use their Broker Control position as a barometer of success.

Best regards to all Consultative Brokers,

Rob Ekern
President
C.R. Ekern & Company

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Consultative Brokerage® Techniques are utilized by agents and brokers across North America in the development and retention of upper middle market revenues.  The Consultative Broker Briefing is delivered electronically free of charge to selected agents, brokers, and other insurance professionals across North America.  To subscribe to The Consultative Broker Briefing, please click here.

Copyright 2007 C.R. Ekern & Company