The Consultative Broker™ Briefing
Volume VII, Number 5
A Free Publication of C.R. Ekern & Company
888.670.1177
www.crekern.com
Copyright, C. R. Ekern & Company, 2007

It’s a Thinking Man’s (or Woman’s) Game!

During this week of the Masters Golf Tournament, I am reminded that as a young man, I occasionally played golf on a competitive basis.  I was decent, but never really great.  I always liked the quote from the famous golfer Bobby Jones, “Competitive golf is played mainly on a five-and-a-half-inch course, the space between your ears."

Chi Chi Rodriguez once said, "Golf is a thinking man's game. You can have all the shots in the bag, but if you don't know what to do with them, you've got troubles."

Frankly, it is the same with Consultative Brokerage.  It is all in how you approach each encounter with a client that determines your success. As spring is in the air, I am drawn to a number of the analogies between successful Consultative Brokerage and a satisfactory round of golf.  Here are some of the highlights:

1. Keep your mind calm.  Jack Nicklaus used to visualize a clear placid lake before every shot.  We need to do the same during the chase of a deal.  There are many emotions that will arise over the course of working on an account.  These emotions can range from fear to greed, and yes, sometimes anger.  To be successful, we must not let these emotions cloud our judgment.

2. Visualize each shot.  A successful golfer visualizes each shot prior to executing a swing.  Prior to taking action, he/she sees the outcome and focuses on doing the right mechanics.  This is the same as a Consultative Brokerage transaction.  We must visualize each outcome of a client interaction.  Ask yourself before each call, “What is my goal to accomplish during this meeting?”

3. Never choose your club before seeing the lie.  Many times a golfer will anticipate the next club selection while moving down the fairway.  This leads to judgments that are not based upon facts, only opinions.  The resulting shot may not be effective.  A successful broker determines what their next action is after they have completely analyzed the client situation.  This analysis involves choosing from a number of solutions.

4. Don’t wait in the fairway with a club in your hand.  For the most part, you rarely see a professional golfer swinging their clubs while waiting for the group in front of them to clear the green.  Why?  Because they don’t want to lose the feel of the swing.  They know that they only have so many good swings during one round and don’t want to waste one at the wrong time.  Just as successful Consultative Brokers know to keep their powder dry, until their prospects are in position to receive their best efforts.  They don’t waste swings on deals that are not ready to be done.

5. Understand how to manage the golf course.  The golf course is set up the same for every golfer.  The ability to shoot a lower score than a competitor revolves around how a player manages the environment.  In this situation, the course is the commodity and the players skill level of managing it, is the point of differentiation.  Just as in our industry, the carrier’s prices are the commodity and the broker’s skill level in understanding TCOR is the differentiator.

6. Put the last hole out of your mind.  A great golfer recognizes that that last hole, good or bad, is only one encounter.  There are 17 more that need to be successfully completed.   Therefore, they do not allow themselves to become emotional about any single outcome.  A bad result on a hole does not destroy them and a great result does not make them invincible.  A successful broker does not dwell on his/her defeats or successes.  They understand the nature of this business with its victories and yes . . . sometimes inevitable defeats.  They move on to the next deal with confidence and visualize a positive outcome.

A successful Consultative Broker practices professionalism, client value, and skillful deployment of resources.  As the marketplace changes and the competition heats up, they understand one of Bobby Jones’ additional comments, “The object of golf is to beat somebody.  Make sure that somebody isn’t yourself!”

Best regards to all Consultative Brokers,

Rob Ekern
President
C.R. Ekern & Company

Consultative Broker Briefing Main Menu

---

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