Change the conversation

August 4, 2011

Recently, Mark Lacher was asked to present in a sales seminar for a client. But before he began , several people asked, “Why are you presenting to us, aren’t you in insurance?”

This article is available to subscribed users to Subscribe below for access or log-in.

Already a subscriber? Log in here.

Please note you must now log in with your Email Address and Password.



Great post, Your article shows tells me you must have a lot of background in this topic. Can you direct me to other articles about this? I will recommend this article to my friends as well. Keep it up. العاب فلاش

Posted by: xayop a | September 5, 2012 3:39 AM

Report this Comment

I think there is so much that goes into this. You really need to do your homework on this. Keep up the good work. discount marine products

Posted by: james k | August 1, 2012 11:13 AM

Report this Comment

Mark, great point on businesses being ready.

Not only do agencies need to start thinking differently about their offerings and figure out how to make that change, but they also need to make the mental & emotional transition that businesses want and need help. It's a fairly subtle difference in mindset for the producers, but it has huge ramifications. "Helping" someone by selling them your product or your latest service offering is entirely different from gaining an understanding of what they truly need as a business and then helping them find and implement a solution.

When you make that transition in mindset, it provides a whole new source of confidence and a different perspective on sales.

Looking forward to your next article!

Posted by: Wendy K | August 16, 2011 9:57 AM

Report this Comment

Thanks for the comments. Yes, changing the subject of the conversation is incredibly important if we are to change any of the conversations we have with companies. Equally important (and I'll address this in my next post) is how the client measures the relationship with us...what is the unit of measurement? Or what should it be?

Posted by: Mark L | August 9, 2011 2:54 PM

Report this Comment

It makes me think of Don Draper, "If you don't like the conversation, change the subject".

Posted by: Brandon Vincent V | August 8, 2011 9:11 PM

Report this Comment


You are spot on. Change is hard, but never more necessary than in the current world of employee benefits.

I don't think your audience's questions were unusual. After all, as you point out, that is what they have been conditioned to believe. However, once we come to grips with the opportunities we have to make a much more profound impact on their business, and build our own model to support that type of impact, we will see our opportunities grow exponentially.

Change is hard, but it's also inevitable. The model you are suggesting should definitely make the hard work worth the effort!

Posted by: Kevin T | August 8, 2011 10:55 AM

Report this Comment

Add Your Comments...

Already Registered?

If you have already registered to Accounting Today, please use the form below to login. When completed you will immeditely be directed to post a comment.