The Ryan Hanley Show - RHS 030 - Brent Kelly on Why the Grass is NOT Greener Outside Insurance

Episode Date: February 5, 2020

Became a Master of the Close: https://masteroftheclose.comLeadership and sales master guru, Brent Kelly, stops by the podcast to discuss why leaving the insurance industry isn't all its cracked up to be. Get more: https://ryanhanley.comLearn more about your ad choices. Visit megaphone.fm/adchoices

Hello everyone and welcome back to the Ryan Hanley Show and today we're joined by a very special guest, one of the gentlemen that I have known the longest in this space. He was reaching out into the internet to connect with people, to find other professionals that were doing interesting, fun things at the same time that I was back in the 2009, 2010, 2011 days. My man Brent Kelly is on the show today. Brent Kelly is one of the premier sales leadership performance consultants in our space. And if he's not the best today, he will be in the very near future because he just keeps getting better. And the work that he's doing at the Sikkins Group with Roger Sikkins is second to none. It's really tremendous stuff. And it's been so much fun. We're going to talk about it during the show, but it's been so much

fun to watch Brent evolve from agent to doing his own thing to working with Sikkins and now rising up through that organization. And it's just fun when you see one of your friends do really well. And I've known Brent for a long time and it makes me happy to see him happy and doing what he loves and helping agents. And we just talk about all that stuff today and you're just going to love this episode. But before we get to Brent, we have to talk about the people that make this show possible. I want to give a huge shout out. I want to do a clear call to action. Go to advisor evolved.com advisor evolved.com. Don't believe me that advisor evolves create the dopest websites in the insurance game, maybe in the internet period, go to rogue risk.com. Go check out rogue risk.com right now.

Check out my website. I don't care. I'm not doing that as a call to action. There's nothing for you to buy there. I want you to check out that site because it's built on the Advisor Evolved platform. Check it out. Advisor Evolved, websites that aren't just pretty pictures on the internet. They're tools for your business. And I just can't thank Chris Langell and his team

and what they did for Rogue Risk to give us an absolutely gangster presence on the interwebs. I know it's early. I know your website doesn't mean everything. But for a young company like mine to establish ourselves, to be able to send people to a website that looks like RogueRisk.com does today, it means a lot. It gives us confidence it gives our clients confidence that when we talk to them that that were legit that we're here that were rock-solid and I couldn't have done it without the fine people at advisor evolved comm go to a visor evolved comm schedule your demo figure

out how you can make the transition to an advisory vault website today all right let's get on to brent kelly what's up man not much you got enough going on right now are you dude i just uh i just interviewed matt massiello the the CEO of SIA. Yeah. How'd that go? It was good. It was good. He's good. Good dude. You know, I think, you know, I think, you know, there's a lot of, a lot of different opinions about SIA. They have a lot of agents.

He's good and bad to everything, but I feel like I've never not gotten the impression from him that he is doing everything that he believes he can in order to improve agents the industry and the members who are part of it so i thought it would be cool to have him on because i wanted to get his perspective i mean this is an organization that collectively writes a billion dollars, eight billion dollars in premium. Sorry. Yes. Yes. And and, you know, I just think that there's a lot of misconceptions. And, you know, one person has one experience, one person has another. And we start to, you know, you know, I think we start to get a narrative in our head that isn't actually always what's

taking place. And like, I know a lot of them, I shouldn't say I know a lot. I know a dozen or so master agents in the SA network and worked for a bunch of them and, you know, they all seem to be pretty good people. So I just thought it'd be fun. It was, it was definitely more stressful than like, if I'm talking to you or Cass or somebody who can just have like a, you know, obviously all seem to be pretty good people. So I just thought it would be fun. It was. It was definitely more stressful than, like, if I'm talking to you or Cass or somebody who can just have, like, a conversation. You know, obviously, I want to go, but, like, we can have a conversation. You know, I had to, like, interview up to get. Oh, yeah.

You know, I don't. Here's a dude who runs a pretty big organization. He has lots to do. Like, I don't want to mess with his time. I don't want him to get done and be like, this is a joke. Right. I get it and then i remembered that i had a hoodie on so

it's all right hey part of it you were you were interviewing up you're prepping but you were still being real right trying to be something like that so dude let's um let's get right into it. All right, so here's where I want to start. So Cass and I put this 20 must-follow agents for 2020 thing together. I don't know if you saw that. I did. 20 insurance pros. You were one of them. Thank you, by the way.

Oh, well, yeah, obviously, man. You're very deserving. Deserving more than most. And what was funny was when we got to your name on the list, Cass did something that I hadn't really thought about, or at least not thought about in a long time. He was like, something, something, something, like, bro. Like, remember back when it was just me, you, and Brent Kelly?

It was like just the three of us. We were the only ones talking about this stuff right and like I I remember like those old google plus days where like we'd have the grainy videos it would take us 15 minutes to get on and get it all working and then we would talk about this stuff and what's working and what wasn't working and like you know there were other people that popped in and out of that and uh and and everyone's good peoples but it was just funny like I hadn't really thought about those days and like today there's so many people having conversations like the one we're about to have seven eight years ago

it was a handful like just a handful that was it yeah it's well I think I had this conversation with Cass not long ago too um I said two things what you do sometimes forget to reflect on oh my god like I do remember that and then number two is that we're getting old man like because I was thinking because I thought about that too a little bit ago and i can't remember when we first i mean i know there's different aspects and it kind of evolved but your hair was darker than too my hair i got a lot of a lot of salt and a pepper right but thanks for pointing that out by the way i appreciate that uh but it's true my my kids call me on all the time pictures you had dark hair i'm

like yeah wisdom hair is coming in uh but but and that's been like 10 years yeah yeah so i started writing insurance in 2006 yeah we all connected in 2009 ish 2010 is when we started connecting the internet started providing us with enough capabilities to find each other yep uh it's pretty wild so so you have come you your career I think probably much like my own yeah has taken a lot of twists and turns you've been a bunch of different places and you know give us the just for the few people that don't know who you are. And, and if you're listening to this and you're not connected to Brent, then I gotta be honest with you.

There's something wrong with you. No, dude, go, go, go find Brent and check out that post or just go search him on LinkedIn. But, um, uh, cause as you'll see, you know, we're, we're talking to one of the, one of the best, one of the best in the industry. And, and in my opinion, uh, I think, I think there are some others with more experience than you, but I think in the very near future, you will be probably the best like agent sales trainer in the industry. And, um, and we'll all be able to say we knew him when.

Yeah. Right. and we'll all be able to say we knew him when. Yeah, right, right, right. Just give us the 10,000 foot, you know, quick rewind view of the couple stops that you've made to where you are today. Well, I mean, as you just said, I mean, I started as a producer. I mean, that's where I got my teeth kicked in as we all hear and made, you know, thousands upon thousands of mistakes. And I had my teeth kicked in, as we all hear, and made thousands upon thousands of mistakes. And I had a few wins in there as well.

So 15 years in production with two agencies. So even that time kind of flew by. I remember when I officially left the last agency I was with to start my own business, which was my next step to do consulting, speaking, coaching. I honestly didn't exactly know. This is advice to anyone to start their own business, have a better plan than what I did. But I mean, I knew I wanted to do what I'm doing now. I just didn't know how it would look or feel. And I think, Ryan, you've had obviously some of those experiences in your career as well. And it just goes into the fact that I enjoy, I love the industry, although probably like many people listening to this, there were several times where I thought, and this would be a great opportunity

to get out. You know, like, yeah, try something new, do something unique, go out and, you know, and it certainly, as we've all talked about, I mean, as the different events I've been to, it sucks you back in, right? And for a lot of good reasons. I mean, as different events I've been to, it sucks you back in, right? And for a lot of good reasons. I mean, you know, part of it is, yeah, you've got ties there, you've got experience, there's knowledge, there's credibility. But I don't want to be cliche, but it's the people. I mean, we talked about us connected in 2009. But it's just amazing how many of those connections that you have. And so I started my own business started in 2015. And I was doing a number of different things. Like I said, it was really focused around sales, marketing, some leadership, but then I kind of gravitated more into the leadership coaching, which really kind

of started the idea of performance, right? This idea of how do you help just like, you know, athletes, how do you help them perform at a higher level? And so that was whether it's agency leadership or sales. And then in 2017, got connected to Roger Sitkins, who I had read years and years, who I had talked to other people. And everybody's got different opinions on everyone. And I didn't know Roger. I didn't really have an opinion other than when I started talking to him, he was very credible. And I went to a producer camp and I thought, why aren't more people doing this? Like it wasn't, and he'd be the first to tell you and people that attend,

it's not rocket science. Some of the stuff that we talk about, but it's taking some very simple ideas that work and execute. And so my role now is I work with agencies as part of the Sitkins group. I'm the vice president. We have our main goal, our main purpose is our private client network. So we have a private client group we work really closely with and we coach, we train, work with the producers, work with the agency leaders. And it's, I mean, simplistically get results and do it in the right way. And, and I think the cool thing, Ryan, is that going back to, we talked about 2009 with me and you and cast and be one of the first few people to do it. It's how you kind of take stuff that works principles and philosophies that are never going to change and just adapt and put some different life to them.

And, and, you know, I mean, as we know, the business is evolving, it'll never stop evolving. And so that's the cool thing is that the older I get, and I'm sure you've heard this before and experienced this, the older I get, I realized the less that I actually know. And so I could see myself and I appreciate the comment about, you know, being one of the best sales trainers. Certainly my goal is to be a, to be the best that I can be, right? The army slogan, but it's, it's not so much just because of me, it's because what I can give back. And that's what I want to do. I want to make a greater impact. And I also know that by the time I'm 50 or 60 and I'm completely gray and or bald, um, I'll know even less because you'll learn enough more things. You go, wow, I didn't realize that either. So, um, and that's one last thing.

I know I'm, I'm rambling here. No, that's great. But the cool thing, you know, that I have learned and people say, you know, with Roger, what has your relationship been like, or what have you learned? One of the things that's just always interesting to me is Roger just turned 70 years old. So as he would say, it's his 20th anniversary of his 50th birthday. And I've never seen someone, I mean, a lot of people it's like, okay, I'm good financially. I'm set good reputation. You know I don't need to learn anymore, but I've never seen someone, I mean, a lot of people, it's like, okay, I'm good financially. I'm set good reputation. You know, I don't need to learn anymore, but I've never seen someone after every event. Okay.

What do we do? Well, how do we do this better? What can, you know, it's always asking, what do we not cover? What did we not learn? What's changing the industry? How do we understand technology better? And most people wouldn't get that. So to see someone who's got that hunger for growth and learning and how that impacts those

people you're serving has probably been the greatest lesson I've learned. Yeah. You know, wow, there's so much in there to unpack. I love it. So one thing I would tell people is that from my own experience, and I would love for you to comment on this, the grass, insurance is not sexy. And I think we stand in the field of insurance and we look out over the fence and we're going,

man, that looks beautiful over there. And geez, look how wide open that is. And oh, that just, that looks like the tastiest grass I've ever seen in my whole life. And you get over there and you realize that like the grass isn't greener on that side. This is, you know, having been worked, except for working inside a carrier, I basically worked just about every other avenue that you can have in this business. And now I've spent time outside the business and I

spent time outside the business before coming into the industry. Um, I don't know that it gets much greener than here. Right. I just don't know that it does from a, from a, uh, challenging you perspective from a, you know, how much there is to learn, like how deep you can go if you want to, how wide you can go if you want to, the various opportunities that exist, the amount of money that you can make in this industry, how well you can support your family, your goals, if you're wanting to give back or like, you know, I did a, I did an episode that will air before this one comes out. Everything you've ever wanted to know about Jason Cass and his, one of his goals, right? Like, like anyone has ever wanted to do what they already do, right? But like he was talking about how one of his lifelong goals

was to build churches in Cuba, which he's already started to do. And like that's possible because of the insurance industry. I mean, this is a guy whose story has a moment in it where he has a two-year-old and not a single present under the Christmas tree because he hasn't made enough money to do that. And now he has enough where he has a two-year-old and not a single present under the Christmas tree because he hasn't made enough money to do that. And now he has enough where he has three location agency and he's taken

four trips a year to build churches in Cuba. The insurance industry provided him with that. I mean, he had to do the work. And, you know, I'm just, I mean, that, I mean, obviously, I think that's probably what you're going to say, but I would love for you to comment on that because I think that's probably what you're going to say, but I would love for you to comment on that because I think there's a lot of people as digital becomes more pervasive, digital tools of every extent become more pervasive. There is this idea of, and I was given this advice, Ryan, don't stay just in the insurance industry, branch out, go to more places, have a consulting agency that works in all these industries. Obviously I didn't take that advice. And it's because I believe that the greenest grass that you can find, maybe there are other industries that are just as good, but the greenest grass you can find is here. I mean, is that, am I crazy? What do you think? No, I think you said it really well. And,

you know, so often when I talk to insurance professionals, I don't care if you're an agency leader, producer, whatever, that's mainly who we deal with. But there's especially younger people, however you want to define that there is a lot of that because you haven't experienced as much stuff yet. And again, I'll experience a lot more in the next hopefully, God willing, 20, 30, 40 years. But you're right, you look at it and you know, I'm kind of settling, you know, I fell into this business, right? There's so many family businesses, which is great. But it's like, is this really my path? And, and that's a fair question to ask. I think we all need to ask that question. But as far as a business model, lifestyle opportunity, impact that you can make, I don't think there is a better business, a better, you know, I hate the word industry, but that's, that's out there that can provide the things that you want. One of our biggest frustrations, and I'm sure you've experienced this too, Ryan, in different roles you've played of doing coaching and consulting training, however you want to define it is the biggest challenges is it's hard to find people that are hurting enough that

really want help. And I know that sounds crazy because there's some agencies and producers that go, you know, I'm struggling, things are better, but I'm telling you what, we asked a question at a producer camp. We've got 40 people sitting there go, how many are making more money than anybody else in your family right now? Most hands are, you know, how many are making more money than this or that? And it's not just the money. We know that, but the opportunity it provides. And you know, the cool thing is the fact that even when we do our models with insurance producers, for example, we base it off 42 weeks. We say, here's the deal. You're going to screw around for 10 weeks of the year anyway. So let's just prepare for 42.

All that being said is, yes, I think it's easy to look at and go, oh, that's a cool thing. I could do that. That would be neat. That's got a sexier feel to it. And if that's where your heart and passion lie, you want to make an impact there, go for it. Great. But you and I are not the only ones. Others have kind of teedropped side of it and gone, wait a second here. This opportunity and how we serve people and the freedom that provides both time and in money and the recurring revenue model that even if you're not very good with client experience, that probably 90% of your clients stay with you and pay you again. Find me a better model.

Yeah. And here's the other thing too, man, because I think, I think what happens is, and this is why I love the, why I like the technology is becoming more and more a part of our business. And why new models, like I would like to believe that the model I'm creating is not wholly new, but it is in part new. And what it is, is very specifically me. That's what I believe Rogue is. Rogue, the way it's going to be built, and I'm going to talk more about it as it becomes a real thing. And I some of the pieces I have to tear down because I'm just talking on my ass. But it will be very uniquely who I am and what I believe. And every

agency is able to be that. And what it does is, I feel like that provides, you can go like you can be challenged in new ways every day in this industry and that is not the case in other industries that is simply not the case like I'll tell you coming from the fitness industry like I was nine months in and granted I didn't love fitness you know what I mean I wasn't a guru. I was someone who enjoyed being fit and I gave my heart and soul to that business. But like, I wasn't, fitness didn't like turn me on, you know, just like insurance doesn't turn me on on a day to day. But what I love about insurance is there are so many new challenges that I've never been in this industry and felt, I've never felt that like, ah, geez, I've kind of got it figured out. And after nine months in the fitness space, I kind of felt like take hot co-ed between and 45, get them sweaty, take up shots and put inspirational language around image and post on

social media and clients come and sign up like rinse, repeat, right? Do one with a woman who's a little older, do one with a, with a teen basketball player guy. Like, I mean, there just wasn't any more to it. You show up, you work out, it's cool to rinse and repeat. And that doesn't make the business diminished. It just means that was kind of what it was. And then execute on that with insurance, man, there's just you, there's so many different, you can take on a new niche. You can find a new way to sell. You can add a new product. You can add a new piece of technology. It just feels to me like it's there's so much here yeah so I'm just trying to unpack that because that's powerful I yeah I wrote down one word which is kind of my theme personally that as I use as I

talk to insurance agencies and some of the stuff I have upcoming in the first and second quarter this year but it's about depth and I think you know you just, you just kind of hit it. And again, this isn't to compare all the different industries or businesses out there, because there's going to be different models. But I do think, just like anything in life and in business, that from the outside grass is greener. If you stay shallow, it's pretty cool. But once you're in something for a while, and you have to go deeper, then it's like, wait a second, what else is there? Is there another level here? Is there more to this? Is there is there i mean you can use that for anything right you travel around you do speaking engagements and you stay in a nice hotel and like

from the shallow that's awesome how cool does that look but then you go into some of the depth behind it right and and again this isn't even speaking i'm actually talking about like locations or grass is green oh be cool to live here well yeah it's cool when you stay at the hotel there and you're on a beach. Yeah, that is pretty cool. But what's the depth of the daily lifestyle? I think, and I know I'm taking this in a weird way, but it's like with the insurance, we start going deeper. There are a lot of places to go. Like you said, you can create the model you want, the niche you want, you know, the clients you want to create. I mean, opportunities are great. And even within that, it changes a hundred different ways. Yeah. So I, I, I a thousand percent agree. It's a, it's a, it's a depth issue in my mind. Yeah. And, and I think I would just roll this part

of our conversation into the idea that like, if you're thinking about leaving, if it's something you have to do, like it just, there's a calling to you, right? You want to start your own yoga studio. You want to become a speaker. You want to do something else by all means live your dream, like do it. But please, I would say, take a second and question yourself. If you're doing it because it feels like the grass is greener someplace else, or you're doing it because it's actually what you want to do. Because I just firmly believe, and I've believed this for a very long time, because I did not leave the insurance industry to go to fitness because I didn't like insurance. There's a whole story to that, which I won't tell. It doesn't. Oh, come on, Ryan. Let's dive deeper into that today.

Yeah. I could share the top level of that, you know, for, for, for some people who've listened to me, maybe I've kind of hit on it, but, um, I left the insurance industry and this will be two minutes. Cause we're supposed to be talking about you, but like, um, I left the insurance industry because my brother-in-law was sick. He has since passed away. Um, and when I was with bold penguin, my wife came to me and I have no beef with Bold Penguin, perfectly fine company. They treated me perfectly fine. I wish them nothing but success. I still talk to a lot of people there. So me leaving Bold Penguin had nothing to do with like, they didn't like me or I didn't like them. My wife came to me and said,

you need to be home. Her brother, the heir to the agency who was by far their primary producer, got very, very, very sick. And she said, you needed to be home. And I could not find a job in the insurance industry that allowed me to continue to provide for my family in the way in which I was accustomed and not get on airplanes. And I had to not be on airplanes because at any given time, my wife was pulling all-nighters at the agency or flying to Arkansas to be with her brother and support and all that. And I needed to be there for her. And the only job I could find, and at the time it seemed like a wonderful opportunity, was this job in the fitness space. So I did not leave this industry because I was sick of insurance that that that was not the case. I did everything I did in terms of like, you know, social media stuff, because that's what I do. I dive in 100%. But I don't want people to look at what I didn't go Ryan, you left or, or Hey, Brent, you started biz grids, and you were

doing all kinds of different stuff. Like, I think the truth is, and I, I'm going to speak for you, but I want you to, I think like life happens and not everything goes exactly the way you plan. Certainly not for me, but I've come back and I've seen you come back and I've seen, it just feels to me like since you've hooked up with sickens, you've taken it to another level and I'm trying to kind of follow suit with you as I come back like it feels to me like that move back from biz grids to sickens took you to a whole

another level just you feel more polished more confident more just all of it I mean do you or do you feel that way about yourself when you wake up in the morning oh yeah I mean yeah as I said earlier I mean part of it is I get older, I realize the less that I know. But at the same time, looking back, you know, from the outside world, I've grown a ton. Yeah. You know, and I think that, you know,

this is part of a mindset too. And I was fortunate, you know, I started to get into personal growth and development and some of those different concepts, even in my 20s, even though I didn't know what half of it meant and I didn't do a lot of it, I started to take pieces.

And the hard part about, you know, even going and talking about depth and all this, what I just mentioned, is that that growth process isn't fast. Yeah. And no one wants to hear that. I mean, I don't, I don't want to hear that. Like, okay, you just keep pouring that time in, Brent, don't worry, you know. But I think one of the things, Ryan, you talk about, you know, since Sitkins, I mean, a lot of it is being surrounded by other people that can help you. I mean, there is a mentality, and this is true in the insurance world, whether it's an agency leader or a producer, I got this figured out. We give them an acronym, SAKU, S-A-K-U, Source of All Knowledge in the Universe. They know everything. Just ask them.

And I think, you know, to a degree, I had some of that. Like, oh, I got it. I'll figure this out. I'll work my tail off. I'll get that. And you've got to have that, that work ethic, no doubt about it. But then it's like, wait a second, I'm not that smart. Who do I need to connect with and learn from that can help quantum leap where I'm at. And so, yeah, directly from Roger Sitkins, our team, not just Roger himself, which is great,

but the agencies and companies and contacts that he's put me in connection with that I could have deeper level conversations. Sometimes you're like, wow, I've grown more than I could ever imagine because I've been able to get an opportunities that I haven't had before. And so I don't, that answers your question, but I mean, yeah, I, you know, so that's one of the things. And again, this is just general for anybody. I've said this hundreds of times on different areas, but like find mentors, find people that will push you and challenge you. Quit trying to figure, you know, say I've got it all known. Oh, I got it all figured out. You don't, and none of us do. So, you know, I don't, that's my call to action, but geez, find people that can help you. And this podcast is starting to sound like an independent agent recruiting video.

But I do think that, and I find this in my own career, is whenever I have felt a little stagnated, I seek out those people that I feel like are crushing it, right? Like, like, I'm going to IAOA Innovation 2020. This year in San Diego, I leave tomorrow morning. It's the first year I've ever gone because it's the first year I've ever been a independent agency owner, which is cool to say, because it still feels weird. Even though I haven't written a policy yet. Which hopefully New York State will let me do soon. New York state, hint, hint, please. I'm starting a business in New York. Please let me start my business. Someone stamped that TPS report and push it across. There you go. Is like David Carruthers, right? I, David, I am like, I can't wait to listen to this dude give his presentation.

I see the things he's doing, the way he's attacking the business, the way he's mixing sales and value and the market he's going after. And I'm like, this is a dude like I can't wait to learn what this guy has. And it's pushing me to move forward. And I think it would be easy. Oh, I've been a producer and I know digital marketing and, you know, and I've, and I've, and I just say to myself, like, if you're feeling stuck, just see, there are so many people doing shit way cooler, way different than you are that can give you that new edge, that new thing,

that new gets you, gets you to show up every morning. So I just hate to see good talent go out the door. And, um, we've both done it to a certain extent. I know Bisker still worked inside of the insurance industry a little, but then come back. And I just, I just, if you can avoid that time, my time outside the industry, even though I learned some valuable skills feels wasted to a certain extent. Like I wish I hadn't lost that almost a year. I wish that i had stayed in the industry um if i'm looking back on it and um if i if other people can avoid that i would recommend it yeah well i think just i mean to that there are i mean you just did that list you know the 20

there's way more than that um it's just i think the if i just had to sum it up it's just always be curious you always be close always be curious. Always be curious. And just to realize that you're not that smart. And that's not to say that I've got belief and confidence in all the things that you do. So I don't say that with that intention. I just say the fact that there are a lot of people doing stuff they've done in 10, 15, 20 years or shorter, whatever it is, that have a heck of a lot of expertise that can shorten that pain curve. You're going to have pain anyway.

That's part of the deal. But you might as well avoid some of it. And so, yeah, I mean, it could be anything from just picking up the phone and having a call with someone. It doesn't have to be necessarily formalized. But I think it's just easy to get stuck in the fact that, well, this is who I am. This is what I do. This is how it's going to be.

And as I said earlier, Ryan, in this business, that can be easy to do because sometimes being stuck and plateaued is a pretty nice lifestyle. Yeah, I get that. I get that. You get to get a real nice handicap on your, on your golf score. So let's, let's, let's, let's flip this. So we've done a lot of like high level, casual, fluffy conversation. Let's talk a little bit about what you do for a living. Like I want to, what are some of the things like you said, you know, a lot of what you teach is foundational kind of, it's not rocket science stuff, but it's helping people come up with processes to execute. So without giving away all your sickens, black box trade secrets, you know, the double secret to the kingdom. You know um you know what are you're a producer and you're you're you're a you feel like a high performer but you're not getting the performance

that you want like what are some things that how would you address that how would you start to unlock that for someone so i'll just because i this isn't totally a black box secret because i'm actually going through like seven of our core strategies on LinkedIn each week and I put on my podcast so they'll be there as well but just like I mean take like a high level thing give like one action or thinking item around them because I'm just looking at even the strategies on my whiteboard because I keep them in front of me but you know one of the things that we look at is for example with any agency team is establishing me Inc which is what is the company that you're going to run inside your agency? What's part of we Inc and where most agencies struggle. If I can say there's

one foundational thing across agencies, and this is whether it's service sales, whatever it's lack of accountability. There, there is, there is no if I, and again, I don't want to just throw out percentages, but I'm sure it's well more than 90% of agencies. If I say, what's your defined role? What are your defined expectations? How are they documented? And who's keeping you accountable to that? They would say, I don't know. Right. And then, so what happens, the agency leaders get frustrated because like, why aren't they doing what they should be doing? Well, because there's never been any defined role necessarily. I say role could be a lot of different things or defined results.

And we're not doing something to help them stay accountable to what not just what I said as an agency leader, but what we've designed together. And I think that's often a missing piece. So, you know, one core strategy is me, and there's a lot of things we go and dive around that. And I just throw some others out there. I mean, this is so simplistic, buying back time. We spend Ryan and our producer camp almost a half of the first day just on not time management, because that doesn't exist. We all have 168 in a week. But situation management, are you putting yourself in the right situations? I can tell most of this again, this is for producers, but this is true for agency leaders or anybody. If you would document and this is a hard thing to do, you can do this every half hour. I did this every 15 minutes. What you actually did every 15 minutes, you would be shocked at how much time we waste. And so a big part that we

look at with producers in particular is are you putting yourself in the right position to win? And part of that is just being in the game. And we talk about what that looks like and how you're doing that. And people say, well, that's sales 101. Yeah, it is. But you'd be amazed at just that awakening. How can we do it in a way that, you know, our goal of teaching is that it's not just going to be our idea. We're going to help you kind of walk your way into it. You go, oh my gosh, I'm a part-time producer making full-time money. I wonder what would happen if I actually did this the right way and it'll unlock things, right? You've probably heard me talk about this and I've talked about this with Cass but we spent a lot of time in 80-20 which is only I mean it's only been around for 135-40 years Valfredo Pareto

of understanding that 20% of something we do leads to 80% of the result so we talk to agencies and we just have a look at it one of the first parts of execution is awareness of what it actually is. So when you look at your books of business, where is the revenue coming from? Where are you spending your time and energy? And typically, we spend a lot of time and energy and frustrations and problems and clients that aren't very profitable. And we can't figure out why we can't do more with the ones that are profitable. Well, because we got to figure that out.

Same is true with carriers. I have agencies that brag about the fact they have a hundred and some carriers. Good for you. That doesn't necessarily mean anything. It could, it depends on the agency, but typically we see 80, 20 is true on that. So, I mean, those are just three. I mean, I could run through them all if you want. Yeah. I actually, I want to talk about the situational management a little bit. Sure. Keep in mind. I really like that. That's one that I struggle with because I struggle with it for two reasons. One, the fact that I do a lot of things and share a lot of ideas in public. I have a lot of people constantly pitching me things.

And I don't mean that as a negative. To anyone who's listening to this has ever pitched me things. And I don't mean that as a negative to anyone who's listening to this has ever pitched me something. I, I, I have, I learned from actually from Marcus Sheridan, who's a good friend of mine to always appreciate the fact that people are interested in talking to you. Like, don't, don't, you know what I mean? Like the day they stop being interested in talking to you, that's when you should be concerned. So I try to appreciate that. But, but what I find is, you know, that I tend to consume a lot of content, I tend to fall into these things that don't actually lead to the results that I need for my business. So then I find myself scrambling, and I'm bookending work at either 5am or 7pm. Instead of because during the day, I'm doing all this other

crap. And, and I've, I've had moments where I've been very good about blocking time on my calendar. And that definitely helps. But that's about as sophisticated as I get. And I'm just interested because I think a lot of people share this problem in different ways. Like, how do you really dive into that with somebody? Like, what do you recommend? So and again, whether it's a one on one, you know, perspective, or again, even when I work with agencies, I mean, it works both ways and you just kind of hit on it. It doesn't have to be, it's one of those things, it's not difficult to understand. It's really difficult to do and execute.

And so, you know, one of the things that I've really looked at, and this is for me personally, and just as Sitkins and the agencies we work with, is that, you know, you ask yourself that question, if I can only do these few, you know, what are the very few things that if I do is actually going to be that leading indicator, right? Or the needle mover, whatever you want to call. And am I going to actually analyze this objectively, not lie to myself, because it's easy to lie to yourself and go, these are the things that are really going to move the needle. And so if that's true, then I have to, in my calendar, I have to put those in ahead of the week. I can't hope that I do it on Thursday. Like it has to be already in my calendar. Thursday, 9am to 1030 is that,

because it's a needle mover. And if Ryan calls me and says, Hey, Brent, I want to chat. I'm going to go, no, I'm busy. I'm booked. And that's a really hard thing because I am I am top of the mountain of shiny object syndrome guy and people look at me now I look at my cat oh you're so organized I'm like the only reason I'm organized is because if I don't I'm a mess yeah because I know myself and so you know part of that is just being really intentional about your week. And, you know, one of the things we do with this, for example, this is for anybody, but we talk about having a Sunday evening review. And I don't care if it's Saturday or Friday afternoon, but most people never actually look on Sunday or before their week and go, okay, what do I really have this week? Is the right stuff? And, and, and taking some time to do that, to prepare before

you repair. and that's a big thing you're either preparing or you're repairing and so most producers go no I've never really done that so that's one thing the other thing too Ryan and this is kind of getting to what you said as well and I forgot who I heard this from this is pretty basic but it's worked for me is that when people pitch me with opportunities I say pitch you know whatever does need your time here. Hey, can I borrow five minutes? Right.

I mean, all those kinds of things that I'm sure you've heard or better yet, like, oh, let's schedule it in March or June. That way I don't have to worry about it now. And then you get to March or June. You're like, why did I, why did I schedule this? Yeah. I don't want to have this conversation. There's nothing.

This is not, it's a waste of my time. And so what someone told me is, immediately when there's a question asked and make a decision, you have two things. It's either a hell yes or a hell no. And there's no in between. Derek Sivers. Is that where that came from? Yeah, Derek Sivers.

And I love it. And it helps me. And because otherwise I'm going, well, you know, there could maybe, and I get caught in this trap. So that's just me personally. But that's one thing as far as situation management is understanding where are the needle movers, actually putting them in the calendar.

I mean, this is not rocket science. And then I would say committing and having someone hold you accountable to it. Yeah. Yeah, that hell yes or no idea. So that's Derek Sivers. Derek Sivers was the founder of CD Baby. And I actually, so I, most of the content I consume, I consume through email newsletters. I use probably much to the

chagrin of every time management professional in the world. I use my email inbox as a to-do list. I just do. That has its drawbacks. Don't get me wrong. But the system actually works for me because what I don't do is go out into social to find something, right? I don't follow every person who connects with me. I follow the people that I'm interested in their stuff. So I have small connection groups that I actually follow. And then if I like your stuff, I let you email me to your inbox. And that's how I know that I give you that I'm interested. He's one of the few people I do. He's tremendous. But he wrote an awesome book called Anything You Want. And in that, he shared this idea of hell yes or no, where he does not take a meeting unless he says hell

yes. Every other meeting is no. And he's like, that doesn't mean if they pitch me again, it won't be hell yes a year from now. That doesn't mean that. He's like, it's not no forever. It's just right now, that is not a hell yes for me. So it has to be no so I can get these other things done.

I'm awful at that, by the way, even though I've known about that for like a decade. I'm awful at it. You're not alone. Because everybody wants to be nice, right? You want to be nice. Oh yeah. I mean, that's the thing. I don't, you know, it's, it's no different whether it's, it's our time when we're talking about agencies that I work with. I mean, producers, as far as client profile and understanding that, like we want to be nice. It's with a good heart and good intention. Like, well, I couldn't possibly say no. Like, is that really where you need to best invest your time? Well, no. Then why'd you do it? I don't know. And then we get caught in this trap, right? Because I mean, we look at situation management. I mean, our only diminishing asset is our time.

Yeah. We can get back money. We can get back stuff. We can rebuild relationships in many cases, but time is fleeting. So it's just that to me. And I've, and I've done a number again, I've taken many courses on this and I'm so far from being great at it, but I know that I must, because if I don't, especially for me, I mean, I've got five kids. I mean, if I don't have stuff lined up and thought like I have to, I mean, some people go, I could never do that. I mean, I've got to have date night on the calendar. I have to, Oh, I'll have a date with my wife. No, I won't unless I've proactively scheduled it. I won't.

Something else will run into it. There's always more things to do. So it's just simple stuff to understand, but it's just hard to execute. So when you, when you're meeting with agents, you're doing your round tables or private client things you're doing or trainings, like what are some of the things that you're hearing producers or agency principals talk about or ask about that like, has you excited for the future? You know, like tangible stuff, not, you know, someday we'll be able to sell policies with just our mind you know I mean like what are some of the like real things that are that are tangible today

that you're like this is a tool or this is a concept or an idea or whatever that that that I read this excites me like I think this has real value is you know what are you seeing out there I think it's a there's a lot of ways I go with that question but I think this has real value is you know what are you seeing out there I think it's a lot of ways I go with that question but I think what jumps out of my mind Ryan is the fact that I think the excitement opportunity is that I sense the insurer independent insurance agencies and agents have the opportunity to become true professionals again and I say that with all due respect but most of them aren't and I'm probably going to irritate people, but I'm very, you know, I just, I see it. I've been in it and now I'm the outside, is that we want to talk about all the different

things and why we're unique and different and the value we provide, whether it's technology face-to-face. But back to what I mentioned earlier with depth, how many that are really being true risk professionals? And sometimes we forget the business we're actually in and understand that, you know, really it's a matter of, and I guess, you know, what excites me is this idea of helping agencies change the conversation from quotes and transactions to risk advice and true relationships. And again, it's an easy thing to say it's all cliche,

but to actually work deep with agencies of how to actually create things around that. Because I did, just to give you an idea, probably it was probably the last year or so when I did a number of speaking engagements like you've done. And I have, you know, rooms of different agency leaders and producers. And if I ask about, you know, just from an agency perspective, what actually makes you different? I mean, we hear this all the time, but what actually makes you different? No one can come up with anything. No, but Brent, I have 30 carriers to quote your insurance. You don't understand.

You don't understand. I give you options. I can quote you with 30 carriers. Right. And that's, and so I started going through this and I've written stuff about this, but became the generic five, you know, great service, best people, all the carriers, we're local. We've been in business a thousand years. That becomes our like differentiators, which is we both know pretty much every independent agency outside of the local thing and been in business a long time, which again, what's the impact for

the client? Like that's to me, it's like, sit down and go, what does this mean for the people I'm trying to serve? How do I help them win and just to give an example one of the things and this is like it seems obvious but it's missed so i do we do a lot of work with uh property and casualty from the business the commercial side we do a lot of commercial and you know we have conversations with agencies i'm like what do your clients really care about they don't care about insurance yeah i mean now again we could say what the insurance does your clients really care about? And they don't care about insurance. Yeah. I mean, now again, we could say what the insurance does. What they really care about is their clients, their profitability, and their employees.

So let's start looking at ways to change the conversation, to ask real questions, go deep, be a true advisor. And so that to me is what excites me because I think there's so much opportunity because quite honestly, the bar is really low. Like it doesn't take a lot more. It just takes more sometimes where you ask questions to clients and they go, geez, right. I don't know. No one's ever asked me that before. Oh, okay. So that's what excites me. I think there's just that combination of what's out there with, you know, technology and stuff we've talked about. And you combine that with going like true,

being a true risk advisor, being a true professional at your craft right that excites me like love your craft and dive deeper into it you'd be amazed at what opportunities are there for you yeah i um i was uh i was talking to someone the other day and we were they were asking me i was being interviewed by someone and they were asking me about independent agents and their role and their future. And I said, you know, my response was, I don't, I don't, I feel like total number of agencies is going to go down. I feel like in that way, the industry is going to contract. However, I feel like agent, independent agency influence slash impact on, on, you know, in, in our, in our, in our country, in our economy, in our ecosystem, I feel like that is on the rise. Like I'm very bullish on the channel. I'm not bullish on like

the total number of agents or total number of agencies. I mean, that's less important, but I feel like the, the influence of the channel itself, you know, if, if once we were the most dominant and then we kind of got punched by Mike Tyson right in the face, you know what I mean? And we've kind of been not down and out by any regard, but certainly not the unshakable mountain that we once were. I feel like we have the opportunity. You see captive after captive chopping their business. You see failed attempts at D to C. You see mediocre returns from a lot of these insure techs that were, and what sustains and what is starting to really grow, I feel like, especially with these hybrid kind of digital,

I call them agent optimized agencies, um, is a, is a return of the independent agent. And, um, you know, I, I just, I, I see this as the trend and, and absolutely people are going to get their heads cut. Like, absolutely. You don't, you're not making progress. If you're not investing, you're going to get your head cut, but there, but for those that, that engage, it's like, sky's the limit. There's no governor. Yeah. Well, I mean, two thoughts that came to mind when you were saying that, I mean, number one is, again, I agree. I mean, the acquisition part, that's going to continue. Actually, the numbers may not change much because a lot of new ones that are small ones starting up too. So it's kind of swapping, but overall, yes, there's a lot of, there's going to be acquisitions.

And a big part of that is, you know, why do agencies sell? Well, I don't begrudge anybody for sell. You know, at some point we're all going to leave. Got to make that paper, dog. Right? So you do what you got to do. But one of the biggest reasons why it happens maybe sooner or unexpected is because, A, we haven't perpetuated leadership, right, in any form or fashion. And, you know, so we've never had these conversations of what's actually going to happen. And we have no type of agency way or culture of how we're actually doing business. So once that's one person disappears, we're like, I don't know what to do.

So I'll sell. And so there's, you know, there's, there's a lot of that. There's a lot of different situations of that. The other thing too, and this is more of a humorous standpoint, by any chance, did you watch Hulk Hogan as a kid growing up? I did. Yeah. Yeah. So I just had this weird image when you were saying like, we got knocked down. I just picture like a Hulk Hogan getting punched on for a while. And all of a sudden he starts the arm shaking and he comes back and just goes nuts. Right. And everyone's like, yeah. And I, and I agree. I think there's some aspect of that that's starting to happen in the independent insurance agency model is that it's like the big boys came in and technology came in. It's like, we're going to slap you around and you're not going to be around.

And we've seen pretty convincingly. That's just not true. Yes. There's like, we're going to slap you around and you're not going to be around. And we've seen pretty convincingly that's just not true. Yes, there's been many changes and impact that that's happened. It'll continue to. But it's not like, you know, I think everyone thought it was going to be simply the travel agent. They're just going to disappear and die. There's been some of that, but not at that level. And I think there's a new awakening that's happening. It

will continue to happen. I think the pure transactional agencies will really struggle. There has to be a value add in some way, shape, or form. And that feels like the movement, like the conversations that I see happening. And this is another reason why I'm so excited to go to IOA this week is a lot of the presentations presentations a lot of the conversations leading up to this event have have been about value about injecting value at various points in the process um and i think that's exciting it's not transactional it's not pure like automation stuff or just like insure tech it's how can we add a value here how can we find a reduction in a in a touch point here that gives people time back how do we I mean that to me that's the this next level and I think what really defines the difference between say a travel agent

and insurance agent which to me are two completely different I think it's travel agents but it's just two completely different things like just because they both have the word agent in the name right what they do or how they operate is even it's like apples and oranges yeah um by the way best seen in WWF history is Wrestlemania 3 when Andre the Giant has Hulk in the chokehold and he does the one arm drop and then the second arm drop and then the third arm drop he catches and then he spins around and he body slams Andre the Giant.

It's the best. I mean, you can watch that a thousand times. It never gets old. It's the best. It's a comeback story. Alan Egbert asked Kodiak, the biggest wrestling fan in the insurance industry. Well, if you do anything probably less than 20 years in the wrestling industry, I'll have no idea what you're talking about. But when I was a kid, I do remember that.

I do remember that. Yeah, no, I think, again, it's bad. I mean, again, there certainly is an awakening. And those agencies and agents that are going to be transactional the fact is we already know it we've seen it they're going to be replaced and i think what's cool to me is to be able to take some of the big enhancements we've had in technology and to be able to free up time for human beings to really have that deeper level of sophistication and meaning and relationship and you have two options you can just say well i want to play out or you can leverage it and i

think that the great agencies have got are starting to figure this out. Yeah, if I'm going to take anything from our conversation at a very tactical level, it's that you don't. to almost avoid if you can the the shiny new thing and and just be amazing at executing the fundamentals and add shiny pieces in places where the where you have so much muscle memory on the fundamentals that they've become second second nature but if you're struggling with you know situational management and you can't block off time properly then adding a new thing you know, situational management and you can't block off time properly, then adding a new thing, you know, no matter how shiny it is, is you're never going to be able to implement it. And, and, and it's ultimately going to be a waste of time, energy, and resources. Yeah, I agree. I mean, it comes on to, and this will be, this will be a plug for an upcoming

event I'm doing in March. I'll go ahead and plug myself, but no, we're, we've got our pro fit networking event, March 11th through 13th. And, and I will say this too, if you're ever interested in what Sitkins does, this is very likely our last public event, just because we will be doing everything private with the clients that are part of that. And that's just, that's just a fact. So I'm just telling you, if you're interested in like, wow, there's some stuff, they're really good agencies here that are doing really cool stuff. Definitely want to invite you to that. But my, I definitely want to invite you to that. But I'm going to be doing one presentation.

We do a lot of roundtables and masterminding. My presentation is simply hashtag execute because ideas are plentiful, right? And I love ideas, and we need time to sift through ideas. But to execute is where I really want to focus on, to actually have a tactical plan. And I think one of the reasons we don't have a tactical plan is because we have too many goals. We don't really even know what we want. We haven't actually taken the time to figure that out. And then we haven't figured out what are the leading indicators, not the lagging that are going to help us get there. Maybe those very few

things, we call them a vital few. And then are we keeping a scoreboard? Because so often we want to play a game, we don't know if we're winning or not. I mean, I don't know about you, Ryan, but you're a sports guy. Would you like to play baseball? I mean, it's fun to go play with your friends. Don't get me wrong. But did you have more fun when you're keeping score or not? No, I just played pickup with a bunch of 20 year olds the other day. And I was, I was wetting threes and definitely keeping score in my head. Yeah, it's I mean, if you're not, okay, it's probably not for you. Right. But I mean, keeping score. And then lastly, is that ongoing accountability? And you know, it's just we call

it the culture and cadence of accountability. Just understanding this is important to me in the agency. I need you, Ryan, to help me keep me accountable to this. Because left to my own accord, I'm going to go off in a thousand different directions. I can give myself excuses. And one of the, we had a guy at our last camp, we stayed up at the end and said, what's your one big takeaway? And he goes, I'm going to stop lying to myself. And it's a very powerful thing.

Like, I've got to be a truth seeker. And what I'm really doing isn't really creating the result that I want. And back, like you said, right at the beginning, for the lifestyle I want, for the charity work that I want to give out, for the vacations I want to take. I don't care what it is, but just go deeper in those areas. And you'll probably be amazed at what can happen. So let everyone know one more time, since it's a public event, where can they find out more information? Where can they sign up and the dates and all that? Yeah. So it's, it's sitkins.com. And if you go there, you'll see it, but sitkins.com slash pro fit net. It looks like profit net.

It stands for professional fitness. So sitkins.com slash pro fit net. And it's March 11th through the 13th in Cape Coral, Florida at the beautiful Westin hotel. It's a great place. Yeah. Good place to be in March. I don't mind, I don't mind leaving the Midwest to go down there and hang out and by the ocean either. So it's pretty sure get your knowledge on. Well, dude, I, um, I mean, we could, we could keep going. I love, uh, I love chatting with you and catching up and, you know, I, I have, you know, just, I mean, we could keep going. I love chatting with you and catching up. And, you know, I have, you know, just from afar watching the work that you've been doing at Sikkins. It just, you know, we're all kind of growing up in the industry and we've known each other for a long time. And it's just, it really feels like you've hit your stride in this role in our space. You know, it probably

won't be, you know, you'll, I know you'll continue to grow, but it's just, it's very nice to see a friend really doing work that they seem to enjoy and excel at. And I know everyone who, who goes to pro fit net is going to get a tremendous experience. So thanks for coming on and sharing your expertise and everything. Where you personally, if someone wants to connect with you and just be in your network, where can they do that? I'll just give you one spot. I'm in a few places, but I'll give you one. Just connect with me on LinkedIn.

I'm probably the most active there. Back to the vital few, I used to be on every single, and I still am, but it's like, what am I trying to do here? What I really want to accomplish for me is LinkedIn. So just go to LinkedIn and search me, Brent Kelly, you'll find me. And I post my weekly videos and podcasts are on there and different stuff. So connect with me there. Awesome, man. Well, hey, I wish you nothing but the best and I can't wait for the next time we get to connect, man. Yeah. Likewise. And it's fun to watch you grow in this business too, man. សូវាប់បានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបានបា Thank you. Close twice as many deals by this time next week. Sound impossible? It's not.

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