MRL #111- Why Everything Gets Easier When You Pick A Niche

I remember my first year as a producer.

My pipeline looked like a Vegas buffet…

A little bit of everything.

Churches, contractors, aviation, food trucks, a guy who stored meat in shipping containers (still not sure if that was legal).

I was working hard.

Felt like I was busy.

But I was getting nowhere.

Why? Because I was a “spraying and praying” generalist.

While generalists are “like Swiss Army knives” and “can do a little of everything”…

In my opinion, they’re increasingly becoming more like Swiss Army knives at a sword fight…

Nifty in a pinch, but easily overmatched in battle.

Which is why we strongly suggest niching when you first get started.

It flattens the learning curve and speeds up time to success.

Let’s talk about why:

#1. You Learn the Markets Faster

You quickly learn the carriers and brokers who write that class of business.

The pain points that actually matter to the insured.

The red flags that tank accounts with underwriters.

The endorsements and exclusions that are critical.

Every industry has its quirks.

When you niche down, you stop flying blind. You start seeing patterns.

Patterns make you faster.

Patterns make you better.

#2. You Start To Speak Their Language

Talk like an outsider, and they’ll treat you like one.

Talk like one of them and doors start to open.

You don’t have to be able to run a trucking company or a manufacturing facility to get in…

But demonstrate you can speak their language and you’re no longer just another agent.

You’re an agent that specializes in their industry.

Huge distinction.

Hard to speak their language if you’ve never written anything similar before.

#3. Prospecting Gets Easier

Let’s be honest:

Prospecting sucks when you’re trying to boil the ocean.

But when you know who you’re going after, it becomes some much easier.

It’s easier to source leads.

It’s easier to build lists.

It’s easier to dial in your messaging.

Cast your net a mile wide and it becomes overwhelming.

Cast your net over one school of fish and it becomes manageable.

#4. Referrals Begin To Multiply

When you’re the guy for towing, or roofing, or excavating in your area your name spreads.

Insureds talk to each other. Most niches are referral factories.

Plant your flag and start helping people.

Do that a few times and you’ll become the go-to guy.

#5. Producing Becomes Fun

When you know what you’re talking about and clients respect you, sales becomes fun.

You stop feeling like an order-taker and start feeling like a trusted advisor.

You’re no longer chasing every Tom, Dick, and Harry.

Often times, they start chasing you.

Generalists Hustle, Specialists Scale

So if you’re tired of feeling stuck, stop trying to write everyone.

Pick a niche. Learn it. Own it.

The business gets lighter.

The pipeline gets stronger.

And you get to enjoy the ride.

See you next Monday.

Kick ass take names,

Maximus F. Revenue IV

P.S. Looking for a step-by-step system to build a book-o-biz from scratch? Check out Producer Playbook.

This is literally the process Micah used to build two $1,000,000+ books from scratch with cold outbound.