• MAX REVENUE
  • Posts
  • MRL #130- How To Educate Prospects (Without Being a Tool)

MRL #130- How To Educate Prospects (Without Being a Tool)

Last week, I walked into what I thought was a normal first meeting.

It was a referral from an appointment-setting firm I’ve been testing out. They were a mid-sized contractor shopping their renewal.

The lady running the meeting smiled as she sat down.

“Thanks for coming in, Micah. I printed everything off for you to quote.”

Every producer reading this knows that line.

It’s the moment you realize you’re about to waste an hour on someone who thinks insurance works like a bid.

Three brokers already working it, all pee’ing all over each other’s feet, and only twenty-two days to renewal.

A classic mess.

Old Micah would’ve jumped straight into lecture mode:

“Here’s how the process actually works…” or “You shouldn’t have three agents quoting…”

But I didn’t (I’m getting smarter with age, lol).

I took a breath, leaned forward, and asked:

“What’s your understanding of how the insurance game works?”

The woman paused.

“Well… honestly, I’m not sure. We just get quotes every year.”

And there it was. The opening.

She didn’t understand the game, but she didn’t need to feel stupid for it.

I smiled and said:

“Totally normal. About half the people I meet with, don’t either. Do you mind if I share how it actually works behind the scenes?”

I explained the game.

After that, straight into:

“What I’m seeing a lot of other contractors are doing is just picking one agent they trust to represent them. Someone who can tell their story the best to underwriters.”

By now, she was nodding.

I could’ve pushed for the BOR right there, but I didn’t.

“Don’t worry, I wouldn’t expect you to make a decision today. Let’s just start with due diligence. I’ll review your current program, share what I find, and then you can decide if I’m a fit.”

No pressure. Just a simple process.

She exhaled, visibly relieved.

I closed the conversation with one final question:

“How does that sound?”

Her shoulders relaxed:

“Honestly? That sounds great.”

That’s how you educate a buyer without being a know-it-all.

In case you missed them, here’s the 5 big lines buried inside…

And why they work.

1. “What’s your understanding of how the insurance game works?”

This question is pure gold.

It gives you a read on how much the buyer actually knows. But more importantly, it reveals how they think.

Never assume your buyer understands the difference between carriers, brokers, underwriters, or how the game works.

Most don’t.

This question lets them admit that without shame. And moves the conversation from defensive to curious.

When someone says:

“Honestly, I’m not really sure,”

They’ve just opened the door for you to lead.

2. “Do you mind if I share…?”

Ahh, my favorite word in sales.

“Share.”

It softens your approach. It replaces “let me tell you” which sounds like a lecture…

With an invitation to collaborate.

You’re not positioning yourself above the buyer. You’re positioning yourself next to your buyer.

Walking alongside them.

“Sharing” how the game actually works.

3. “What I’m seeing a lot of other contractors doing is…”

This is social proof, disguised.

Instead of saying:

“You should only work with one agent,” or “smart business owners do X…”

You frame it as what other successful people are doing.

Humans follow the lead of their peers.

When you tap into that, you’re not pushing, you’re reporting from the field.

Big difference.

Stop telling.

Start showing.

4. “Don’t worry, I wouldn’t expect you to make a decision today.”

Pressure kills deals.

This line removes it completely.

It tells your buyer you’re not desperate for the sale. You’re an advisor. You’re a peer. You’re confident in the process.

That confidence is magnetic.

It also creates a psychological shift: when people don’t feel forced, they lean in more.

It’s human nature.

When someone or something isn’t needy and feels slightly out of reach, it becomes more desirable.

5. “How does that sound?”

The simplest close ever.

And one of the most powerful.

It invites honesty. It signals safety. It turns your pitch into a partnership.

You’re no longer the salesperson talking at them.

You’re the advisor talking with them.

In An Industry Full Of Bravado, Humility and Empathy Win.

The producers who speak with their prospects and clients, not at them, are the ones who earn long-term loyalty.

Because people don’t remember the details of their renewal every year. But they remember how you made them feel during it.

So next time you’re across the table from a prospect, forget the jargon and remember these five phrases.

They’ll make you sound less like a salesperson.

And more like someone worth trusting.

Want To Turn Conversations Like This One Into Clients?

That’s exactly what we built the Producer Playbook for.

It’s the complete outbound system that Micah uses — the same one that turns cold calls into first meetings, and first meetings into BORs — without scripts, pressure, or gimmicks.

You’ll learn:

  • The exact talk tracks that open doors and build trust fast

  • How to position yourself as the trusted advisor (not the quote machine)

  • A step-by-step system for taking prospects from cold list to closed deal

If you’re ready to stop quoting and start converting.

This is your roadmap.

That’s it for this week.

See you next Monday.

Micah

P.S. Coming Soon: Producer Games

Producer Games is our new app for Producers that gamifies prospecting with a national leaderboard. Track your calls, emails, or drop-in numbers while seeing how you stack up against producers across the country. Competition, accountability, gamification all in one. Launching Nov 1.