Extraordinary Production

The secret to outstanding production is right under your nose.

By Robert M. Nelson

I have spent most of my career observing and learning from industry leaders. In the beginning, I was candidly looking for “the” secret to extraordinary production. What was it that separated me from them (besides the obvious at the time)?

I would like to share with you what I learned then and have since had reaffirmed. My hopes are that I can dramatically shorten your own search for that same elusive secret. I have an additional belief that if this insight makes you a stronger businessperson, you will also be a stronger NAIFA member—hence we all win.

“The” secret to extraordinary production
As a direct benefit of being NAIFA president, I get to “hang out” with some of today’s super-producers. I continue to observe what they say and do, and it only reinforces my earlier discovery. Thus I have accepted it as true and it is the foundation of my practice today. Here it is: The secret to extraordinary production is ... activity!

I have been asked many times how I keep activity high while devoting so much time to industry affairs. ... I score each day on a 20-point system.

You were probably hoping for something different than that, weren’t you? I certainly was. But after years of careful observation, I have come to accept that top producers first build a high level of activity and then, and only then, do they get more sophisticated.

What was so disappointing about this discovery was that it wasn’t new. I had been told it from day one, but of course I needed to try anything but this basic truth.

There may be some exceptions to the rule, but I am interested in solid fundamentals, not exceptions. I can’t afford to gamble my business success on anything other than a strong foundation.

Focused activity
So after many years, I became quite good at focused activity, choosing good priorities and having above-average activity ... and above-average results. The last two years have been my busiest ever with industry involvement, and yet they have also been my largest production years. This was not accidental.

A 20-point day
I have been asked many times how I keep activity high while devoting so much time to industry affairs. Let me summarize it for you here. I score each day on a 20-point system that I first learned about from MDRT past president Carey Hauenstein.

It is a very simple system, and I do not quit until I have had a 20-point day. A continuous string of 20-point days, in my experience, will generate more activity than you are able to handle. (Isn’t that what you want?)

For the most updated version of this system, be sure to read Advanced 20-Point Days.

Some have asked me how I can afford to be so deeply involved in industry affairs. My answer to them is that it would have cost me a fortune to do otherwise.

I hope you will join me in spreading the message to others ... It is very smart to belong to NAIFA!

Bob Nelson, CLU, LUTCF, is vice president of the life and estate planning division at Grace-Mayer Insurance in Omaha, Neb. He was elected president of NAIFA in September 2001.