Following is the complete list of lessons included in the Path to Professionalism. To gain access to the resources for each lesson, including videos, handouts, slides etc., you will need to have a valid subscription and login.

Path to Professionalism Introduction
Path to Professionalism Introduction
Path to Professionalism Introduction - 5:00 Minutes

A 5 minute introduction to the Path to Professionalism™ insurance training program - what is Path to Professionalism, who can benefit from this program, and what is included in the program are the questions that this introduction addresses.

Lesson 1: Why People Buy – Why They Don’t
Lesson 1:  Why People Buy – Why They Don’t
Segment 1 - Rationalizing "Emotional" Decisions (22 Minutes)
Segment 2 - Motivating Prospects to Change (22 Minutes)
Segment 3 - Peel Back the Covers (13 Minutes)
Segment 4 - Ground Rule Setting (29 Minutes)
Segment 5 - Speak Visually...Paint Prospects a Picture (10 Minutes)

This topic identifies the "real reasons" people buy or fail to buy from us. It is designed to shift the focus of the producer from features, benefits, and price, and to place greater emphasis on what most salespeople fail to address, the emotional requirements of the prospect. In the absence of these needs being met, buyers will not change.

Lesson 2: The 2x4 – The Ultimate Attention-Getter
Lesson 2:  The 2x4 – The Ultimate Attention-Getter
Segment 1 - 100 Call... Only 3 Get Seen (8 Minutes)
Segment 2 - Swing Wood... Not Feathers (20 Minutes)
Segment 3 - No Blueprints Until You'reHired (7 Minutes)

Failure to get appointments is the main reason struggling producers give up and quit. If we fail to captivate our prospect’s attention, they will never know how valuable our products and services might have been. This lesson deals with how to get the attention of strangers and persuade them to grant us an audience. It is also designed to give producers the tools to formulate “attention gainers” that differentiate your producer from the "clutter" made by so many salespeople who sound so much alike. The objective of crafting and using effective 2x4's is to cause prospects to grant an initial appointment.

Lesson 3: Prospecting for Fun and Profit
Lesson 3:  Prospecting for Fun and Profit
Segment 1 - Prospecting Solo... Gold Calling (19 Minutes)
Segment 2 - Prospecting is a Game... Make It Fun (22 Minutes)
Segment 3 - Prospecting Under the Influence (28 Minutes)
Segment 4 - What Do Your Stats Say (29 Minutes)

Prospecting is the lifeblood of every successful salesperson. This lesson deals with the various types of prospecting, from "cold calling" to referrals from clients and centers of influence. An organized process for "Prospecting Under the Influence" and ensuring a full pipeline of quality referrals will be introduced. It is known as "The File of Plenty" program. Also discussed is the need for each producer to know and maintain their own personal statistics so that viable forecasts can be made based upon past performance and so coaching can be properly administered when needed.

Lesson 4: Prospect Qualification
Lesson 4:  Prospect Qualification
Segment 1 - Every Suspect Isn't a Prospect (20 Minutes)
Segment 2 - Hard Targets vs. Targets of Opportunity (24 Minutes)

Many producers have a habit of shooting at everything that moves. They indiscriminately waste your resources presenting to suspects rather than prospects. This lesson is designed to teach them how to distinguish people who are seriously entertaining making a change from those who simply want a crowbar with which to pry a better deal from their present provider.

Lesson 5: Take Aim…. And Stop Shooting From the Hip
Lesson 5:  Take Aim…. And Stop Shooting From the Hip
Segment 1 - Don't Trust in Luck... Define Your Mission (20 Minutes)
Segment 2 - Planning to Win (SMEAC Part A) (19 Minutes)
Segment 3 - Planning to Win (SMEAC Part B) (28 Minutes)
Segment 4 - It Ain't Over 'Til It's Over (The Counterattack) (16 Minutes)

True salespeople are the most optimistic people on earth. They believe that if they can get a few minutes in front of a prospect, everything will work out well. Prospect calls are frequently made with no clear objective, resulting in no way to evaluate whether or not the call was successful. This lesson is designed to teach producers not only what should be planned in advance but how to formulate a winning plan. The combat proven, disciplined approach to planning one’s work, and properly executing those plans, is what makes Path to Professionalism unique from other sales training.

Lesson 6: Communication Is An Art – Paint A Clear Picture
Lesson 6:  Communication Is An Art – Paint A Clear Picture
Segment 1 - Establish a Mission for Each Communication (28 Minutes)
Segment 2 - Behavior Typing Pays (21 Minutes)

Effective communication results in a clear understanding between the participating parties. Anything less leads to poor relationships. In the course of contact with prospects and clients we are often unclear. The objective of this lesson is to teach people how to communicate in a manner that fosters cooperation from four distinct types of clients and prospects.

Lesson 7: Proposals That Win
Lesson 7:  Proposals That Win
Segment 1 - What Do You Want Remembered? (19 Minutes)
Segment 2 - Let's Put the Fun Back in Fundamentals (22 Minutes)
Segment 3 - Joke Writing & Proposals Have a Lot In Common (23 Minutes)

Insurance is among the least interesting products on earth to buy, made even worse by boring proposals. Insurance policies, and the proposals that describe them, are made up of page after page of black words on white paper. They are seldom read by the prospect in their entirety and little of what is said in them is remembered. This lesson is intended to stimulate your sales force to create proposals that accomplish one simple objective: a sale

Lesson 8: Risk Discovery is a Differentiation Tool
Lesson 8:  Risk Discovery is a Differentiation Tool
Segment 1 - Process Sets You Apart (25 Minutes)
Segment 2 - The Risk Landscape is Laced With Landmines (16 Minutes)
Segment 3 - Ask... Don't Interrogate (19 Minutes)

Most insurance producers market their services on the premise of duplicating existing coverage at a lower price, rather than identifying potential loss exposures and tailoring coverage to them. < /><br /> The trend in many agencies today is to hire "salespeople" to develop new business and to support them with Account Executives or Marketing Specialists who are experienced insurance technicians. The Achilles Heel in this strategy is that these purported experts are inconsistent in their performance of exposure identification and risk assessment, resulting in a client landscape that is riddled with unexploded “Landmines.” Severe, or even catastrophic, exposures not only go untreated, but in most cases are never even brought to light. <br /><br /> This lesson introduces the total risk management process and how to employ it to both your and your client's benefit, offensively and defensively.

Lesson 9: Trap Setting 101
Lesson 9:  Trap Setting 101
Segment 1 - Know Your Quarry (11 Minutes)
Segment 2 - Traps Should Stir Emotion (8 Minutes)
Segment 3 - Beware!... Traps Don't Care Who They Catch (15 Minutes)

People are creatures of habit, and though their behavior is not a function of "instinct," people frequently act in predictable fashion. This can be a huge advantage for salespeople who recognize this truth and who set the right kind of traps to encourage and discourage specific behaviors from prospects, clients, and competitors.

The more one knows about how each of these three groups thinks and feel, the easier it becomes to predict their behavior. When confronted with favorable or unfavorable facts and information, one will have a better idea of how they will respond and the actions they are likely to take. The purpose of setting traps is to foster an unfavorable reaction from your prospect toward what his present agent is or isn't doing, so that your offer to replace him will be favorably received. Properly laid traps move your prospect toward creating a "Job Opening" you can fill.

Lesson 10: Leverage Your Productivity
Lesson 10:  Leverage Your Productivity
Segment 1 - Delegating Is Smart (24 Minutes)
Segment 2 - Delegating Isn't Dumping (15 Minutes)
Segment 3 - Monkey Management... Ensuring The Right People Do the Right Tasks (13 Minutes)

To maximize your investment in production talent, producers must devote the bulk of their effort toward prospecting and selling. Any "non-sales" task they perform that could be done by someone else is not productive use of their time. Every producer you employ is probably capable of performing client service duties. Few, if any, of your client service employees are able, or willing, to produce new business. This lesson deals with making sure the right employees are busy doing the right tasks... the tasks for which they are best suited to do by training and skill-set.

Lesson 11: Success Through Decision
Lesson 11:  Success Through Decision
Segment 1 - Where Are You Going....How Will You Get There? (18 Minutes)
Segment 2 - Getting Your Goals Requires The Right Formula (22 Minutes)

People seldom get everything they say they want. The reason is they frequently want things for which they have no intention of paying the price. This portion of the course is intended to assist your producers in determining what they "truly want", what they intend to get, and the formulation of practical plans to achieve the desired goals. Very often goals are set for us by other people, or organizations. Unless those goals are embraced by us, and "internalized", they are frequently not achieved. For external goals to be achieved they must be recognized as a prerequisite to achieving the goals we set for ourselves. Goal getting becomes easier when a proper balance exists in the three major areas of life; work, personal, and spiritual. Poor production is usually a by-product of being out of balance in one or more areas. Finally, time management and personal organization are addressed as tools to ensure the accomplishment of our desired goals.

Lesson 12: The Clock is Always Running – Lessons in Time Management
Lesson 12:  The Clock is Always Running – Lessons in Time Management
Segment 1 - You Can't Save Time In A Bottle (21 Minutes)
Segment 2 - If You Don't Schedule It...It Won't Get Done (23 Minutes)

The single biggest complaint of most people is that they don't have enough time. The fact is, everyone has the same amount. This lesson deals with prioritizing tasks, organizing one's time, and scheduling tasks to ensure their completion in a timely manner. Time is a non-renewable resource. If not utilized properly the opportunity will never appear again.

Lesson 13: What Buyers Like and Dislike About Salespeople
Lesson 13: What Buyers Like and Dislike About Salespeople
Segment 1 - Buyers Panel 1
Segment 2 - Buyers Panel 2
Segment 3 - Buyers Panel 3
Segment 4 - Gatekeepers Panel 1
Segment 5 - Gatekeepers Panel 2
Segment 6 - Gatekeepers Panel 3

From Robert Sutter's Top 20 course, buyers panel.

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What customers say

"Your "Path to Professionalism" is the best training I've ever received as a producer. As a result of your advice and processes, I haven't 'bid' or 'quoted' an insurance account in over 10 years. You once told me, "applying for the job, changing the debate, and getting BOR's may be more difficult initially, but the outcomes are more desirable."
Over the long term, your coaching has enabled me to become the largest producer within Rutherfoord, with a personal book of business now well in excess of 2 million dollars in revenue. I'd be happy to speak with anyone who is considering your training program."
Doug Crowe - Senior Vice President - Rutherfoord Alexandria Division 703-354-1616