Last Updated on: October 3, 2023

Functional Risk Management for Producers

Last week when I spoke in Denver, Colorado at the One City World Tour from the IGP Insurance Guys Podcast, I talked about the difference between tactical risk management and functional risk management.  I promised I’d do a blog post when I got back and give that group the resources they need to get better at the point of sale.

Last week, I had the distinct honor and privilege to speak at the One City World Tour brought to you by GloveBox and the Insurance Guys Podcast, my good buddies, Bradley Flowers and Scott Howell.  When I talked, I talked about some tools that you as a producer could use immediately to change the way the game gets played.

What Differentiates Good Producers?

One of the biggest things that differentiates a good producer from an insurance salesperson is that outstanding producers take the time to learn every facet of a prospect or a client’s business to represent them most accurately.  One of the things that a good producer does is walk around and look.  They ask to tour the production floor or go out onto the sales floor.  They want to interview employees, mid-level supervisors, and upper management so that they can get their fingertips on the pulse of the culture of their client and prospect.

They learn about programs, processes, procedures that these companies are using to get results, or they’re missing things, and they’re not getting results.  But it’s a really fine line that you have to walk because we’re not going to be experts in loss control and safety engineering and all of those things, at least not in most cases.  Those are the things you’ve got to leave to the professionals. That’s what I call tactical risk management.  Those are the people who will come in for the heavy lifting.  They may do noise studies.  They mad perform infrared thermal scanning of equipment to ensure that it’s not overheating from a mechanical breakdown perspective.  Perhaps they would come in and look at a workstation to ensure that it gets set up correctly or that everybody’s trained and cross-trained, so there’s a rotation of duties.  We don’t have to worry about repetitive motion claims from an ergonomics perspective.  They handle all of that stuff that’s, really, really hyper-focused deep dive for which you need an expert. 

What Should Producers Do?

But there are a lot of things that, as producers, we can do ourselves that are going to give us more credibility when we bring it up, and it’s also going to help us show an underwriter that we’ve taken the time to get out and walk around and look at stuff.  So functional risk management is what we as producers can do.  Functional risk management, functional loss control, whatever you want to call it, it’s what we can do on the fly to add value to our clients and prospects immediately.

Now, I’ve talked about a few of these things, but it’s just what you can notice when you’re taking your tour.  But I am going to give you an opportunity.  I created a slick. It’s the top 10 things a producer can do when going into an account from a functional risk management perspective.  But the one thing I’m going to challenge you is don’t rely on my list; create your own.  You can use mine as a baseline for what you’re going to do, but the best way to get better at functional risk management is to make it a point to attend every single carrier loss control visit you can.

Download the Slick

If you are a Killing Commercial member, log in to avoid the form.

Now, our carriers have outstanding loss control reps in most cases, but they’re always looking for very specific things when they go in, and they’re not looking at things that will impact the total cost of risk the way we talk about at the point of sale.  Most of the time, it’s a checklist. It’s the boxes that need to be checked and looked at to show that they visited, that the client or prospect is in compliance, or they’re not.  But you can learn what those things are by simply being present for your client and then remembering what they are.  Then you can add them to your list because if you can adequately represent they are already addressed on the front end many of the things you know that carrier is going to look for when they go for their visit, you’re going to look like a rock star.

What Can I Start Doing Today?

I’m not advocating that you change your career. You’ve got to sell to be able to make money.  But if you want to sell better, if you want to have a higher close rate, if you want to have higher retention, embrace functional risk management as a producer. Don’t stop at the conference room when you go into these accounts; look at the whole flipping thing.  Drive around the perimeter of the building before you park. It’s an old habit from the grocery days, but you’d be amazed how many things you can see from a risk management perspective by simply driving the perimeter of your client’s building before you park in the parking lot and walk in.  I talk about that in my book, The Extra 2 Minutes.

Listen, this will be a new thing for many of you.  Embrace it, try it, make it awkward for you.  If you’re not feeling uncomfortable, you’re not growing in this business.  But if you embrace this stuff, all the awkwardness goes away, and you’re going to kill it in commercial insurance.

Insurance

How AI and Automation Are Reshaping Independent Insurance Agencies

In an industry where tradition often outweighs innovation, artificial intelligence and automation are slowly but steadily reshaping how independent insurance agencies operate. The push toward smarter, more efficient workflows is no longer a matter of if—but when. While many agencies are still evaluating how AI fits into their operations, early adopters are already reaping the benefits of streamlined submissions, faster processing, and actionable data insights.

Read More »
Producers

Coaching, Competition, and Consolidation: Inside the Protege Mindset That’s Reshaping the Future of Insurance Producers

The commercial insurance industry is changing faster than ever—and not always for the better. Consolidation is accelerating. Service levels are declining. Private equity is pushing agencies to scale in ways that strip out the personal touch that once defined the independent channel. But for the producers willing to do the work, lean into mentorship, and sharpen their craft, this isn’t a challenge—it’s an opportunity.

Read More »
Insurance

From Submission Bottlenecks to Scalable Growth: How AI is Empowering Independent Insurance Agencies

The commercial insurance industry is in the midst of a major evolution. The traditional workflows that once drove agency productivity are now dragging down growth, overloading staff, and frustrating owners who are trying to scale efficiently. For independent insurance agencies—especially those in the middle market—adapting to these challenges without increasing overhead is a tightrope walk.

Read More »
Market

The Power of Patient Prospecting: How Education, Niching, and Mindset Drive Middle-Market Success

Few industries reward consistency, discipline, and patience quite like middle-market commercial insurance. Initially, every producer starts with a different story, background, and path into the business. However, the ones who rise are the ones who learn to embrace the long game. Moreover, while success may take time, those who persevere ultimately reap the benefits. Furthermore, this industry values resilience, and those who remain committed often find themselves achieving great success in the end.

Read More »
Work

Reclaiming Purpose in a Distracted World: Empowerment, Emotional Intelligence, and the Future of Work-Life Balance

In today’s performance-obsessed culture, achieving elite status in your profession can often come with a hidden price. Tania Khazaal, known to many as Tanya the Herbalist, knows this truth firsthand. After climbing the ranks in the insurance industry and landing in the top 1% of sales professionals, she found herself at a crossroads. Despite the accolades, international travel perks, and consistent recognition, she was suffering from a quiet crisis: burnout.

Read More »
Insurance

From Confusion to Clarity: How Insurance Agencies Can Unlock Growth Through Strategic Leadership and Culture

In the fast-paced world of commercial insurance, the grind of daily operations often blinds agency leaders to the foundational cracks forming beneath them. Producers are focused on closing deals. Account managers are buried in servicing. Agency principals are juggling leadership, sales, operations, and finance. Yet in the midst of this hustle, many agencies lack the one thing that can unlock the next level of growth: organizational clarity.

Read More »

Responses

Download the Functional Risk slick now.

We are also sending an email for you with the link to download it as well.

Test Message

Killing Commercial Login