From Policies to Profitability: How Strategic Risk Consulting Can Transform Middle Market Insurance Production – A Conversation with Doug Benz
From Policies to Profitability: How Strategic Risk Consulting Can Transform Middle Market Insurance Production – A Conversation with Doug Benz
Middle market producers often believe that bigger accounts come from quoting better, faster, or cheaper. But in reality, the leap from writing $5,000 policies to closing accounts that are over a million dollars in premium starts with a different mindset. It starts with consulting over quoting. That’s exactly the story that unfolded at Producers in Paradise when Doug Benz shared how he landed the largest account of his career—not by selling insurance, but by solving problems no one else could.
This post breaks down the step-by-step strategy Doug and David Carothers used to win a high-stakes, complex account through total cost of risk analysis, claims data visibility, and certificate compliance solutions. If you’re a commercial producer trying to break into the middle market, this blueprint is for you.
The Backstory: From Small Premiums to Big-League Opportunities
Doug Benz didn’t start his career writing massive accounts. Like many producers, he handled a mix of personal and small commercial lines. He was used to wins in the $5,000 premium range—steady business, but far from transformative. What changed the game? Relationships and readiness.
While boating at a local marina in Buffalo, Doug had a casual conversation with a nearby boat owner. That individual, as it turned out, was an executive at a large national contractor with operations in all 50 states. When the topic of insurance came up—particularly that their carrier had non-renewed them—Doug didn’t jump into a sales pitch. He simply listened and agreed to meet to learn more.
Identifying the Real Problem: The Power of Listening
A few weeks later, Doug sat down with the client—not to review policies, but to understand their business. No loss runs. No quoting forms. Just dialogue.
What emerged was two key problems:
- A lack of certificate verification for nearly 1,000 subcontractors, leading to uncovered claims.
- A limited view of claims data, with only basic loss run summaries and no insight into root causes or patterns.
These weren’t insurance problems—they were operational risks. And that’s when Doug called his buddy David Carothers.
Beyond the Premium: Total Cost of Risk as the Real Conversation
When David got involved, he brought the conversation from premium to profitability. While the client knew what they were paying in annual premiums, what shocked them was the retained losses they paid out-of-pocket in claims beneath their deductible.
They were focused on the wrong number.
Most brokers would walk in and say, “Let’s shop your premium.” Doug and David walked in and said, “You’re leaking a couple million dollars from your bottom line, and not all of it is premium.”
This is the essence of total cost of risk (TCOR)—a concept every middle market producer must master. TCOR includes premiums, deductibles, uncovered claims, administrative burden, safety failures, and more. It’s the true price of risk.
Creative Consulting: Solutions Before Selling
Instead of quoting the renewal, Doug and David presented a bold alternative: charge a consulting fee upfront to fix the operational problems, with an agreement to take over the insurance at renewal.
They tackled the two biggest problems:
- For claims visibility, they partnered with Zenjuries to build granular data dashboards. This allowed them to uncover that 80% of claims were caused by just 20% of subcontractors.
- For certificate compliance, they sourced a vendor who integrated with AMS systems and hired a virtual assistant (VA) to manually verify non-digitized certs every quarter.
These weren’t policy solutions. They were process solutions that protected profitability, reduced loss frequency, and enhanced underwriting outcomes.
Monetizing the Relationship Before Renewal
Timing is everything in the middle market. The temptation to “close the deal before renewal” was strong, especially when the client offered Doug a broker-of-record letter just weeks before January 1.
But David urged patience: “Don’t cram the deal in. Charge to fix it now, and write the insurance later.”
This long-view approach did two things:
- It ensured the consulting fee covered their time and effort immediately.
- It secured the renewal months in advance, with no competition and a much stronger submission.
When you lead with risk solutions, you write on your terms—not the market’s.
Tools, Tech, and Tactics Used in the Sales Process
What made this strategy possible wasn’t luck—it was execution. Doug and David used:
- Zenjuries for real-time claims tracking across all lines.
- Pivot tables and Excel analysis to show claim trends hidden in the deductible layer.
- BluePond AI for future policy-checking automation tied to subcontractor agreements.
- A certificate compliance vendor integrated with AMS systems.
- VA support for hands-on cert verification.
These tools allowed them to show, not just tell, the client where the business was vulnerable—and how to fix it.
The Power of Mentorship and Asking for Help
One of the biggest lessons from this story isn’t about tech or tactics—it’s about humility. Doug readily admitted that without David’s guidance, he might have rushed the deal or misfired entirely.
As David said from the stage, “Everyone in this room has the ability to do what Doug did. The difference is being willing to ask for help.”
In commercial insurance, asking for support is not a weakness—it’s a superpower. Doug leaned into coaching, collaborated openly, and absorbed every detail of the process. That growth mindset is what propelled him forward.
Lessons for Producers: What You Can Apply Today
Here are tangible takeaways for producers looking to replicate Doug’s success:
- Stop quoting first. Start by understanding operations, contracts, claims handling, and pain points.
- Calculate total cost of risk. Don’t just talk about premiums—expose what’s under the deductible.
- Use tools that scale. Claim tracking platforms, AI for policy reviews, and certificate compliance systems are your advantage.
- Charge consulting fees. When you’re solving business problems, don’t give away the work.
- Be patient. Rushed quotes lose trust. Strategic solutions build loyalty.
- Ask for help. Collaborate with mentors or advisors who’ve played at the level you want to reach.
Final Thoughts: Redefining Success in Middle Market Sales
Doug Benz closed the biggest account of his career, not by out-quoting a competitor, but by out-strategizing every broker who came before him.
He earned the client’s trust by solving risk problems, not pushing policies. He proved that commercial producers can monetize before renewal, transform client operations, and create competitive advantages using data, tech, and advisory work.
If you’re tired of small wins and want to enter the big leagues, this is the model to follow: be a risk consultant, not a coverage chaser.
Call to Action
Are you ready to shift from quoting to consulting?
Join the Power Producers Base Camp and get access to tools, coaching, and community support to make the leap into middle market mastery.
Listen to the Power Producers Podcast to hear more stories like Doug’s and sharpen your sales strategy.
Explore Zenjuries, BluePond AI, and certificate compliance tools mentioned above to strengthen your risk consulting toolkit.
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