Top Hack for Getting the Best Channel Partners

To be a successful producer, you must develop systems that work for you when you’re not at work. One of the best ways to do that is with channel partners. Today, I will talk to you about my hack in getting the best channel partners for you and your agency.

You are Missing Opportunity

If you’ve ever heard me talk in person, you’ve heard me say that I would rather not make ten calls to get one appointment but, in turn, make one call to get ten appointments. That’s figurative in language, but it’s honestly true if you understand how to leverage the power of channel partners to refer business to you. This is an area that I think that many producers could get better at because they don’t apply themselves. The truth is the beginning, and low-hanging fruit is right there in front of your eyes every time you meet with one of your clients. Today, I will give you my hack for how I begin channel partner relationships and precisely why I do it the way I do it.

Identifying the Ideal Channel Partner

The number one way I identify potential channel partners is by simply asking my clients. I ask them whom they buy from for various services and commodities in their organization. I want to know who these people are because I understand that if they are calling on my client and getting hired, I got hired by the same person. So there’s probably some synergy, and they’re probably pretty good at what they do. So I want to ask my client whom they buy their payroll from, where do you buy their credit card processing from, where they get their office supplies, where do you get their office equipment, where do you buy their IT services, all these things.

Filtering the Good from the Bad

I ask them the most important question I can once I get the answer to whom they’re using, and that is, would I get along with this person? Do you think that this is somebody I should roll with? If they say yes, I know I’m in good. If they say no, my client’s just done me a favor. But if they say yes, I next want to ask my client if they’ll please give me an email introduction. I want that person to hear from my client why they should spend time meeting with me. If I can get that to happen, the next thing that’s going to go down is we’re going to meet for coffee, and we’re going to establish the rules of the relationship.

Rules of the Relationship

BNI and networking groups get it right, and producers get it wrong. We put together these referral relationships, but there’s never accountability, and there are never requirements. My requirements are straightforward. I will meet with you one time a month or every other week. But if I meet with you once a month, you’ll come into that appointment, and you’ll have two booked appointments with your clients for me. I will have two booked appointments with my clients for you. Not, “Hey, David’s going to call you; please be expecting his call.” I’m talking about a booked appointment with their client who knows who I am, what I do, and what I’m there to talk to them about. If we meet every other week, it’s one for a total of two per month. I reciprocate and do the same thing for them.

Now we understand what the rules are. If they show up once and don’t have two booked appointments for me, they get one Get Out of Jail Free card. If it happens a second time, they’re out. Accountability and expectations must be established on these relationships’ front end. These high-performing salespeople call on the same size and shape accounts as you. There’s no reason why they can’t meet what I consider to be a very reasonable expectation.

Remain Consistent

If you can follow this framework, you’ll have a dozen channel partners over the following year. Every time they talk to somebody, they also represent you if you have the proper accountability and expectations set up on the front end. Do this, and not only will you make a ton of money, but you’re going to kill it in commercial insurance.

Faith, Empathy, and Opportunity: How Lloyd Brown is Redefining Diversity and Purpose in the Commercial Insurance Industry

November 13, 2025 No Comments

In every season of The Protege, one thing becomes crystal clear—success in the commercial insurance industry isn’t about where you start, it’s about who you become.
In this episode of the Power Producers Podcast, I sat down with Lloyd Brown, a middle market producer from Orlando, Florida, whose story is equal parts faith, resilience, and purpose.

Why Being Liked Is Killing Your Sales: Mastering the Psychology of Closing

November 13, 2025 No Comments

Salespeople are often taught to be charismatic, friendly, and well-liked. But as David Carothers and high-ticket sales expert Austin Medlin explore in their recent conversation, that mindset could be the very thing sabotaging your close rate. Austin, the founder of CloseSales.com, brings a fresh perspective from outside the insurance industry that perfectly aligns with what commercial producers face daily: buyers who need leadership, not another friend.

Service Over Sales: How Hospitality Principles Create Better Insurance Producers

November 12, 2025 No Comments

That idea sits at the heart of a powerful conversation I had with Joe Hollier, better known as Mr. Hotel, on the Power Producers Podcast. Joe’s story is one that every producer can learn from. He started his career in hospitality, spent two decades working in restaurants and hotels, and eventually found his way into insurance. What he brought with him from hospitality turned out to be his biggest competitive advantage — the ability to understand people.

From Fax Blasts to Trusted Advisors: Timeless Sales Strategies That Still Win Today

November 10, 2025 No Comments

In the fast-paced world of commercial insurance, new trends and technologies seem to emerge daily. But some strategies stand the test of time—particularly when they’re rooted in deep client empathy, practical experience, and a commitment to legacy. In this post, we reflect on insights shared by Kevin Ring from the Institute of WorkComp Professionals during a recent Power Producers Podcast. Kevin joined David Carothers to honor the contributions of industry legend Preston Diamond and explore how his wisdom still applies in today’s sales landscape.

Authenticity, Hustle, and Humor: Redefining Success for the Modern Insurance Producer

October 30, 2025 No Comments

The insurance industry isn’t known for flash or flair. Most people picture gray suits, paperwork, and words like “renewal,” “loss runs,” or “premium audit.” But a new generation of producers is proving that this business doesn’t have to be boring. They’re showing that authenticity, energy, and creativity can make insurance not only engaging but a platform for meaningful connection and career fulfillment.

Producers vs Processors: How Young Talent, Fee-Based Models, and Transparency Are Disrupting Commercial Insurance

October 30, 2025 No Comments

The world of commercial insurance is evolving rapidly. It’s no longer just about quoting policies and hoping for renewals. Today, producers have the opportunity to lead with value, bring strategy to the sales process, and create long-lasting client relationships that transcend policy pricing.