This episode of Power Producers Podcast featured Rocio Luna, a workers’ compensation expert with a claims background, who discussed her journey from claims management to becoming a producer. Rocio shared insights into how her psychology studies and claims experience equipped her with the empathy and problem-solving skills necessary for success in sales.
Rocio described how her claims background gave her a unique perspective and the tools to address clients’ concerns effectively, particularly in high-risk industries like construction and staffing.
Rocio shared the hurdles she faced as a young female producer entering a male-dominated industry, including imposter syndrome and the difficulty of establishing a personal brand.
She emphasized the importance of understanding loss runs, controlling experience modifications, and helping clients make data-driven decisions over emotional ones to reduce total cost of risk.
Rocio discussed how leveraging social media, particularly LinkedIn, transformed her approach to client engagement and established her as a thought leader.
Rocio stressed the importance of focusing on clients’ needs, being persistent, and starting each day fresh, regardless of previous setbacks.
In the ever-evolving world of commercial insurance, marketing has become a critical lever for growth. Yet most agencies still struggle to understand what’s actually working. From websites that generate leads with no attribution to CRM systems that silo vital data, insurance agencies are often flying blind.
If you’re a commercial insurance producer trying to grow in the middle market, you’re probably aware that the old-school prospecting methods—cold calling hundreds of businesses, dropping off trinkets, hoping someone is “coming up on renewal”—are no longer enough. In today’s competitive environment, success isn’t about how many people you reach. It’s about reaching the right people at the right time with the right message.
Too many agents stop learning once they’ve earned their license. The bare minimum—meeting continuing education requirements—is not enough in today’s climate. Producers often resort to online forums, asking where they can complete CE hours “as quickly as possible.” This mindset directly impacts their ability to communicate complex subjects like reinsurance or risk modeling to clients in an understandable way. As a result, they struggle to retain accounts and close new business in an increasingly competitive market.
The problem? Too many producers are pitching too soon, to the wrong people, with nothing more than a quote to offer. This article walks through how to close more business by positioning yourself as a trusted advisor, selling Total Cost of Risk (TCOR) outcomes, and using a structured approach to differentiate at every stage of the sales process.
In the modern commercial insurance landscape, trust is no longer built solely through in-person meetings, networking events, or polished brochures. It’s earned digitally—often before a prospect ever takes your call. As sales dynamics shift and competition tightens, the producers who will thrive are those who understand one thing: educational content is the new handshake.
Most commercial insurance producers think of referral networks as an afterthought—something that might generate a lead or two if they attend enough events, shake enough hands, or stay active in their BNI chapter. But the producers who consistently dominate the middle market think differently. They treat referral networks like revenue engines, built with the same discipline as a sales pipeline, and they use those relationships not only to generate appointments but to recruit the next generation of elite producers.
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