Making Music in the Middle Market with Josh Gurley, Episode #9

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.

In a rapidly changing business landscape, the difference between thriving and merely surviving often boils down to one core attribute: curiosity. But curiosity alone isn’t enough. When paired with operational audits, strong leadership, and a growth mindset, it becomes a powerful tool for transformation—especially in the middle market. In this post, we explore how curious leadership and deep operational insights can revolutionize how insurance producers approach sales, consult with clients, and build long-term partnerships rooted in value.

In this article, we’ll walk you through how to use Workers’ Comp as your entry point, how to dissect the experience mod, how to turn loss runs into strategy, and how to capitalize on the year-end season to build stronger client relationships and fill your pipeline with warm referrals.

The insurance industry is at a pivotal moment. As artificial intelligence (AI), robotic process automation (RPA), and API-driven tools continue to accelerate, the conversation has shifted from “should we adopt tech?” to “how can we implement the right tech without breaking our operations?”

Let’s set the record straight: most commercial insurance producers don’t fail because they can’t sell. They fail because they don’t plan. They lack process. They don’t follow up consistently—or when they do, it’s weak and generic.

In today’s competitive environment, trust is not built through hard closes. It’s built through consistency. Being present when the incumbent fails. Being available when the buyer is finally ready. Being prepared with insight when everyone else is just pushing a quote.