The Sales Process | Shoptalk Series, Episode #45

In a constantly evolving insurance landscape, commercial producers are being forced to adapt—quickly. Between InsurTech advancements, shifting market conditions, and increasing client expectations, producers must learn how to balance innovation with deep relationship-building and technical risk expertise. On a recent episode of the Power Producers Podcast, industry veteran David Carothers sat down with Brett Fulmer, principal at Newport Beach Insurance Center, to talk about navigating these dynamics with authenticity and strategy. What followed was a roadmap for producers who want to succeed in today’s middle market.

In the commercial insurance industry, success can come fast—especially for driven producers who are focused on the middle market. The money starts coming in, the book grows, and you find yourself standing in rooms where you once only dreamed of being. But with that success comes a subtle trap—one that’s caught more than a few top producers off guard: arrogance.

It’s not always loud or obvious. Sometimes, it’s the silent erosion of empathy. Other times, it’s the misplaced belief that your way is the only way. In this post, I want to explore how insurance producers can stay grounded even as their careers take off, how they can build respect by honoring where they came from, and how to avoid becoming the very kind of producer people whisper about after conferences for all the wrong reasons.

In the world of commercial insurance, no phrase inspires more dread—or confusion—than “workers’ comp audit.” Often, the root cause of these audits isn’t fraud or underreporting, but something far more preventable: incorrect workers’ compensation class codes.

If you’re in commercial insurance sales or B2B marketing, chances are you’ve dabbled in email outreach. And if you’re like most, you’ve probably concluded that email doesn’t work anymore. But what if the problem isn’t the channel—it’s the way you’re using it?

In a hard market defined by razor-thin margins, rising premiums, and fierce competition, commercial insurance producers are constantly looking for ways to stand out. One of the most overlooked—and yet most powerful—strategies is to lead with workers’ compensation insurance.

Middle market producers are constantly seeking new ways to break through crowded spaces, win high-value accounts, and deliver lasting value to their clients. Yet, many