Why Total Cost of Risk Is the Missing Link in Marketing and Prospecting – Part 1, Shoptalk Episode #210

In this episode of Power Producers Shoptalk, David Carothers went deeper on how producers should introduce total cost of risk and experience mod conversations at the point of sale. He explained why many producers freeze when it is time to bring up total cost of risk, and why others lose the room by leading with technical safety language too early. David shared how his early success came from having strong risk services deliverables behind the sales process, and he emphasized that agencies need those deliverables if they want to sell this approach with confidence. He also broke down a practical prospecting sequence that starts with a short appointment setting call, moves into a fast discovery meeting over Zoom, and then transitions into a value focused on person meeting where the producer earns the right to present work product and ask for engagement.

Key points:

Why Producers Freeze When Total Cost of Risk Comes Up

David says the most common failure point is hesitation. Many producers go into meetings with good intentions but revert to familiar quoting talk once the conversation starts. He argues that total cost of risk should be introduced early, especially when prospects naturally mention premium pain, because it is the cleanest transition into what is driving cost.

Do Not Lead with Technical Safety Talk

The second big mistake is bringing too much heat too soon. David explains that producers overwhelm prospects with jargon like light duty, return to work, and program terms that the prospect does not understand. When you sound overly technical at the appointment setting stage, you also sound expensive, and prospects assume you will add cost instead of solving it.

You Need Deliverables Before You Sell the Strategy

David ties confidence to capability. He shares that his early success was supported by a built-in risk services team that could deliver on what he promised. He warns that many agencies fail to go all in on total cost of risk because they have not built the worksheets, processes, and service deliverables needed to support the conversation after the sale.

Appointment Setting is Not Education

David stresses that the goal of the first call is to book the meeting, not to teach the prospect the full framework. Most decision makers will meet with someone every year anyway, because they believe shopping is normal. Producers lose because they try to sell the entire approach in a short call instead of earning the right to have a deeper conversation.

A Simple Multi Step Meeting Sequence Wins

He outlines a sequence that starts with a short Zoom fact finding call, followed by a longer in person meeting where value and service cadence are explained. After that, the producer does the work product, then returns to present findings and ask the prospect to hire them. This structure reduces friction, keeps the prospect engaged, and shifts the process from quoting to advisory.

Found Money Can Fund the Relationship Before Renewal

David shares a compensation strategy that helps producers avoid doing months of work with no guarantee of getting paid. If a producer can identify mod errors, claims reporting issues, or refund opportunities, the agency can propose a shared savings approach where recovered money is split. This can compensate the agency before the policy is placed and creates a stronger commitment from the prospect.

Connect with:

• David Carothers LinkedIn
• Kyle Houck LinkedIn

Visit Websites:

• Power Producer Base Camp
• Killing Commercial
• Crushing Content
• Power Producers Podcast
• Policytee
• The Dirty 130
• The Extra 2 Minutes