The Study

The Trailblazed Sales Project Study, conducted by the Alan Katz Group and Miller Marketing Insights, interviewed 200 health insurance agents in six states. The respondents were screened to assure that a majority of their business was in the individual, small group and senior medical insurance market segments.

The Study focused on producers focused on these products because, by law and regulation, health insurance plans cannot be modified and no discounts are allowed. Every sales person in a market sells the same health plans at the same price. Consequently differences in sales result are based on what these producers do, not on what gimmicks they deploy. This enabled the Project to clearly identify the practices, perspectives and procedures shared by high-growth producers which their less successful competitors do not. The paths these sales champions take to reach sales success can be followed by any sales professional, regardless of the products they sell.

Study Methodology

Overview:

  • Study Leadership: Alan Katz of the Alan Katz Group and Steven Miller, Phd. of Miller Marketing Insights
  • Conducted and Tabulated: Fall 2007 by California Survey Research Services
  • Interviews: 200 completed interviews of agents with a minimum of one year selling health insurance and for whom individual, small group and/or senior business represented at least 50 percent of their total book of business

Respondent Profile:

  • Average years in business: 14.3 years
    • 5 years or less: 24%
    • 6-10 years: 17%
    • 11-19 years: 27%
    • 20+ years: 33%
  • Primary health insurance product focus:
    • Small Group: 55%
    • Individual: 39%
    • Senior: 7%
  • Location of Agency:
    • California: 55%
    • Texas: 18%
    • Florida: 16%
    • Pennsylvania: 11%
    • Illinois: 4%
    • Colorado: 3%
  • Size of Agency:
    • Sole agent in agency: 57%
    • Two agents in agency: 16%
    • Three agents in agency: 12%
    • Four or More agents in agency: 16%
  • Growth of Individual, Small Group and/or Senior Business in Past Year:
    • Agents experiencing High Growth (20% or more): 28%
    • Agents experiencing Low Growth (less than 20%): 47%
    • Agents experiencing No Growth or Decline: 24%