Fueling Sales Success: The Power of Passion in Productizing Your Process

As the founder of Complete Game Consulting, I’ve discovered the secret to mastering the art of closing sales—unleashing boundless passion for what I sell. It’s a game-changer, especially when the product is your brainchild, your baby. The fervor and confidence behind your sales pitch can transform you into a formidable salesperson effortlessly.

However, it is evident that not all insurance producers share this passion for what they sell. This realization hits home every week as I coach advisors or engage with producers in the industry. Some lack belief in their offerings or fail to muster enthusiasm. Many are burdened by doubt, stemming from the overwhelming nature of their responsibilities.

It’s a common misconception that product knowledge and the quality of the product alone drive sales. In truth, the energy and passion invested in the sales process are equally, if not more, critical. A lack of conviction becomes a significant obstacle to success.

My key advice for fellow sales professionals is to unearth the passion within yourself for what you sell. This doesn’t necessarily mean launching your own company and creating a brand-new product. Instead, consider how to transform your current role into a passion project.

Whether you’re selling health insurance, ancillary products, or commercial insurance, the first step is to evaluate your sales approach. Break down the steps you take to convert a frustrated prospect into a happy client. Develop a systematic, repeatable, and scalable process, and then give it a name. By naming your process, you essentially turn it into a product—one that you can proudly stand behind.

I understand the skepticism: “How do I productize insurance sales?” The answer lies in the way you engage with your prospects. Craft a step-by-step process that reflects your unique approach, and give it an identity. Once your process has a name, it becomes a product, and trust me, you’ll naturally find passion in selling it.

My counsel for the upcoming year is to step out of the routine of merely selling insurance products. Instead, create a defined process, give it a name, and channel your passion into selling that process. This shift will not only distinguish you from the competition but also enhance your effectiveness as a closer. I’ve experienced this transformation firsthand, and I’m confident it can revolutionize your sales journey too. Get ready to elevate your sales game by turning your process into your passion.


Business is no longer about who you know. Business is about who knows you. In a noisy industry like we’re in gang, you got to get people to know who you are.

Time to take action.

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