In insurance sales, moving from good to great can seem daunting. It's especially true in the homeowners insurance market as market upheaval has led to rising rates, which is making some policies less affordable for many customers.

Auto insurance is also a troubled market. In fact, 45% of consumers between 18 and 34 years old have considered forgoing auto insurance because of rising costs, according to the “2023 Policygenius Car Insurance Affordability Survey."

However, obstacles like these should not be an excuse to accept “middling" or languishing sales. On the contrary, the hard market indicates a need to get out of your comfort zone and find a new path forward.

Here are five tips to drive your sales destiny and propel sales forward:

1) Own your mindset. All the upskilling and motivation in the world won't empower you to reach new heights if a negative self-image and overcritical self-talk drag you down. Experienced sales trainers will tell you that damaging self-talk is pervasive. Statements like "I'm not capable of getting to the top," "Great salespeople are born, not made," and “I have been assigned 'bad' accounts" are not only familiar, but they are also self-fulfilling.

The secret to overcoming this innate negativity is intentionally rising above it, no matter what.

Dr. Henry Cloud, a leadership expert, clinical psychologist, and best-selling author, shares that there are only two differences between the good and the great. No. 1 is that the great believe they are great. No. 2, the great prioritize fulfilling their beliefs—envisioning where they want to be and then "working smart" to get there.

That purposeful way of thinking and talking to yourself should begin every morning. Remind yourself each day that you're a top salesperson in the making. Change your mindset, and you will change your outcome.

2) Become known. Strengthening sales often requires introducing a new market or refocusing a very diffused market into a more defined one. If the universe is too big and heterogeneous, it's hard to rise above the noise and allow anyone to know you. And if no one knows you, no one will buy from you.

Planning is the key to becoming known and recognized. Carefully identify who your key targets are. Develop detailed profiles of these critical "personas." Personalize every communication with your targets and reach out with the right level of persistence. These steps will help you become known and complement another important step—making trusted friends.

3) Be likeable. The same principles that have helped you build strong, personal friendships are fundamental to forging warm business relationships with new prospects. Often, this starts with what you have in common—from your schooling to your hobbies.

Try to find these commonalities in advance of scheduled meetings. Prospects will feel your sincere interest and may warm up to you faster.

Think of the acronym FORD: family, occupation, recreation and dreams. The more you can describe your prospects according to those four categories—without intruding on their privacy—the more likable you will become. It will show that you really want to get to know each prospect, drawing them closer to you, in turn. A potential side benefit of this: You could build even more personal friendships as you increase your sales.

The process of making personal friends is casual and spontaneous. Achieving likeability in a business development relationship, though equally sincere, is more deliberate. Another acronym, OAPCC, provides an incredible roadmap for success:

• Open. Set the stage with a strategic opening. Share the agenda of your call or appointment immediately with the prospect.
• Ask. Ensure you ask enough pertinent questions to show your sincere interest in them. The salespeople who start sharing their products and skip this step often need more training.
• Present. Ensure your presentation aligns precisely with your prospects' individual styles, interests and overall needs. Remember, you are not selling a product. You are providing a solution to their needs.
• Confirm. Check in with your prospect for their thoughts on your solution. Don't skip this step. It gives you insight immediately as to the effectiveness of your presentation.
• Close. Secure that policy sale! It should be easy if you have followed the process. 

4) Build trust through follow-up. Whether you've completed the OAPCC process and closed—or you're on the path to closing—depends largely on the trust you're building.

One of the primary ways to build that trust is through “follow up plus one." That means exceeding expectations every time. If you promise more information by 3 p.m., deliver it by 2 p.m. That's further demonstration that you always keep your word.

5) Overdeliver and spread the love. Overdelivering on every promise is just part of the equation. To magnify the impact of every new sale, galvanize your colleagues. Ensure that every team member is as committed to caring for your clients as you are. Your renewals, referrals and total sales will grow exponentially when you offer that added value.

Climbing from good to great starts with an unshakable belief in yourself and a non-negotiable commitment to elevating your results. Set and reach small goals and keep stretching higher. Your appetite for excellence will reward you with more money, pride in your achievements, and the excitement of helping your clients and company.

Casey Cunningham is CEO and founder of XINNIX, a premier leadership and sales performance company. For more information, call 678-325-3500, email XINNIX staff, or schedule a meeting.