Recognizing areas that can be improved

By Roger Sitkins

If you’ve been following me at all, you probably know that I believe everything is about results. And in my organization, our overriding theme is SITKINS = RESULTS. We firmly believe that everything you do should be aimed at achieving ever-increasing results.

In my never-ending quest for knowledge and improvement, I constantly look at high-performance superstars in several different fields, including business, sports and entertainment. In doing so, I always scrutinize the strategies and behaviors that make individuals and teams great.

As I was studying and reading recently, I began to examine how and when I have achieved my best results. In 99% of the cases, it was when I’d been working on my game with someone whose expertise could provide me with an unfair advantage.

In his book The E Myth, Michael Gerber talks about “on” time vs. “in” time, which I’ve also discussed in this column. As you may recall, “on” time is when you’re away from everything and truly working on the business, and “in” time is when you’re dealing with hysterical activity on the way to the grave. Over the years, I’ve found that most breakthroughs, transformations and epiphanies start away from the office.

How about you? When was the last time you really sat back and pondered the future, creating the agency that you dream about? Where were you at the time? My guess is that you were not at your office working “in” your business.

Some of my hobbies are golfing and fishing. I really enjoy them both, but I enjoy them even more when I’m achieving great RESULTS (i.e., shooting a lower score and catching more fish).

Last year, I was fortunate to golf at The Inn at Spanish Bay at Pebble Beach. Although I’d been there before (some of you may remember my Epiphany at Pebble Beach, which dramatically and permanently changed Sitkins Group), this was the first time I’d played the course. In fact, I actually broke 90, having shot a 42 on the front nine. For me, that’s pretty good! So how did I do so well on such a tough course?

First and foremost, I had a great caddy. His name was Mitch, and he knew every square inch of the course. He quickly figured out my game and helped me read the putts because he knew the greens. So I played really well because I wasn’t guessing. Mitch matched my game to the course. All I had to do was perform.

Similarly, when I go fishing, I find that fishing with a local guide makes a huge difference. I’ve had the good fortune to fish in some really great locations; and no matter where I go, the best local guides never fail to get superior results. They know where and when the fish will be biting because they know how to gauge the tides, weather conditions, water depth and other variables. Typically, their expertise makes for a memorable day on the water.

Once, during a fishing trip in the Bahamas, my son Patrick and I were hoping to catch an elusive and highly prized bonefish—two if we were really lucky. Thanks to our expert guide, we caught 20 between the two of us! The guide knew that as the tide went out, the finicky fish would come streaming out of the marshes, which they did on cue. It was a great day!

Your inner critic vs. reality

It’s not always true that we’re our own worst critics. In many cases, I’ve seen people credit themselves for a job well done when in reality their performance left much to be desired. You can’t be your best without acknowledging and overcoming your weaknesses. That’s not always possible without an impartial critique.

When I started consulting, I would accompany my mentor, Gary Holgate, to watch him speak at seminars, and he would do the same for me. When Gary was with me, I performed at a much higher level than without him. Knowing he’d be watching meant I had to be more prepared than usual; I had to be on my game.

In subsequent years, Gary and I hired someone to critique my presentations. During one of my three-city tours, the critic sat in the back of the room and analyzed everything I said and did, virtually minute by minute. Afterwards, he debriefed me and told me how I could improve my performance.

Even though I’ve been on stage at least 500 times in my career, I still strive to improve. That’s why I continue to practice, practice, practice, as well as critique my presentations.

Recently, I had our company videographer record my presentation to the Florida Association of Insurance Agents. Since it’s been quite some time since I’ve watched myself do a full presentation outside one of our Sitkins Extreme Networking events, I wanted to be proud of my performance! I thought it went very well. However, after reviewing the 45-minute presentation two different times, I’ve noticed a number of things I need to work on. I’m determined to know when I’m at my best!

Bringing out your best

When are the producers in your agency at their best? We have found that the following activities and behaviors enable producers to perform at their highest level.

• Team selling. We’re seeing that agencies that have gone to a Team Selling approach report much greater success than those whose producers sell individually.
• Role playing. Although the producers in our Mastery Programs are the best of the best, we’re seeing that those who role-play are superior. The same is true of those at our Producer Training Camp.
• Low-risk practice within the agency. Practicing your question-asking skills, presentation skills, and more inside the agency in front of your peers pays huge dividends.
• Joint calling. Unlike team selling, only the sales manager accompanies the producer on a joint sales call.

Are you too busy to get better? I know this seems like a lot of work, but one of the points we discuss in our Producer Training Camp is how little time it actually takes to improve. All we ask for is 1/168th of your time — that’s just one hour per week! If you’re willing to invest just 60 minutes each week to work on being your best, you’ll be amazed at the results.

The bottom line

I realize that everyone wants different results. What do you want? Improved profits? Agency growth? More leisure time? Financial freedom? Ultimately, all that really matters is that you get results, so why not go ahead and get a great caddy or a fishing guide to show you the way!

First, you must have the three Cs in place: Commitment, Capacity and Capability. In Pebble Beach, I had the commitment and capacity to play the course, but without the capabilities and guidance of my caddy, Mitch, I never would have had such a good round of golf.

When we work with agencies that have the commitment (i.e., they are truly dedicated to getting results) and the capacity (the resources and people to achieve them), we help them develop the capabilities they need to create the results they desire. Creating your dream agency is not a matter of chance; it’s a matter of choice. As always, it’s your choice.

The author

Roger Sitkins is founder and chairman of Sitkins International, a private client group and membership program for some of the top independent insurance agencies and brokerages in the United States, Canada, and Latin America. Members participate in training, advising and networking opportunities focused around innovation, sales, growth, profitability and value. Sitkins International is inventing the future of the independent insurance system by providing intellectual property that empowers agents and brokers to become the innovators.

© The Rough Notes Company. Reprinted with permission.