The Only Thing That Matters in Recruiting
Only one thing matters in recruiting…
Can you get agents to believe they’ll be better off with your company?
If you can, you’ll recruit.
If you can’t, you’ll struggle.
And there’s a reason the I emphasized the word “believe”.
When someone believes something, they feel it in their gut.
Belief goes beyond logic and reason. Belief is emotional.
And people make decisions based on emotion.
Tell me if this sounds familiar.
You meet with an agent and make a rock-solid business case for how you can help her make more money.
Maybe you can do that by offering her a better commission split.
Maybe you can do that by giving her high-quality leads or enrolling her in a proven training program.
Regardless, you have undeniable proof she will make more money with your company.
Yet, she doesn’t join.
Why would she turn down the opportunity to make more money?
Because you didn’t get her at an emotional level. She didn’t believe she’d be better off making a switch.
Instead, she chose to stay put because she…
Is friends with her broker and is afraid of what he would say if she told him she was leaving.
Is worried her clients won’t follow her if she makes a switch.
Isn’t confident she can maintain the same level of production next year as she did this year.
Your logical, well-reasoned business case for her joining had no chance against these deep, emotional justifications for staying.
Now, don’t get me wrong, recruiting on numbers alone can work.
Some agents will join based purely on a financial analysis.
But most won’t.
That’s why you’ll see far greater success in recruiting if you focus your appointments on the emotional things agents really want. Things like…
Retiring in comfort
Spending more time with family and friends
Getting the best possible education for the kids
Taking care of aging parents
Working around people they like and respect
When you uncover those types of emotional needs and then show how you and your company can help fulfill them, you’ll get agents to believe they’d be better off at your company.
And when agents believe, they join.