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People lose sales for a lot of reasons. Photo: Getty Images

Over the past decade or so, I’ve had the opportunity to execute many major campaigns in demand generation, data building, and appointment setting with level one and two decision makers. During that time, we’ve worked with over 40 clients across a wide variety of industries. Whenever we are lucky enough to work with people in the insurance industry, I am inevitably astounded by the breadth and depth of knowledge the benefits professionals possess about the details of the insurance packages they are selling.  

And yet, despite this expertise, we are usually called in because, for one reason or another, the pipeline is not robust enough and sales opportunities are failing to materialize. This makes the issue one of two things: people or process. This attrition clearly isn’t due to a lack of knowledge about the product. So, why, we asked ourselves, aren’t these sales being closed?

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