In talking with agents about leads the questions I am asked are all over the board. Questions such as “What are the returns I can expect,” “What is the closing ratio,” “What’s the cost,” and, believe or not, “How good are they?”

Any IMO, recruiter, upline manager who spits out an answer to these questions leaving you with the impression that their leads are the best around is lying to you. Let me explain taking on these questions one by one.

As an independent life insurance agent, every time you sell a policy to one of your prospects you’re adding to your book of business. Over the years, you’ll add hundreds of clients to that list in your book. What you do with that list will determine your financial future as a life producer.

As an independent life producer starting in the final expense, or mortgage protection market, if you’re working hard, you’re adding on average of 200 clients a year. These two markets present themselves as one visit closes. The adage of “one-and-done” couldn’t be more wrong.

The most important part of Insurance selling is having leads. Regardless of how those are generated, having people to see each and every week is the difference between succeeding or not. The goal of every lead is getting an appointment…period.

The chief mistake I see agents make in appointment setting is over qualifying the lead.

Regardless of the life insurance market you choose to work activity is the key to success. Meaning having people to talk too is what we all need, and the more the better. Understanding how lead campaigns work will maximize your income and reduce your expenses.

Those people that are generated from leads be they referrals, purchased, or both. They are generated through lead campaigns which include seminars, directmail, telemarketed, internet, pre-approach letters, and your skills at gaining referrals.