Insurance Broker and Consultant Supporting Business Owners
Oct 15, 2026 · 8 min · 5 segments
Back in 2010, 2011, when I finally figured this out for myself, for my own business, back in 2012, 2013, when I finally was on the road to figuring this out for my own business, I learned something that what I was doing, I was focusing on the task of what I did.
And I would say that if you are a white collar, small business owner or a blue collar, small business owner selling products or services at a thousand dollars and higher, you are probably doing the same things that I did.
See, when you focus on the task and I'll get to the effort part in a few minutes, but the task part is where most people spend their time.
The task part in a sense, is explaining to a potential customer how well you know your industry.
It's spent on talking about how great an attorney you are, where you went to law school, what your specialty is, and why you are the best person for this particular legal interest.
Things such as you went to a great dental school, maybe a dental school like Seattle University for dental school or Temple University for dental school.
And, you know, things if you went if you're a real estate agent, maybe you work for the top brokerage and your brokerage for real estate did one hundred million dollars last quarter and.
just really kind of trying to convince or persuade the potential customer that you can do the job based on the job that you did in the past and just to let you know uh there's a website called 16personalities.com and i encourage business owners and sales people to take that self-assessment but The 16personalities.com will tell you that there are 16 personalities and only one of those 16 personalities is really a great incentive for someone to buy when the salesperson business owner is going the task route.
7% of potential customers buy based on just knowing how great you are, how great you are in your industry, your accolades, your degrees, your certificates.
So the business owner will talk about his or her accolades, certificates, degrees, you know, how they work for one of the big four CPA firms.
And the potential customers sitting there, they're going, they're like, yeah.
They may even express outwardly that, man, that's great that you're the best person based on your certificates.
But what they're not saying is, is how come you're not trying to build a relationship with me? Yeah, you might have the best certificates.
That's great for you, but the potential client is not all that excited about it.
The effort is what are you doing to build that relationship with that potential customer? And see, the effort side goes back to the two main activities of selling, contacting and prospecting.
See effort is what did you do to move that potential person that contact who did not meet ever until that one instance? How did you move that person from the contacting phase to the prospecting stage to the appointment setting stage? See effort is where you actually begin the selling process.
The task part is what you do when the potential person says, yes, I want to be a client based on the effort that they experienced, the sales experience that they felt when you contacted them, when you prospected them, when you set the appointment and now you're in this closing phase and that's when you're trying to convince, persuade, which is not great sales words.
Back in 2010, 2011, when I finally figured this out for myself, for my own business, back in 2012, 2013, when I finally was on the road to figuring this out for my own business, I learned something that what I was doing, I was focusing on the task of what I did.
And I would say that if you are a white collar, small business owner or a blue collar, small business owner selling products or services at a thousand dollars and higher, you are probably doing the same things that I did.
See, when you focus on the task and I'll get to the effort part in a few minutes, but the task part is where most people spend their time.
The task part in a sense, is explaining to a potential customer how well you know your industry.
It's spent on talking about how great an attorney you are, where you went to law school, what your specialty is, and why you are the best person for this particular legal interest.
Things such as you went to a great dental school, maybe a dental school like Seattle University for dental school or Temple University for dental school.
And, you know, things if you went if you're a real estate agent, maybe you work for the top brokerage and your brokerage for real estate did one hundred million dollars last quarter and.
just really kind of trying to convince or persuade the potential customer that you can do the job based on the job that you did in the past and just to let you know uh there's a website called 16personalities.com and i encourage business owners and sales people to take that self-assessment but The 16personalities.com will tell you that there are 16 personalities and only one of those 16 personalities is really a great incentive for someone to buy when the salesperson business owner is going the task route.
7% of potential customers buy based on just knowing how great you are, how great you are in your industry, your accolades, your degrees, your certificates.
So the business owner will talk about his or her accolades, certificates, degrees, you know, how they work for one of the big four CPA firms.
And the potential customers sitting there, they're going, they're like, yeah.
They may even express outwardly that, man, that's great that you're the best person based on your certificates.
But what they're not saying is, is how come you're not trying to build a relationship with me? Yeah, you might have the best certificates.
That's great for you, but the potential client is not all that excited about it.
The effort is what are you doing to build that relationship with that potential customer? And see, the effort side goes back to the two main activities of selling, contacting and prospecting.
See effort is what did you do to move that potential person that contact who did not meet ever until that one instance? How did you move that person from the contacting phase to the prospecting stage to the appointment setting stage? See effort is where you actually begin the selling process.
The task part is what you do when the potential person says, yes, I want to be a client based on the effort that they experienced, the sales experience that they felt when you contacted them, when you prospected them, when you set the appointment and now you're in this closing phase and that's when you're trying to convince, persuade, which is not great sales words.
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