Mike Vietri is Chief Distribution Officer for AmeriLife, a national leader in distributing and marketing insurance and financial solutions.
The insurance and financial services industry demands an agile, dynamic leader who can serve the changing demands of the market, ensuring clients don’t outgrow their advisors and advisors don’t outgrow the platform that serves them. At every level, leaders of developing brands should strive to actively listen, foster meaningful relationships and provide comprehensive solutions that show they have the power to meet the needs of agents and clients alike at any point in their lifetime.
Creating and sustaining a successful business is no easy feat; creating and sustaining a powerful brand can be even tougher. It requires the diligence of a great leader who tirelessly works to ensure the brand is a reflection of their values and the values of their customers. Here are four powerful strategies leaders can use as a guide to build a high-caliber brand.
1. Employ a growth mindset.
One of the key elements of successful brand-building is the adoption of a growth mindset. A growth mindset is an approach to life and work that embraces challenge, views effort and failure as opportunities for growth and seeks to learn from mistakes and strive for continual improvement.
I’ve noticed it’s an approach that is often championed by great leaders, as it encourages innovation and risk-taking while also helping to develop resilience and perseverance in their teams.
Successful leaders focus on creating a culture of learning where employees are free to experiment and take risks. They also provide support and resources to help their teams develop in their roles, and they embrace failure as a natural part of the learning process. By encouraging their employees to take on challenges and think outside the box, great leaders are able to foster an environment of creativity and innovation that can lead to the development of top-quality brands.
But no single person has all the answers. In my experience, the best ideas and greatest achievements come from bringing together people from different backgrounds and experiences. Great leaders encourage their teams to work together and share ideas, and they provide a platform for open dialogue. By creating an environment that values diversity and encourages communication, leadership is able to foster a culture of transparency and collaboration that can be a springboard for growth.
Reflecting on performance is important, but focusing conversations around growth, vision and the future is how you raise the bar. As a leader, my team looks to me to clearly communicate a vision and focus on the future. We strive to learn something new every day. Even our top producers are encouraged to always challenge the status quo and innovate to find and share new best practices.
2. Set teams up for success.
Leaders of thriving brands understand the importance of creating an environment that allows their teams to flourish and reach their goals. Great leaders have the ability to see the big picture and set their teams up to win.
Smart agents seek out fresh opportunities when their existing platform no longer meets their needs or keeps up with their growth. By expanding a brand’s capabilities and encouraging a holistic sales approach, leaders can ensure their agents stay ahead of their clients’ needs and foster longer more profitable relationships.
When I talk about the “holistic approach” to sales, what I mean is having the capacity—whether it’s with advanced certifications, additional training or just natural ability—to reach beyond a single product or service and meet multiple needs of the client.
Imagine, for example, someone who traditionally sells health insurance encounters a client who wants to purchase an annuity. Through a holistic approach, that agent has taken the prior initiative to know exactly how to provide that service and continue to nurture that relationship—whether that’s by offering the service themselves or having a partnership to seamlessly support that need through a referral relationship with a licensed advisor.
A great leader knows how to diversify product offerings, placing a premium on training, professional development and resources necessary to support these evolving needs.
3. Anticipate and stay agile.
Supporting the life cycle of both agents and clients involves planning ahead and remaining engaged. In today’s ever-changing business world, leaders must be nimble and stay ahead of the curve in order to be competitive. Great leaders are those who can anticipate changes in the marketplace and have the agility to respond quickly and effectively.
In my experience, the key to staying agile is preparation and a diverse set of solutions that can pivot with the demands of the market. Make sure you have a clear vision and strategy in place that can be quickly adapted and implemented when new trends emerge. Being able to recognize and anticipate changes in the market before they become mainstream is a valuable skill that can give you a competitive edge. Knowing when to jump on an emerging trend and when to stay the course and hold true to your core strengths is a crucial part of staying agile.
Having a sense of purpose and direction allows you to make quick decisions and stay focused while responding to new opportunities. When trends arise that don’t align with your values, great leaders have the discipline to continue their good work and not be swayed by the latest fad.
4. Always accept new ideas.
I recommend that leaders always be looking for the next step in their brand’s development. Have open conversations with your teams about your goals and how to achieve them. The power of knowledge fuels new opportunities, and knowing what challenges your partners can help you overcome can be a huge asset.
Pay attention to the minor details, and ensure your high standards are never allowed to slip. Remember: A brand is greater than a single product or offering. It’s the sum of its services, driven by the care and empathy of its people—beginning at the top. With a client-centric, holistic approach, an organization can come together to drive new, innovative solutions for the next generation.
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