In this episode of The Max Revenue Show, Trey and Micah break down the real reason most Producers struggle with cold calling—and what to do instead.

They share the 3 key pillars that drive real results on the phone:

1. Mindset – Why fear never goes away (and how to work with it anyway)

2. Tonality – How to match your prospect’s energy to keep the call alive

3. Scripting – Why what you say matters less than how you say it—and how to create curiosity without sounding like a robot

Along the way, they trade stories from the field, unpack common cold call mistakes, and explain how to build consistency without burning out.

Whether you’re brand new to cold calling or looking to sharpen your approach, this episode will reframe how you think about the dial.

Resources Mentioned:

• Insurance Xdate – Title Sponsor: More leads. Better data. Smarter prospecting.

• The Max Revenue Newsletter: Weekly insights for commercial producers (drops every Monday)

• Producer Playbook: Micah’s step-by-step guide to building a book of business from scratch

Timestamps:
00:00 – Welcome + sponsor shoutout
02:05 – Why cold calling still works
04:50 – Micah’s story: from shy kid to cold calling machine
08:35 – Pillar #1: Mindset and the power of sorting vs. selling
15:00 – Overcoming fear and building call consistency
21:12 – Pillar #2: Tonality and mirroring your prospect
30:40 – Chipper vs. calm: finding the right delivery
34:15 – Pillar #3: Scripts, objections, and extending the conversation
41:00 – Why how you set the meeting matters
46:05 – Final thoughts + why Micah’s method works

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#ColdCalling #CommercialInsurance #SalesTraining #MaxRevenueShow

In this episode, Trey and Micah ask the question every producer eventually wrestles with:

Does size really matter?

We’re talking book size, account revenue, floor-setting, and the mental games that come with chasing whales vs. stacking solid mid-market wins.

Micah breaks down how he closed 7 clients in under 30 days—without landing a single “whale.” Meanwhile, a buddy of his who crushed year one is now scrambling after losing both his biggest accounts… to no fault of his own.

You’ll hear:

• The real risk of going whale-only (and why you need diversification)

• What a $100K month of mid-market wins looks like

• How to set your revenue floor—and when to raise it

• Why big accounts don’t always mean big service

• How to use tools like Insurance Xdate to pre-qualify

• Why your ideal account size is relative to your goal (and your split)

Plus: Micah returns to the golf course after a six-month layoff, goes full Jim Venetos, and drops an 84 after starting quad-double 😮‍💨

This one’s for every producer who's tired of comparing themselves to others—and wants to build a book that fits their goals.

Timestamps:

00:00 Insurance Xdate becomes the official title sponsor
02:30 Why we’ve used Insurance Xdate for years
05:10 Episode kickoff: Does size really matter?
07:00 Micah’s buddy loses both whale accounts in Year 2
10:40 Micah’s 7 new clients in under 30 days
13:20 Why smaller deals give you better sleep
15:00 When it’s time to raise your revenue floor
17:45 Using Xdate premium filters to pre-qualify
21:10 Account size vs. producer goals—why splits matter
25:00 Don’t assume big accounts are well-served
28:15 Niche knowledge = instant size filtering
31:20 CRMs, call notes, and building a poaching strategy
33:50 How many accounts can 1 AE realistically handle?
37:00 Producer golf update: 79 vs. 84 showdown
42:00 Micah’s favorite advice: “Sometimes you just go to the movies”

44:00 Final thoughts + newsletter + playbook links

Resources Mentioned:

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠

Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Generate Leads. Win New Biz:https://www.insurancexdate.com/Like the episode?

Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode, Trey and Micah break down a common hang-up for producers: The buyer who's interested... but hesitant to sign the BOR. We walk through a listener-submitted pitch and unpack where it hits, where it misses, and how to reframe your BOR ask so it centers the client—not the broker.You’ll hear:- Why making your pitch about your effort kills trust- How to reframe the BOR as control for the client- The “real estate agent” analogy that just works- Why rewriting your talk tracks is more powerful than reading them- Our honest numbers: what consistency looks like (and what happens when you lose it)Plus: Micah’s daughter’s dance recital and unsolicited putting tips from a 72-year-old at the range 🕺🏽🏌🏽‍♂️This one’s part mindset, part talk track, and all real talk.Timestamps:00:00 Intro from the truck (locked out of the office)01:15 The DM: “They want to work with me but won’t sign”03:20 Breaking down the BOR pitch blurb10:00 The real problem with making it about you15:12 What to say instead: framing control for the buyer24:02 Call activity vs deal flow: why producers fall off28:45 Adjusting your prospecting window: does time of day matter?32:10 Writing vs reading: how scripting helps even when you don’t use one36:30 Dance recitals, golf tips, and what makes you “look like a natural”41:50 Final thoughts + where to find our weekly newsletter + playbookResources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookLike the episode?Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode we discuss why picking a niche isn’t just smart, it’s a shortcut to success.In this episode of The Max Revenue Show, Trey Shields and Micah Salas break down how niching down can simplify your entire sales process, build your authority faster, and make prospecting feel effortless.Inside you’ll learn:- Why a niche makes you more confident and credible- How to start narrow—even if you’re brand new- Why speaking your client’s language gives you an unfair advantage- How niching turns cold calls into warm conversationsWhether you’re a new insurance producer or a seasoned vet stuck in generalist hell, this episode gives you a blueprint to stand out, sell faster, and grow your book with less stress.Resources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbookTimestamps:00:00 – Intro01:34 – Why niche down?04:15 – What makes a good niche07:42 – How to learn a market fast10:21 – Speaking the language of your prospects13:05 – Referrals and reputation16:40 – Closing thoughts + golf talkLike the episode?Subscribe for weekly episodes on growing your book of business, cold calling, marketing, and all things producer life.

In this episode, we break down the unconventional truths that most insurance producers never hear, but absolutely need to.If you want to build a lasting book of business (without losing your mind), it’s time to stop playing the fear-based game most agents get stuck in.You'll learn:- Why sending loss history fast actually makes you stronger- How market blocking hurts your clients (and your reputation)- The right way to talk to clients who are shopping around- Why sharing bad news early can save your account, not lose it- How to prospect like a true consultant, not just another desperate salespersonMost agents are playing checkers.We're here to show you how to play chess.👉 Subscribe for more no-BS strategies on how to build a book that actually works.Timestamps:0:00 - Why this matters1:30 - 4 unconventional truths for defending your book10:00 - 2 unconventional truths for winning new business25:00 - The real reason playing it straight wins long-term28:00 - How to build peace of mind and profitResources Mentioned:Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠Grab The Producer Playbook here:⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:

⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠

Grab The Producer Playbook here:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:

⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠

Grab The Producer Playbook here:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:

⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠

Grab The Producer Playbook here:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook

Sign up for The Max Revenue Letter here⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠:⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.com/subscribe⁠⁠⁠⁠⁠

Grab The Producer Playbook here:

⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠⁠https://maxrevenuegroup.kartra.com/page/playbook