The top insurance agents were designated as high-growth producers for expanding their business at least 20 percent in the last year. Those who grew their business by less than 20 percent were named low-growth producers, and insurance agents whose business remained stagnant were referred to as no-growth producers. After sifting through research, Katz determined there are three pathways for optimal success: positive attitude, business acumen and sales insight.

As part of a positive attitude, Katz's research found the most successful insurance agents possessed responsible confidence and pragmatic persistency character traits. With these character traits, high-growth producers recognize challenges will happen, but despite those hurdles, they'll take the time to understand and address the objection, Katz says.

"An optimist thinks a lost sale is going to affect them forever," Katz says. "If you have a positive attitude, you're going to try harder and try harder, and as a result, you're going to overcome those objections, instead of walking away."

With business acumen, high-growth producers approach sales with a business-like perspective by planning for growth, Katz says. They make a business plan, which is monitored and evaluated for results, and these measureable results are then adjusted. A business plan is especially important, he adds, because it keeps your team on the same page.

"Imagine your team as the best rowers, and you put them in row boat in opposite directions," Katz says. "They will row their hearts out and not get anywhere. Now imagine if you align them and have them going in the same direction. When you align your team to common goal, you use resources effectively."

And, finally, sales insight, which is how sales are perceived, is the last piece of high-growth producers' success plan. By possessing sales insight, you offer a sense of trustworthiness, and this can be achieved by listening, asking questions and then listening again, Katz says.

"Clients are looking for our expertise, especially in small groups," Katz says. "They don't know enough to make the right decision, and you want to be worthy of this trust. That's what sales professionalism is."

Katz recommended attendees read the Benefits Selling "Broker of the Year Finalists" article. Each of the finalists places a high emphasis on sales professionalism, and this kind of services sets them apart from peers.

At the end of the session, Katz offered a free copy of his book "Trailblazed: Proven Paths to Sales Success" to the first 12 attendees who approached him with a business card, but there were three conditions: You have to read it, recommend it to a colleague and leave a review on Amazon.com. Before Katz could even finish his presentation, several attendees lined up for a complimentary book.

For a copy of the book, visit www.trailblazedsales.com, where Benefits Selling Expo attendees can receive a special discount by entering the code BSE11.