Getting Past the Premium

Hosted by Elliot Bassett & Ryan Brott

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147

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Jul 2025

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EN-US

About the show

Welcome to Getting Past the Premium, hosted by Elliot Bassett and Ryan Brott! What's different about our podcast? We focus on breaking down problems that advisors face in the risk management industry and talk about solutions that bring value to clients. The industry is changing and clients are expecting more than just shopping their insurance for a cheaper price. Let's get past the premium and talk about truly meaningful solutions!

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July 23, 2025Episode 1342 min

S5E13 | Producers Aren't Losing Clients to Price...They're Losing Them to Specialists feat. Joshua Verch

Most mid-market construction companies are outgrowing their brokers without even realizing it.In this episode of Getting Past the Premium, Elliot Bassett sits down with Joshua Verch, Senior Advisor at The Baldwin Group, to unpack what really happens when companies scale past $10M, $25M, or $50M—and producers are still treating them like they’re a small business.Joshua brings a sharp and refreshing perspective from inside the trenches of construction risk management, where service gaps, outdated brokers, and foggy renewal processes are killing profitability.If you’re a producer, agency owner, or executive dealing with risk in the construction space…This conversation is a wake-up call.You’ll learn:✅ Why most insurance strategies don’t evolve as businesses grow✅ The hidden risks of staying loyal to the wrong broker✅ How to structure better submissions and win underwriting support✅ Why consultative producers are taking market share✅ What it takes to be seen as an advisor—not a quote machineWhether you’re trying to win BORs or protect your largest accounts, this episode delivers a masterclass in authority-based selling and next-level advisory.👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Joshua Verch, Senior Advisor at The Baldwin GroupLinkedIn: https://www.linkedin.com/in/joshuaverch/ Website: http://www.baldwin.com/_____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________This episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

July 16, 2025Episode 1241 min

S5E12 | How to Build a Top-Tier Book of Business Without Cold Calls or Commodity Pitches - feat. Tom Gilroy

Most producers chase every lead and wonder why they’re stuck in the price game.But Tom Gilroy flipped the script—and helped scale a 120-year-old family agency into a nationally recognized powerhouse.In this episode, Tom breaks down the repeatable strategy that took him from finance outsider to President of GKG, and the systems they use to help producers win high-value clients without pitching on price.If you’re serious about creating meaningful differentiation, building real expertise, and closing accounts that actually want your advice—this episode is your blueprint.Here’s what you’ll learn:✅ Why grit, network, or expertise—you only need 2 of the 3 to win✅ How Tom used social media to generate national inbound leads✅ The system GKG built to back up every sales promise with execution✅ How to create a risk strategy roadmap that compels clients to switch✅ Why the “no a-hole” rule protects your team and client experience✅ How to craft a repeatable risk advisory process your team can use to scale👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Tom Gilroy, President, GKGLinkedIn: https://www.linkedin.com/in/tom-gilroy/ Website: http://www.gkgrisk.com/_____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________This episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

July 9, 202542 min

S5E11 | How to Eliminate 90% of Back-Office Chaos Without Hiring Another Person feat. Chris Peabody

Most agencies are burning out their team to protect their bottom line.More remarketing. More manual quoting. More inefficiencies.All while margins get tighter — and expectations get higher.This week on Getting Past the Premium, Elliot sits down with Chris Peabody from Ascend to unpack what the most forward-thinking agencies are doing differently:✅ Automating the right processes✅ Embedding AI in invisible, high-impact ways✅ Standardizing workflows without losing trust✅ And actually measuring ROI before adopting new toolsThis episode isn’t about “using AI” — it’s about building a more scalable, sustainable firm in today’s reality.👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Chris Peabody, Director of Partnerships, AcsendLinkedIn: https://www.linkedin.com/in/chris-peabody-9b686541/ Website: https://www.useascend.com/_____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________Chapters:00:00 – Intro: Chris Peabody Returns01:30 – What Ascend Actually Solves for Agencies02:30 – Why Direct Bill and Agency Bill Reconciliation Are Broken04:15 – Automation Isn’t Just About Efficiency — It’s About Client Experience06:20 – Standardization: Why It Matters More Than Ever08:30 – The Case for Workflow-Driven Technology09:45 – AI-Powered Invoicing: Real-World Examples12:10 – Human Mistakes vs. System Capacity Limits13:55 – The Hidden Cost of Remarketing in a Hard Market15:30 – Tech That Creates ROI vs. Tech That Creates Noise17:00 – What Agencies Get Wrong About AI19:10 – Ascend’s Approach to Embedded AI (And Why It Works)21:00 – Real Use Cases That Actually Save Time23:30 – Why Tech ROI Starts with Process Clarity25:15 – Stop Mimicking Bigger Agencies — Find What Works for You28:30 – The Real Value of Peer Learning in Insurance31:00 – How to Vet Tech Vendors the Right Way34:00 – Launch, Ascend, and the Power of Listening to Your Clients🎙 Getting Past the Premium is powered by Launch — the only platform helping producers sell insight, not just insurance.This episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

July 2, 2025Episode 1039 min

S5E10 | How to Fix Your Message So the Right Clients (and Referrals) Find You - feat. Abby Arcishewsky

Most insurance producers think they need more leads.What they actually need is more clarity.Clarity on:→ Who they serve→ Why they’re different→ How they want to grow→ And who should be referring them businessIn this episode of Getting Past the Premium, Elliot Bassett sits down with Abby Arcishewsky, founder of Archway Strategy, to break down how producers can build intentional, strategic, revenue-driving sales systems — starting with their value proposition and referral process.If you’re relying on COIs, but don’t have a plan…If your value prop is vague or generic…Or if your business development is ad hoc instead of engineered…This episode is a masterclass in fixing all of it.You’ll learn:✅ How to define your Ideal Client Persona (ICP) — and why generalists get referred junk✅ The 3 rules for qualifying great COIs (most people miss the last one)✅ How to reframe your intro to avoid the “I already have someone” objection✅ Why your value prop isn’t working — and how to build one that pulls prospects in✅ How curated micro-events can 10X trust and drive high-conversion referrals✅ The COI referral scripting strategy that gives you control over your positioning👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Abby Arcishewsky, Founder of Archway Strategy & ConsultingLinkedIn: https://www.linkedin.com/in/abby-arcishewsky-cexp%C2%AE-cap%C2%AE-968a5276/ Website: http://www.archway.consulting/_____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________Chapters:00:00 – Intro: Meet Abby Arcishewsky, Founder of Archway Strategy01:10 – From Private Wealth to Building Business Development Systems02:40 – The 5 Core Pillars of Sales Strategy05:15 – How to Define Your Ideal Client Persona06:50 – Why Generalists Get Bad Referrals08:45 – “I Already Have Someone” — Fixing Your Value Proposition11:55 – Overcoming Scarcity Mindset When Niching13:50 – How to Phase Into a Niche Without Losing Revenue15:00 – The Power of Intentional, Strategic Planning16:40 – The 3 Golden Rules for COI Relationships19:10 – Why Most COI Strategies Fail (and How to Fix It)21:15 – The Power of Referral Scripting + Coaching Your COIs24:00 – Why Education + Process Win the Referral Game26:30 – Give to Get: Referral Trust is Earned, Not Assumed28:00 – Curated Events as Referral Machines30:15 – How to Build Trust and Create Momentum Through Events32:50 – Event Strategy: Pre-Planning, Post-Execution, and CRM Follow-Up34:30 – Use Your ICP to Design Better Events36:00 – Abby’s Final Takeaways: Sales Planning + Messaging Clarity37:45 – The StoryBrand Test + Value Prop Check38:30 – Connect with Abby + Archway StrategyThis episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

June 26, 2025Episode 954 min

S5E9 | You Can't Scale What You Don't See...Why Most Producers Get Stuck and Flatline. feat. Ryan Deeds

Most insurance producers cap out at $600K.Not because they lack talent...but because the system around them is broken.In this episode of Getting Past the Premium, I sat down with Ryan Deeds, VP of Strategy and Analytics at Alkeme, to break down the real reasons producers and agencies stall out.Ryan’s built sales systems for 300+ producers across 57+ acquired firms...and what he’s seeing is uncomfortable, but true:“40% of our clients were generating just 3.5% of our premium.”That’s not growth. That’s bloat.You’ll discover:✅ Why most producers plateau...and how to break through✅ How Alkeme built a Producer Portal that actually gets used✅ The single most important metric every producer should track (average account size)✅ How to design cross-sell and round-out into your operations✅ The real cost of service drag (and why it caps growth)✅ Why earnouts complicate scale—and how Alkeme is solving for it✅ What to do when producers resist systems, tools, and change👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Ryan Deeds, VP of Strategy and Analytics at AlkemeLinkedIn: https://www.linkedin.com/in/ryancdeeds/ Website: https://alkemeins.com/_____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________Chapters:00:00 – Welcome Back: Ryan Deeds Returns05:20 – The Producer Portal: Tracking, Tools, Transparency10:15 – Cross-Sell and Round-Out at Scale14:30 – Why Average Account Size Changes Everything27:00 – Service Models, Earnouts & the Growth Bottleneck42:00 – Chick-fil-A, ICPs, and Strategic DisciplineThis episode is a masterclass in building scalable, data-driven, human-first sales systems.If you’re a producer, agency owner, sales leader, or operator... this is required listening.This episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

June 18, 2025Episode 845 min

S5E8 | The $1M Producer’s Blueprint: Niches, Mentors, and Relentless Follow-Up feat. Wells Gunn

Most insurance producers don’t make it past year three.Wells Gunn did…and built a thriving, specialized book in the independent grocery industry.In this powerful episode of Getting Past the Premium, host Elliot Bassett sits down with Wells to unpack the exact mindset, process, and strategies he used to go from cold-calling 100 prospects a week……to leading a national risk practice for Houchens Insurance Group.No gimmicks. No fluff. Just the hard-earned truth about what it really takes to win in this business.You’ll learn:✅ Why most producers quit (and how to avoid it)✅ How to turn a niche into a $1M+ growth engine✅ The role of mentors, repetition, and proprietary process✅ The difference between quoting insurance… and being hired as a true advisor✅ Why the best producers never stop cold calling — they just evolve itWhether you’re a new producer, a sales leader, or building a growth-first agency, this is the blueprint for long-term success in commercial insurance.👉 Connect and follow us:Elliot Bassett, President & Partner at Ellerbrock-Norris | Co-Founder of LAUNCH | Host of Getting Past the Premium PodcastLinkedIn: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515/Website: https://getlaunch.io/👉 Connect with our guest:Wells Gunn, Producer, Houchens Insurance GroupLinkedIn: https://www.linkedin.com/in/wells-gunn-2bb32235/ Website: http://www.higusa.com/ _____________________🎙️ Sponsored by LAUNCHThis episode is powered by LAUNCH — the only risk platform that helps producers sell advice, not just insurance.With LAUNCH, you map real business risks in minutes, prove your value before quoting, and win the account by thinking like a CFO.Stop selling price. Start selling insight.👉 Visit https://getlaunch.io/ and get past the premium._____________________00:00 – Intro + Sponsor01:05 – The Golf Course That Changed Everything02:23 – From Hospitality to Grocery05:36 – Embrace the Grind: 100 Cold Calls a Week10:59 – Niche or Die19:15 – $1M Producer Blueprint30:18 – How to Stand Out Against Bigger Shops39:10 – Build a Process They Can’t Replace43:00 – Final Word to Young ProducersThis episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

May 21, 202557 min

Josh Gurley - Changing the Way You View Your Sales Process

In this throwback episode, originally aired on January 4, 2023, Josh Gurley, Insurance Agency Owner at HM Advisors, redefines what it means to be an advisor.Josh explains how truly understanding your clients’ risks and proactively servicing them sets top-tier advisors apart, turning your sales process into a relationship-building tool for long-term success.Episode Links:Ellerbrock-Norris: https://www.ellerbrock-norris.com/Ellerbrock-Norris Wealth Strategies: https://www.ellerbrock-norris-ws.com/HM Advisors: https://www.hm-advisors.com/LAUNCH: https://getlaunch.io/LinkedIn:Elliot BassettRyan BrottJosh GurleyThis episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

May 14, 202540 min

Run Your Agency Like a Law Firm and Get Out of the Quote Game with Brandon Schuh

In this throwback episode, originally aired on July 17, 2024, Brandon Schuh of Christensen Group challenges the traditional insurance model by asking: what if you ran your agency like a law firm?Brandon unpacks how positioning yourself as a trusted advisor—not a quote machine—can transform client relationships, streamline your sales process, and unlock long-term growth.Episode Links:Ellerbrock-Norris: ⁠https://www.ellerbrock-norris.com⁠Ellerbrock-Norris Wealth Strategies: ⁠https://www.ellerbrock-norris-ws.com⁠Christensen Group Insurance: ⁠https://www.christensengroup.com⁠LAUNCH: https://getlaunch.io/Elliot Bassett: ⁠https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515⁠Ryan Brott: ⁠https://www.linkedin.com/in/ryan-brott-cepa%C2%AE-77a278a⁠Brandon Schuh: ⁠https://www.linkedin.com/in/brandon-stephen-schuhThis episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

May 7, 2025Episode 745 min

The Core Principles of an Effective Sales Presentation with David Sliman

David Sliman, CEO of Sales Proformance Consulting, is back! We dive deep into the core principles that drive a highly effective sales presentation. David has worked with hundreds of sales team to teach them how to set themselves apart. He covers: setting the agenda up front, separating a sales presentation from a sales proposal, thinking of objections as building blocks (not road blocks), and avoiding the dreaded "email it to me" request at all costs.Enjoy the episode!Episode Links:Ellerbrock-Norris: https://www.ellerbrock-norris.comEllerbrock-Norris Wealth Strategies: https://www.ellerbrock-norris-ws.comSales Proformance Consulting: https://www.salesproformance.comLAUNCH: https://getlaunch.io/Elliot Bassett: https://www.linkedin.com/in/elliot-bassett-aip-cpcu-84499515David Sliman: https://www.linkedin.com/in/davidslimansalesproThis episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.

April 30, 2025Episode 640 min

Andrew Atkinson - The Best Ways to Provide Value - From A Million+ Producer

In this throwback episode, originally aired on September 1, 2022, Andrew Atkinson, Business Insurance Professional from INSURICA Southwest, joined the show to discuss the best ways to provide value to your clients, prospects, and your team.Andrew brings a thorough and practical understanding of commercial insurance, with a specialization in Workers’ Compensation. He works with clients to help them improve their Experience Modifier (E-Mod) rating, lower their total cost of risk, and win contracts at the bidding table. Becoming a successful advisor is not easy, but Andrew has some tips to make things clear to those who need some fresh takes.As a thought leader, Andrew has spoken at the Arizona Construction Industry Annual Conference, the One Hundred Year Birthday of Workers’ Compensation Summit in Wausau, Wisconsin, and eleven different trade associations in four different states.This episode features special guest host Ben Woods. Episode Links:Ellerbrock-Norris: ⁠https://www.ellerbrock-norris.com/⁠Ellerbrock-Norris Wealth Strategies: ⁠https://www.ellerbrock-norris-ws.com/⁠INSURICA: ⁠https://insurica.com/⁠LAUNCH: ⁠https://getlaunch.io/⁠LinkedIn:⁠Elliot Bassett⁠⁠Ryan Brott⁠⁠Andrew Atkinson⁠This episode is sponsored by LAUNCH.In the world of insurance, independent agencies fight to survive. Brokers are forced to compete by blocking markets and bid for the lowest price. Worse yet, the industry is fragmented.Agencies find it difficult to collaborate across division on the same client. Millions of dollars in potential revenue are left on the table. And agency owners lie awake at night wondering how to scale.THAT’S WHERE LAUNCH COMES IN.Access the full-revenue potential in your existing book of business. See opportunities other agencies can’t. Offer more value. Gain a competitive advantage in a commoditized market.Visit https://getlaunch.io/ to learn more.