Ever feel like you’re putting in the work but not seeing the results you want in your Primerica business? You’re not alone. Many reps struggle with creating producers who can truly drive success. It’s frustrating to feel like you’re doing everything right, yet the numbers just aren’t adding up. But what if you could change that? What if you could learn the secrets to building a team of high-performing producers who consistently hit their targets? That’s exactly what Leighton Brown dives into in this powerful training session. It’s packed with actionable insights and strategies that can transform your approach and elevate your business to new heights. Don’t miss out on this opportunity to learn from one of the best. Watch the video below and discover the breakthrough tips that can help you create a winning team and achieve the success you’ve been striving for.
Video Transcription:
So my topic today, guys, my topic today, guys, is talking about creating producers.
You know, what to do to create people that produce in the business, right? And I remember for a long period of time, you know, I was doing 20,000 personal.
I was looking back, I was talking to Ryan earlier.
I was doing 20,000 personal for, like, three years in a row.
You know, 20,000 personal, got to watch in the bay shop.
Highest cash in the bay shop was $16,000, $16,320.
So I’m challenging Julie to hit that.
She’s at 15,170.
So she got tonight and Monday night to beat that, right, Julie? Right? Guys, you want to set the standards, you want to set the bar high.
The reason why I can talk to my team so big is because I believe I was doing decent numbers in the bay shop, right? So, guys, one of the things I want to talk about, guys, how to create producers.
Number one, you got to be money conscious.
You got to be conscious about money.
One of the best books that I read about money was, you’re a Badass at Making Money.
You guys follow me.
And I picked up a book called God Want You to Be Rich.
A lot of times when we talk to people in Primerica or in church or what have you, I’m a Christian.
I’m not pushing faith on anyone.
People like to believe that the Bible says money is the root of all evil.
But what happened is I think they take the one word out of that sentence to make themselves feel better, right? Because you guys know the Bible does not say money is the root of all evil, right? It’s a love of money, right? So in Primerica, you come in here to make money.
Anybody coming here for donations? Anybody coming here to know we all came here to make money, right? So, guys, I talked to them about being money conscious, right? Now, my team base shop cash flow, my base shop numbers is 41,000 for the month, right? So that my base shop made 41,000 in cash for the month outside of my pay.
Anybody excited about that? See, guys, when people start making money, guys, it’s very easy to coach them, right? People start making money, it’s very easy to coach them.
So I read in the Art Williams way, I was fortunate to be trained, helped by the great Greg Fitzpatrick, right? In the Art Williams way, they talked about every time someone make $1,000 a month, they’re here for six months, right? So learning how to be a three year personal producer, doing 20,000 personal, making money was easy.
I think you’re supposed to do that if you’re recruiting.
If you’re in Primerica, you’re supposed to do that, right? So, guys, one of the things I talk about, too, guys, and I hope you guys are taking notes, because notetakers are money makers.
Your mind is not that sharp.
It’s not that sharp, right? Adela’s pencil is better than the sharpest mind, right? Because if you’re that sharp, you come up here and do the training.
See, guys, one of the things that I do as well, when I’m training my people that are sitting down with me, I’m showing you how to make 30,000 in cash.
Our cash, me and Veronica’s cash this month is 30,756 for the month, right? It’s $1,000 a day.
Anybody here for $1,000 a day? See, guys? So I take it very personal when you sit in front of me.
You sit in front of me on front of a zoom, and you’re not taking notes, I will turn the camera over and have you do it.
You guys follow me.
I don’t care if we miss the recruit or not, miss a sell or not.
I want you to get this.
You guys follow me.
I take that very serious, right, guys? One of the things before I start coaching somebody, I talk about, hey, what’s your schedule look like? It because if you come to me and say, hey, everybody’s saying no.
Nobody want to join a business, nobody want to get policy, et cetera, the first thing I’m going to ask you for, guys, right, is, hey, send me your schedule.
Because, guys, white space in your calendar is the devil.
Understand that? White space in your calendar is where the doubters live, right? Guys, we focus on overtraining people.
Guys, I’m going to overtrain you.
I’m going to make sure that you sit down.
You’re a professional closer.
One of the jokes in my base shop, I always say is that some people in Primerica can’t even close a door.
You guys follow me, right? That wasn’t funny.
All right, cool.
But, guys, I always talk about that.
Guys, I’m going to show you how to be a professional closer.
I want to make sure you sit down with someone.
If someone does not do the business, it’s because they don’t want to do it, right? Guys, I want to make sure you’re over prepared.
You sitting down.
Your iPads charge, your pencils charge, right? You’re ready to go.
You’re listening to the audios, guys.
Right now, I spend about $100 a month coach Lavin on zoom.
So my zoom costs $100 a month.
Why? I spend about $100 a month on 100 gigs of data, right? And my goal is to run out of those 100 gigs of data every single month.
I send my recordings out of me doing trainings and zooms to my people.
See, I understand the motivated people listen to them, and the motivated people are on the stage, right? And we got some dogs coming next, right, guys? I tell my people how to call me after every appointment, whether you close or not.
We had someone ever in Joanna, right? Close.
Just now on the lunch break, right? And when they came back into the lunch break, I talked to them.
Hey, what’d you get? What’d you say? What you didn’t say? Call me after every appointment.
Guys, I live strictly by for three.
See me, guys, if you go on three presentations, three single with kids, married with kids, and you don’t close, something’s wrong.
We got to fix that.
I don’t want you to go keep messing this up, right? So I’m going to sit down with you.
See, in football, when you go out there and you fumble or drop a game winning pass, a good coach bring you to the sideline, dust you off, remind you’re a champion and send you back out there, right? So I sit down and say, hey, why’d you miss? You know what? The next three presentations, I’m a Go coach, going to get in the game with you.
I’m going to do three of them, right? I’m going to close them.
You can have a sale.
It’s fine to breathe some belief back in you, right? You guys fired up or what? Guys, guys, always be positive.
Guys.
I think the person that know me the longest in this room is probably Javaris and he can tell you that if you guys know me personally, right? Have you ever heard me say anything negative, ever? Ever.
Anyone here who know me, you ever hear me say anything negative ever? Right? Guys, be over positive.
Guys, guys, you gotta believe in yourself.
I truly believe some of the most powerful words in our business, guys, is I believe in you.
Some people never hear that.
I believe in you, jazz, I believe in you.
Carl, I believe in you.
I want you to win here, right, guys, I tell people, hey, Arie, listen, I’m going to teach you how to get a yes.
You come here, I’m going to show you how to get yeses, right? I’m going to get into my training in a second.
Because guys, I’m not a rah kind of coach.
I’m going to teach you how to make money.
See, you make money here.
You’ll get excited.
You guys follow me.
Guys, we PDR.
And for you guys who don’t know what PDR means practice drill, rehearse.
See, I find a lot of people, Jason and Primeric, a lot of reps want to do inspiration trainings.
They want to inspire.
They want to say how drive this, how, drive that.
I don’t care about that.
Show me how to get a yes, how I make some money, how I want a trip, how I’m going to Hawaii? Anybody going to hawai.
See, I sat down my team, guys, and gave everyone a game plan about how exactly to win Hawaii.
Because guys, you know why I won twelve trips in the bay shop.
Twelve contests in the bay shop.
So you can’t tell me you got to wait till vice president, right? Guys, understand this, guys.
I really work on people’s mind because going to MIT.
Now I see why they say MIT is the most important trip, right? Because going to MIT.
Coach Lavin I learned that I was creating producers, not leaders.
I had a bunch of producers, people who can produce, make money.
We had four people win the trip in the base shop, right? When I was in the base shop, arie, Amanda, Alicia won the trip in the base shop.
At regional leader, there’s some reps don’t have people who want to trip, right? So, guys, so I get in their mind and some of the things I tell them is say, hey, listen, if you quit, you’ll work for someone who didn’t quit.
If you whine, if you’re a crybaby, you’ll work for someone who didn’t cry.
Guys at your job, they’re bossing you around.
I’m showing you how to boss up.
See, at your job, they’re showing you the boss.
Say, hey, if you work harder, Amanda, I can have two Lamborghinis next year in Primerica.
I’m saying, hey, you work harder, we can go buy Lamborghinis together.
You guys follow me if you’re into Lamborghinis, right? Listen, either you bill for your last name or you’ll bill for someone else’s last name.
You got a choice, right? And you can go ahead and bring up the presentation, right? So I’m going to go through this real quick.
And guys, you guys know I’m a trainer, guys, I remember when I was a division leader, right? I was broke, guys, a division leader.
And Hector Lamarck had something called a Lamarck system.
And I’ll never forget Veronica.
Right.
I had $147 in my account, right? And the Lamar system was $142.
And guess who bought it? Layton Brown.
Right? Guys, you invest in yourself, $5 left to my name, right, and bought a Lamar system, right? And I believe Hector Lamarck is one of the biggest reasons why I’m still in this business.
He taught me how to close fundamentals, right? Guys? Like Coach Lavin always says.
So next slide, please.
Say clicker.
I don’t know how to work this.
Okay, perfect.
So, guys, so, guys, there’s four objections.
When I sit down with people, guys, I go over, see, I’m teaching them how to close.
I’m teaching them how to get a yes.
We call this our new license orientation.
So we have an orientation when you first get started.
And we also got an orientation, guys, for when you just get your license.
I’m going to show you how to close.
I’m going to show you how to get a yes, right? So the four things about recruiting, right, is time.
Money can’t sell pyramid, and I’m going to go through them real quick, right? So, guys, we sit down with someone, right? I’m going to go over with them, hey, listen, if someone say, hey, I don’t got the time, raise your hand.
If you ever have someone say, don’t got the time, I’m going to say, hey, what’s the latest you get home? You guys know I’m going to always ask you yes questions, right? If I can show you how to make $1,000 working two nights a week, would you do it? See, because I truly believe in Primerica guys, people don’t ask the closing questions often enough.
Michael, right? If you can work five or 10 hours a week with me and make $1,000 a week, would you do it? See, guys, we understand that time is only an issue in the absence of value.
People are not making $1,000 a week at their job.
I’m saying, hey, listen, keep your job, but work with me part time and actually fulfill that and make them 10,000 $20,000 a month in our business, right? When someone say, hey, I don’t got the money, someone ever has someone say, I don’t got the money.
Guys, please take a screenshot of this.
Guys, focus on this.
I’m showing you how to close.
I’m giving you the fundamentals, right? Guys, listen.
Someone said, I don’t have the money, right? You’ll say, do you see how I’m showing you how to turn 124 into 2500? Wouldn’t it make sense to get the money to get started, right? Do you have a credit card? See, some of you guys are so afraid to ask people the right questions.
See, guys, my base shop, we know we always say, listen, shy people have skinny kids.
You guys follow me.
I’d rather be bold and make money than be shy and broke, period.
I’m very direct, guys, right? Guys, listen, can I ask you a straightforward question? Ask for permission, right? And thank God for Ed award, Coach Edward for teaching me people skills.
Listen, how long you been working, right? Do you want to keep working and cannot afford $100 opportunity? Okay, let’s fix that today.
See, some of you guys already say, I want to ask someone that.
You’re not convicted of the business.
You don’t believe it can work because you’re not working, right? Someone say, hey, I can’t sell.
Anybody ever had someone say, I can’t sell? God, I’m giving you training right now.
God, this is not for entertaining.
God, this is training, right? God.
Listen, I can’t sell.
Is it that you cannot sell, or you wasn’t taught how to sell? Guys, ask the question.
Guys, stop making statements.
Ask people questions, right? If I can teach you how to get more yeses than no’s, would you do it? Guys, it’s not that they’re afraid of selling.
They just hate the word no.
See, in Primerica guys, one of the books I want to give you is a book called Go for no.
See Coach Tesla, right? No means next opportunity.
See, if you’re in business, if you’re an entrepreneur, you get excited for no’s because no’s mean, I’m coming to a what yes.
And guys getting so many no’s, you have a Julie Dormius walk into your office and say, yes, I can.
You guys follow me.
She walked into the office, right? That’s a blessing, right? If I can show you how every time you get a yes, it pays you $500, would you do it? Hey, keep your job.
Do this part time.
You guys follow me.
Guys.
Someone say pyramid? Anybody ever had someone say pyramid? I love this one.
Oh, my God.
Someone say, hey, the pyramid.
I asked them with a very big smile, right? And Anthony know how to mock me so good.
You know, when I start doing this, I’m going to ask you a question, right, Amanda? Right? What’s a pyramid to you? I ask them, listen, would you agree that everything’s a pyramid? School, military, jobs, even the church, right, guys? Listen, are you ever going to own it? Right? Do you have a plan to ever own? Do they the job have a plan of you ever owning, right? If I can show you how to own your business, pass it down to your family and make unlimited income, would you do it? See, because I also asked them, I forgot to put on a slide.
If I was to put my whole team under you and it’s paying you $30,000 in a month, $1,000 a day, would you take the money? Guys, come on.
You take the money? Yes.
I want two pyramids.
Now I’m playing.
Listen, real quick, I’m gonna go through this one, guys.
The three reasons why people don’t get involved.
This is why I go through my people, right, guys? Listen, is timing agent turned you off or the money? See, I love when I sit down with someone who’s seen Primerica before.
I think that’s an easy recruit because they already know Primerica is good, right? Listen, someone say timing.
Listen, I’ll say, has your income doubled in the last time you’ve seen Primerica? That’s a very straightforward question, right? What is your plan to making more money? If I can show you how to work with me five to 10 hours a week and make $1,000 a week, would you do it? Guys, ask a question, guys, that agent turned you off, right? If you walk into Walmart and you get bad service, would you stop going to Walmart or you just stop going to that one? See, guys, pretty much my whole base shop guys, was in Primerica before, a long time ago.
Life happened, right? Listen, guys.
Perfect, right? So is it the company or is the person? Right? How did that turn you off? See, I want to find out if someone tell me the person turned them off, what do they do? Or the person was rude.
So listen, so if I’m not rude to you, Lisa, would you do it? Simple, right, guys? Y’all think this is so hard, guys.
Primerica is easy, right, guys? And real quick, I’m gonna go right into the life insurance part, guys.
Isn’t it crazy that the quote unquote life insurance man is number one in security licenses? Isn’t that crazy? Now I’m being funny, right? I was shocked about that.
Honestly, like what the who’s number one? Not me.
You’re walking on the stage.
That’s crazy.
Listen, four reasons people don’t get life insurance.
They think it’s too expensive.
They never get around to doing it.
Right.
They don’t understand it or they don’t care about their family.
Layton, you actually say that? Yep.
I’d rather be bold and closed than be shy and broke.
You guys follow me.
Guys in Primerica, you guys know I said it earlier or yesterday, right? Guys in Primerica, you can be the warning or you can be the example.
Because I had someone today, Eric, today inbox me and say, okay, bro, I’m ready.
Guys, Jazz been doing twelve x twelve for the last three months in a row.
About to win a trip.
Me and Jazz play a high school and play football in high school in eight.
He’s been watching me for the last ten years.
Now he in the business.
They’re going to come into the business as long as you don’t quit.
Guys, someone said they think it’s too expensive.
How much is too expensive for you? Ask them a question, guys.
Usually they say a high number $200 a month.
Hey, if you can be half of 200, would you do it? Max case, right? If I can cover your family for less than your phone bill, less than your light bill, would you do it? Right? Let’s see what you qualify for.
You guys follow me.
Guys, this is pretty easy.
Pretty black and white.
See that a lot of times, right? Michael? People will see our business and say, man, Layton, what are you doing? And they’re looking for that phrase that pays.
I can’t get a phrase that pays.
I can give you the mindset that pays.
I can give you the training that pays.
I’m showing you exactly what we do, play by play.
And if you guys know our team, right, anthony, this is exactly what we do.
All of us professional, closers, right? They don’t understand it.
Do you have enough money to pay off your house? Do you have enough money saved for your kids college? Do you have enough money saved to pay the bills next ten years? Wouldn’t it make sense to have money set aside for your family? Right? That’s what life insurance is for.
Wouldn’t you agree? Right? Would you mind if I take two or three minutes and get you qualified real quick? Right? Never get around to doing it.
Listen, we all know our birthday, right? But do you know your death date? Would you say it to somebody? Do you know how and when you’re going to pass away? When is the perfect time to get life insurance? As you guys understand, these are yes questions.
They’re all leaning towards a close.
And guys, let me tell you a little trick too.
Guys, go ahead and do a screenshot of this one, right? Let me tell you a little trick too.
So real quick.
I think this is powerful for you guys who are doing a mostly zoom business.
Most of our business, about 90% zoom.
Coach Eduard told us to get into in person, so we’re doing that now, right? But guys, you know how picture this.
You know, on your office, you got the computer right here, and you got your iPad down here, right? Y’all with me, guys? What we have our guys do I made this play by play.
They can put this presentation right? Erie.
They can put it on the screen while they’re presenting, the person on the zoom can’t see the screen.
So if someone say, I don’t get around to doing it, carl going to slide to the right.
He can pull it up and say, yeah, you know what? And he’s reading the slide to close.
Guys, make it easy, guys.
Primerica is easy.
Everybody say Primerica is easy.
You make it hard.
Guys, thank you for your time.
