My prospecting is likely different from your prospecting.

As a Knights of Columbus insurance field agent, I can only provide fraternal benefits like life, disability and long-term care insurance, and retirement plans and annuities to members. That means that all my prospects must be Catholic and members or potential members of the Knights of Columbus — we start with men because only men are potential Knights. Not everyone qualifies.

In addition, when they buy life insurance and are not a member, they have to also join the Knights and pay a small annual fee. Fortunately, while membership was once a rather involved affair at a Knights council meeting, today men can be Knights at large and we have an online application process. It can be done at the same time as the application. It’s made my life and my clients’ lives easier that way.

The Knights of Columbus insurance is a “captive agency system” — we only sell their products. I have to prospect for Catholics first, then people who have that deep sense of family responsibility that makes them good prospects, and they must be willing to join the Order. Once I sell the Knight, I can then sell to his wife and children, and I usually do.

As I say this about prospecting, I can imagine many of you cringing. What a terrible arrangement, you might be thinking. My necessarily exclusive clientele obviously adds a level of complexity to my prospecting. I can’t just talk to anyone about buying our products. The group is less than half the size of the general population and then smaller yet.

But if I can do it with these restrictions, you can do it without them. It starts with your deep sense of responsibility to help your prospects discharge theirs.

Prospecting for 200-plus cases per year means talking to a lot of people and asking a lot of questions. I must be on the lookout constantly for new people who might qualify as prospects. So I use every possible opportunity to ask my qualifying questions. Here are some examples:

• Do you ever shop at Costco? I love Costco because it’s a great place to prospect. The place is usually crowded with people, and, of course, Catholics buy there too. For instance, the people waiting at the many food sample stations give me a reason to start a casual conversation: “How does the sample taste? Are you interested in buying some of this?” The lineup for samples gives me an excuse to make a connnection with the people around me. When I get a positive response and can engage the person in conversation, I can soon get to my qualifying prospecting questions like, “Do you have any life insurance? Are you Catholic? Can we talk?” Yes, it’s that straightforward. You would be surprised at how many people will talk to me. I’m friendly and smiling, and I suppose I don’t look too threatening. So they talk, and occasionally I can get a meeting. The long Costco checkout lines are also great because they are another opportunity to ask my qualifying questions. I get a lead that way every time. Remember, I see prospecting as just offering to help people take care of their family. There is no shame in that, and I’m proud to ask the questions. All the time.
• Along the same lines, my wife hates going to the grocery store with me because it is always a longer trip for her than if she were just going alone. Even when we just have a few items and can easily get through the express checkout line, I love getting into the longest line instead. More people waiting around me means a bigger captive audience for my qualifying questions. I honestly seize every opportunity I can to ask for an appointment. It’s getting enough appointments that drives my 250 sales per year.
• This same line-up strategy works at the car wash (not an automated one), oil change or car repair shop, with a teller at the bank (not the ATM), medical appointments, and the pharmacy too. I want to be in a waiting area where there are people to talk to, and I have a few minutes to engage them in conversation. Remember, it’s your attitude and inspiration about your business that makes the difference, not exactly what you say. They buy into your attitude and passion. Be happy, sincere, inspiring and positive, and you will be amazed at what can happen when you ask.
• Generally, I try to use all my everyday errands and travels as opportunities to talk to people. There is no regulation for “Do not talk to people on the street,” so I take advantage of that and don’t have to worry about do-not-call or antispam regulations.

To repeat, my prospecting is driven by my honest desire to help people be more financially responsible to their families. My inspiration inspires their action. My personal ownership and belief demonstrates my commitment.

The key is patience to ask enough questions to the right people — an observation of people who look like they might have potential and a responsiveness to their needs and concerns. That’s what drives my business and 200-plus life sales.

When you love talking to people and helping them get their financial houses in order, prospecting is not a burden; it’s a pleasure. I love this business and love my clients. I know that prospecting is just asking to help people, and that drives me to keep helping more of them.

Building my community’s family responsibility has helped me ensure mine too. I know you can have the same impact in your community.

Cleophas Castillo is a 10-year MDRT member from Winnipeg, Manitoba, Canada. An insurance agent for the Knights of Columbus since February 2008, Castillo was named the “rookie of the year” as well as the No. 1 life application leader in North America in his first year, with 265 applications written. He has spent 11 years as the No. 1 agent in Manitoba.