Brokers who have worked with The DBL Center for years may have heard the stories: CEO and President Michael S. Cohen abandoned a blossoming career as a stand-up comedian to join his family business. He has a background in film. In essence, storytelling is in his heart.
You might even consider career changes a tradition in his family. His father, David Cohen, shifted from a potential career in dentistry to insurance sales, and a few years later, The DBL Center was born, specializing in required benefits in New York, New Jersey and Hawaii.
Both Cohens have always had a knack for spinning stories, making people laugh, and connecting with their audiences.
Celebrating A Comedic Tradition
Ten years ago this month, Michael Cohen was inducted into the famous NYC Friars Club. In late 2024, the six-story East Side NYC landmark townhouse was sold at auction to a California Loan Company. The $17.2 million sale to a creditor, rather than a real estate developer or an individual, leaves the possibility open that the club may re-open one day, revitalized for a new era of comedy, according to The New York Times.
In a LinkedIn post, Cohen shared some of his favorite memories, occasions when he and his father met some of their favorite comedians. “When I met Don Rickels,” Cohen recollected, “he told me that he sold insurance once, but nobody laughed.”
Little did Rickels know how much insurance sales is like stand-up comedy. The transferable skills between stand-up comedy and insurance sales are pretty obvious when you think about it.
1. You Must Know Your Audience
Know your audience. It’s a key tenet of sales and marketing, as well as entertainment. Some jokes are timeless and appeal to the masses. But many stand-up comedians tailor their acts to a specific audience. That’s why people have favorite comedians.
Likewise, successful insurance brokers know how to analyze their clients’ needs and look for risk gaps they can help cover. It’s not just about viewing company census data. It means knowing enough about your clients to understand the benefits that resonate with their employees.
2. You Have to Know How to Read the Room
Even when you think you know your audience a joke can fall flat. That’s when a smart comedian reads the room and adjusts messaging on the fly. They might even turn the joke around and make fun of their failure.
For insurance brokers, reading the room means asking the right questions to determine your clients’ specific risks and needs. An older workforce may have their minds on long-term care insurance, while younger workers may want to know they can secure affordable dental and vision for their family.
However, most businesses in a growing number of states require some form of statutory paid family and medical leave. At The DBL Center, we view required benefits as the doorway to build trust with your clients, save them money by privatizing these statutory benefits, and use those savings to invest in ancillary benefits that really resonate with workers.
3. You Have to Stay Up-to-Date On Current Events
The stand-up comedy stage serves as a platform to discuss politics, social issues, and everything going on in the world. By sharing common ground and thoughts while providing unique perspectives, comedians make us think as we laugh.
For insurance brokers, it’s crucial to stay on top of industry trends and new legislation related to employee benefits. You can subscribe to The DBL Center newsletter to keep track of new paid family leave programs as they are introduced and get helpful tips to grow your brokerage.
4. True Connection Takes Time and Effort
A new comedian might have you laughing the first time you see them. But familiar faces consistently fill arenas.
There’s an adage in sales and marketing that says customers see your message and brand at least seven times before committing to a purchase. That myth has evolved over the years, but experts agree that it takes a substantial number of touchpoints before a sale. Familiarity drives connection. It’s true in comedy and insurance.
Reach your prospective clients through a variety of platforms: Online, in-person at meetings and lunches, through calls, or through webinars. The more you can establish your authority as a benefits expert, the more they will trust you.
5. Remember: People May Forget What You Say, But They Won’t Forget The Way You Made Them Feel
Have you ever left the dim lights of a comedy club, a broad smile still on your face and your sides hurting from laughing? The joyous mood probably continued on your way to the car and even after you returned home. Whatever worries you had when you entered the venue, they vanished.
Insurance brokers may not elicit (or expect) belly laughs from their clients. Brokers should evoke a sense of trust, calm, and peace. Your clients should know they are getting the best rates and service and that you have their back when it comes to saving money.
