Building Trust Through Hyper-Local Presence
In Canada’s regionally diverse landscape, broker distribution varies significantly across provinces. Joseph Carnevale, regional president at Acera Insurance, emphasizes that success in Eastern Canada depends on one key principle: getting personal and staying intentional. Clients in Eastern Canadian communities, particularly in rural areas, prefer dealing with local brokers they know and trust.
“They prefer a local touch, someone who is there, who is their neighbour, who they see at the local school or coffee shop,” Carnevale explained. “They want to see your eyeballs.” While digital tools are important, an in-person presence remains crucial in these regions. “The last thing they want is an implant from across the country who they can’t relate to,” he added.
Coaching Talent Through Personalized Mentorship
Developing talent is a persistent challenge in Eastern Canada, particularly in Atlantic provinces and Quebec. Carnevale’s approach focuses on hands-on mentorship, understanding what motivates each individual, their strengths, and weaknesses. “Nothing differentiates more than the attention you give to people who you think would make great salespeople,” he said. Regular, individualized guidance is key to sustained success.
Carnevale stressed that supporting brokers isn’t just about paying them; it’s about investing in tools, support, and accountability. “Every quarter, revisit what your people are struggling with and help them eliminate those weaknesses,” he advised. Provincial broker associations provide valuable resources, but real development comes from within the organization.
The Power of Listening in Broker Success
One of the biggest mistakes brokers make when applying national strategies locally is assuming features sell themselves. Carnevale warned that industry jargon means little to clients if they don’t understand its relevance. “You have to translate features into benefits that actually matter to the person you’re speaking with,” he said. This translation begins with listening – a skill Carnevale believes is making a comeback.
“It’s not about showing how smart you are. It’s about connecting with people and solving their problems in their language,” Carnevale explained. Newer brokers often focus on what they can sell rather than what clients truly need. “When you truly listen, ask open-ended questions, and build real stories into your pitch, that’s where you stand out.”
Navigating Generational Differences
Communication gaps between generations are shaping how brokers work. The younger generation, raised on digital communication, may struggle with conversational nuance. However, today’s decision-makers expect formality and clarity. Carnevale pointed to a young broker on his team who has chosen to meet clients exclusively in person. “She’s made a conscious decision, and she’s building intentionally,” he said.
Conclusion
Carnevale’s advice to brokers is straightforward: “Tools are great, but without people skills, they don’t matter. Be intentional. Know your client. Speak their language. And support your people every step of the way.” Whether navigating rural Nova Scotia or urban Toronto, brokers across Canada need the ability to listen, interpret, and deliver value in a way that resonates with their clients.
