How do I close more prospects ?

How do I close more prospects ?

Author: Heath Shearon August 27, 2026 Duration: 47:37

This week in insurance town Heath Shearon sits down with Martin Mashalov, co-founder of Gridpull, to unpack why buying more leads is not the same as getting more business. They dig into how appetite matching, renewal timing, and trigger-based prospecting can help agencies spend producer time more efficiently and improve conversion rates.

Martin explains how his background in applied math and insurance analytics led him to build tools for finding better prospects, not just more prospects. The conversation stays practical throughout, with examples from restaurants, commercial real estate, and new business triggers.


00:00 - Welcome to the episode and the lead buying problem  
05:22 - Why insurance complexity pulled him toward technology  
09:55 - Modeling insurer risk and learning the agency and brokerage chain  
12:04 - How lead buying became a prospecting problem  
14:39 - Why volume alone does not fix lead performance  
18:39 - What “appetite” means for agencies and carriers  
20:29 - Restaurant examples and carrier appetite edge cases  
27:17 - New business triggers as a smarter prospecting strategy  
28:21 - Permits, hiring, and licensing as insurance signals  
31:38 - Trigger stacking for stronger prospecting profiles  
33:20 - Why Gridpull was built around a real workflow problem  
34:08 - Where AI fits and where it should stay out of the way  
39:30 - How Gridpull organizes renewals, contacts, and follow-up  
42:43 - Using existing books of business for cross-sell opportunities  
44:10 - Early conversion rate and revenue gains from Gridpool  
47:40 - How Gridpull supports agencies beyond just software  
48:13 - Contact options and demo availability  
49:22 - Free trial, credits, and privacy considerations  

Sponsors :
CANOPY CONNECT
1 Fort
VIVA 


Heath Shearon has spent years navigating every corner of the insurance industry, and in Insurance Town, he acts as your guide through its often complex landscape. Think of each episode as a casual, informative conversation held on the front porch of a town built entirely on insurance knowledge. Heath, who jokingly refers to himself as the Mayor, doesn’t just lecture; he brings in the many friends and colleagues he’s met over his career for genuine discussions that break down real-world scenarios. You’ll hear practical advice, behind-the-scenes insights, and straightforward explanations designed for both industry newcomers and seasoned professionals. This isn't about dry theory-it's about the tangible how-to and the why behind common business and personal coverage questions. The tone is welcoming and grounded in experience, set to a bluesy soundtrack courtesy of Daddy Long Legs. Tune into this podcast for a unique blend of business education and relatable storytelling that makes the intricacies of insurance feel approachable and even engaging.
Author: Language: English Episodes: 50

Insurance Town
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