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
Podcast Episodes
No such thing as a bad lead... here's why... [not-audio_url] [/not-audio_url]

Duration: 53:22
This week in Insurance Town I sat down with my friend Evan Smith of Mav. We had an incredible conversation about growing your sales with leads and building an inside sales team . We discussed the importance of recognizin…
AI in Insurance: Beyond the Buzzword [not-audio_url] [/not-audio_url]

Duration: 46:41
In this episode of the Insurance Town Podcast, Heath Shearon hosts Christopher Frankland to discuss the intersection of technology and insurance, focusing on AI's impact on the industry. They explore the concept of the '…
Who would you invite to your block party? [not-audio_url] [/not-audio_url]

Duration: 24:06
This is an episode recorded at the PIA VADC conference in Virginia Beach with my man Byron Roberts. It is a fast, on-the-ground conversation about how Openly built for independent agents, why speed still matters, and how…
Grit, Growth and Gumption , Revisted [not-audio_url] [/not-audio_url]

Duration: 54:59
In this weeks episode, the mayor sits down with his good friend Tinsley English to discuss her latest book titled Grit, Growth & Gumption. But this episode is way beyond that we discuss being a leader in this service ind…
Hard to Place, Easy to Profit: The Art of Captives [not-audio_url] [/not-audio_url]

Duration: 1:02:07
In this episode, the Mayor sits down with industry veteran Jeff Kleid a 30-year insurance innovator, MGA, and carrier leader to talk about the business of hard-to-place risks, the truth about captives, and how brokers ca…
The best tech make great service feel effortless (re-visit) [not-audio_url] [/not-audio_url]

Duration: 52:09
In this weeks episode of Insurance Town, The Mayor welcomes good buddy Patrick McBride to the show. Patrick, a seasoned insurance professional, shares his journey, experiences, and insights on the industry's evolving lan…
What are the biggest data challenges in Insurance right now? [not-audio_url] [/not-audio_url]

Duration: 47:59
In this episode of Insurance Town, the Mayor, Heath Shearon welcomes Jamie Peers really just to catch up and have a chat, but this lead to hitting the record button, and discussing the evolving landscape of the insurance…
Mayor Solo [not-audio_url] [/not-audio_url]

Duration: 39:14
This one is a Mayor Solo! Mail bag episode! STICK AROUND and hang out with me. If you dont want to hear a solo episode , I get it , Go check out another one of your favorite shows, no hurt feelings here. But if you wanna…