Meet Barry Rutten
Zero Objection Life Insurance Sales Mentor
An unapologetic insurance industry sales contrarian and “million dollar death benefit” advocate, Barry’s unique approach, powerful techniques, and compelling language helps agents avoid combative interactions to create collaborative client conversations that lead to objection-free multi-line insurance sales that have massive impact on your agency and your bottom line.
Barry’s approach is highly contrarian and runs counter to most of what’s been taught and regurgitated within the sales training, and especially the insurance sales training space. Barry’s unique approach, strategies, language, and techniques can help a new agent sound and sell like a seasoned pro, and help an experienced agent maximize their true and full sales potential.
Barry S. Rutten, CFP®
Professional Synopsis
With over 37 years in financial planning, insurance, and investment advisory sales, Barry is renowned for his proven sales training programs and mentorship across the industry.
Creator of proven sales training & mentorship programs for every skill and experience level:
Zero Objection Life Insurance Sales Made Easy™
Multi-Line Sales Mastery™
High Premium Life Insurance Sales Mastery™
Retirement Planning Advisor Mentorship™
37 years of financial planning, all lines insurance and investment advisory sales, sales management, and sales training success.
30 years as a CFP® professional (since 1994).
Sales mentor and coach to agency owners and their sales teams for over 22 years.
11 years with a major P&C carrier actively selling & closing in joint appointments on behalf of agents to demonstrate sales language and techniques.
Built of one of the largest integrated P&C, all lines insurance, and investment advisory firms in the Pacific Northwest.
Lifelong student of effective human communication, with expertise in creating an objection-free environment to foster collaborative client sales conversations.
Active financial planner, insurance agent, and investment advisor representative with major RIA firm.
Agency Owners Reveal: Why Work With Barry?
"If you’re looking for the real deal and the opposite of what every other coach is regurgitating, then get in touch with Barry. If you apply what he teaches you, your premiums and commissions
will skyrocket, and your team will have a proven and repeatable track to run on that boosts closing ratios and virtually eliminates sales objections"
David Gollersrud
Licensed Agent, National Program Manager – Medical Professional Liability Sales
“Using what Barry’s shown us, we’re busting through production records and our own glass sales ceilings at a remarkable pace. As I reflect back on what the first 6 months
has already brought to my agency, I can’t help but get excited about next year and the years to come!”
Bradley Hamner
Agency Owner
“I believe if you partner with Barry, you will gain skills that will bring life insurance cases to light that you would not have had before and increase the likelihood of
winning cases that you would not have won otherwise. The investment in yourself and team, by hiring Barry, will more than pay for itself early and often and you will learn skills that will continue to increase revenue for years to come.”
Jeff Sand
Agency Owner
“I am constantly amazed at how the content I receive from Barry is every bit as good— if not better— than the content I receive at these company sponsored meetings.
It is refreshing, effective, and easily implemented among my team for immediate results.”
Jake Stewart
Agency Owner
"When it comes to sales trainers there are many that talk a good game, but Barry will make it happen for you and your team. His word tracks and handouts have enabled my team
and I to confidently sell more financial products for higher premiums."
Chris White
Agency Owner
"Barry Rutten taught me everything I know about financial services sales. He lifted me from just are regular Ambassador Traveler to attaining Chairman's Circle. He taught me
the word tracks, diagrams and techniques to use before, during and after the appointment. I wholeheartedly recommend my “secret weapon” to any agent who wants to reach higher levels of success & greater income.”
David Lo
Agency Owner
“I believe if you partner with Barry, you will gain skills that will bring life insurance cases to light that you would not have had before and increase the likelihood of winning cases
that you would not have won otherwise. The investment in yourself and team, by hiring Barry, will more than pay for itself early and often and you will learn skills that will continue to increase revenue for years to come.”
Carol Flores
Agency Owner
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Hear Barry’s Contrarian Take on Life Insurance Sales and the Business of the Agency Business
An Industry Contrarian That Drives Sales Results
For over 22 years, Barry has worked with results oriented and high achieving P&C and life/health agency owners and their sales teams to maximize their high death benefit and high premium term and cash value life insurance sales, as well as the sale of annuities, disability, long term care, retirement plans, and investment advisory services.
Barry has held the Certified Financial Planner (CFP®) professional designation since 1994, and is a current and active life, annuity, disability, LTC, and assets under management producer. Barry has personally sold millions of dollars of high premium term and cash value life insurance and hundreds of millions of dollars of death benefits and has been a top producer in many types of life insurance, annuities, mutual funds, disability income & long-term care insurance.
Barry has unique expertise in the concurrent sale of property & casualty insurance with high death benefit term and high premium cash value life insurance and disability insurance, having led a multi-million dollar personal and commercial lines agency with an integrated insurance and investment division.
Barry worked in the trenches alongside P&C agents daily for 11 years, conducting joint client sales appointments, while coaching and training agents how to create a virtually objection-free financial services sales environment to maximize their results and income.
For the past 12 years, Barry, through his company Magnetic Sales Systems, has served as an agency owner income maximization strategist, multi-line insurance sales coach and high death benefit/high premium life insurance sales mentor for insurance agencies across the country.
Barry’s approach is highly contrarian and runs counter to most of what’s been taught and regurgitated within the sales training, and especially the insurance sales training space. Barry’s unique approach, strategies, language, and techniques can help a new agent sound and sell like a seasoned pro, and help an experienced agent maximize their true and full sales potential.
Barry provides agency owners with not only the blueprint for multi-line insurance sales success but also the implementation and leadership guidance to make the plan a reality.
I was enrolled in law school when I decided to switch to financial planning because I wanted to work in a field that impacted people positively and I was way too squeamish to be a doctor.
Mentoring agents and their sales teams allows me to greatly expand my reach, helping vastly more people to avoid financial loss and achieve financial success than I could possibly do on my own
I believe my Million Dollar Mindset and Emotions & Visuals First approach to life insurance sales training has produced far more million dollar and multi-million dollar death benefit sales for agents than anyone in the country. The fact that almost all of those are sold in a nearly objection-free, collaborative and not combative environment, which means the agent, the sales team members, and the customers have had an enjoyable and positive interaction, not a stressful one.
They bought those policies for the right reasons, in the right amounts, and will be far more likely to keep them because they truly know and understand why they have them and therefore want them, so the policies will stay in force for when the survivors need the policy proceeds the most.
I feel I’ve protected a vast number of families at the highest levels, acting through the efforts of my client agents.
Agents and advisors tend to make product recommendations far too quickly, or worse, start the conversation around a particular product, thus virtually guaranteeing rejections, objections, stalls, and delays, even when the need is clearly evident. The key to sales of non-demand products like life insurance is to use human physiology to your advantage, asking enough of the right kind of visual and emotion provoking questions, so that the prospect, customer, or client has a strong internally driven desire to solve a problem and/or achieve an objective and when presented with a solution that matches that desire, will implement the recommendation without ever feeling or experiencing any sales pressure.
The goal is to create a collaborative, not a combative interaction and this cannot occur via a “product first” approach, if the goal is to have the maximum number of lines of insurance sold, in the shortest time frame possible, for the most premium, with the longest period of retention of the household, and to have that interaction result in high quality, voluntary introductions of ideal households to grow the agency in the best manner possible.
More About Barry
Outside of work, Barry is a boating enthusiast (a crazy man with two boats!) who can often be found on the waters of Lake Washington, Puget Sound and the Salish Sea. He resides in Kirkland, Washington with his wife Colleen.
Barry enjoys exercise, especially hiking and weightlifting, traveling, chasing new “first” experiences and continues to strive to catch the perfect sunset picture.
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Meet With Barry
If you’d like to learn more about how to make your multi-line insurance & financial services sales easy, effortless, and virtually objection-free to boost your income and “lock down” your households for long-term retention, I suggest you grab a date and time on my calendar to schedule an Agency Diagnostic Call.