Catching Up With 2008 Rookie of the Year Diana Scheel

The way San Antonio-based Sapient Financial Group's Diana Scheel sees it, her holistic approach to financial services is the secret to her success. And she has the numbers to prove it.

A South Texas financial services professional for five years, the Women in Insurance & Financial Services 2008 Rookie of the Year winner has gone on to rank in the top 1 percent for policies written by 5,000 agents affiliated with MassMutual in 2009. She stands in the top 2 percent among those agents in first-year commissions in the first half of 2010, as well as the top 1 percent in first-year premiums during the same period.

Today, Diana manages more than 1,000 active client accounts, totaling more than $17 million in assets, including insurance, annuity and investment accounts. She made the Million-Dollar Round Table and the WIFS Leaders Recognition Society for three years running.

But it's Diana's focus on each client's overall financial needs -- even when she doesn't directly profit -- that truly makes her a standout. Two years after her Rookie of the Year win, we caught up with her to find out how she achieves her numbers and how she keeps her clients coming back.

You've been incredibly successful in just five years. How have you achieved that?

I think it's because I offer a holistic approach to creating a financial strategy for my clients -- not just life insurance or retirement or investments. I ask myself: "What does my client need financially at her current stage in life?" It might be life, disability or long-term care insurance; it might be college savings. Together, the client and I look at the big picture, with a yearly review in place. And I don't limit myself to one or two product offerings. My clients don't need all of the products at the beginning, but chances are, they will need them at some point in their lives. And they know I'm there for them during the entire run. They trust me. As a result, I get a lot of repeat business, referrals and warm leads. After five years, there's now no need for cold calling.

WIFS: How is it possible to provide all things financial?

I don't consider myself the expert of everything. I bring in other professionals with different expertise, and if my client needs something I don't offer, like health insurance, I partner with a professional I'm proud to work with. That way, I become my clients' central contact for all of their financial needs. That said, my biggest source of income is annuities; many of my clients are 40-60 years old and ready to roll over their 401ks.

WIFS: What are your biggest challenges?

As I manage more than 1,000 client accounts -- and that's growing -- I work to focus on service to existing clients while I bring in new ones. Staying on top of annual reviews is a challenge.

WIFS: What are your proudest professional moments?

I love it when my clients are ready for the next financial step in their lives because we've been preparing rather than reacting. One of my clients was recently laid off, but he said he was at peace and ready to leave that company. He wouldn't have been ready without the strategy that we started to put in place two years ago. I also love it when my clients go through a life event -- whether it's marriage, children or retirement -- and they call me to say they are ready to adjust their financial strategies, with my help. That's a good feeling.

Where do you go from here?

I've put 100 percent into my practice for the last five years. It's time to put more focus on my family and friends. It's all about finding a life balance. My goal is to achieve that balance in the next 12 months.

What tips can you offer today's rookies?

First, single-needs selling won't do it. You have to provide overall financial strategies, even if you are working with other experts to achieve that. Build those trusted relationships early on. You don't want to scramble later.

Second, a good assistant is key. You want to choose someone who will grow with you and your clients. Also, you need a system for handling follow ups and annual reviews. That will help as you get busier.

Third, push yourself. Hard. This is not a part-time job as you start out. And the big rewards won't come in the initial years. The referrals will come. Be patient.

Fourth, promote yourself. Work with your agency's marketing team to promote your good work. You want a presence on the web and in the community for the warm leads to find. When you're Googled or mentioned, you want your name to say you are a trusted and knowledgeable professional in your field. Then, those warm leads will turn into clients.

Finally, take a sincere interest in your clients. Go the extra mile, and make sure they have everything they need to make informed financial decisions.

Diana Scheel CLU, ChFC, FLMI, FLHC is a financial adviser with Sapient Financial Group, the general agency of MassMutual in South and Central Texas. She can be reached at This e-mail address is being protected from spambots. You need JavaScript enabled to view it

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