Super Agent

Producer & Agency Alignment: Gain Clarity Around These 5 Things

It makes sense that one of the most important aspects of an effective sales plan is that the agency and producers have a common understanding of their goals, motivations and capabilities. But, it’s not uncommon for us to see producers attempting to write business that can’t be profitably serviced, or agencies not allocating resources to purchase important business development tools like a CRM or email marketing software.

As you’ve likely seen, this disconnect often leads to frustration and gets in the way of an effective approach to acquiring new business. So, how do you ensure that you aren’t missing out on opportunities because of a lack of alignment? Start by gaining clarity around these 5 things:

(1)    Who is your perfect client?

(2)     What level of account complexity is best served by the agency?

(3)    What constitutes a profitable account?

(4)    What class of business does the agency have the greatest success in attracting and servicing?

(5)    What’s your story– what clear, effective message do you want to convey to prospects?

Agency principals, do your producers have the same answers to these questions as you do? Brian Tracy said: “Just as your car runs more smoothly and requires less energy to go faster and farther when the wheels are in perfect alignment, you [also] perform better.” In order to shorten sales cycles, increase retention and boost the probability of success, consider taking the time to align agency and producer strategies as part of your overall strategic sales plan.

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