Unlock the Remaining 85% of Your Sales Potential: Engage “Average” Performers Too

Posted by Jason Brown on Thu, Dec 12, 2013

An insurance executive confronted me a few weeks ago with this brainteaser: How can we engage and motivate a (seemingly) unlimited number of independent agents with a limited amount of resources?

Insurance carriers who distribute through independent agents know this challenge all too well: Carriers need to engage top producers, who, though small in number, may be responsible for a large amount of total sales; carriers also need to engage the middle of the population, as this group often shows the greatest potential for near-term growth; and carriers can’t ignore the smallest producers, especially those who are new agents at the outset of their careers—or carriers risk the long-term growth of the agent population.

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