Agency Growth was once virtually guaranteed. It’s not that way any more, and agencies are struggling to keep from going backwards.
Most agencies we talk to tell us definitively that they have a service culture and not a sales culture. This is the inevitable result of building systems that allow them to service, but failing to build a systematic process focused on new sales.
Growth is driven by three P’s – Priority, People, and Process – yet we see too many agencies challenged by these business fundamentals.
Priority | Top and bottom line growth must be an expectation, an expectation that must come with accountability for making it happen.
People | To have consistent growth, you must hire the right people, provide them with effective training, and then ensure that you reinforce growth behaviors with your feedback and reward systems.
Process | Agencies have processes for everything they do except for the one activity that makes everything else possible – the way they bring in new business. Having a sales process to ensure their success is a fundamental responsibility agencies have to their sales team. And quoting insurance is NOT a sales process, it’s simply part of the job you do once the prospect becomes a client.
The mindset of a middleman prevents many agencies from really re-thinking their sales process, feeling that they’re trapped in a spreadsheet world of doing business. Along with this thinking goes hand-in-hand the resistance to charging fees. When you’re simply a distributor, charging for services is just not a viable option.
Agency Growth Questions
Have you made growth a priority that comes with consequences? Are you comfortable that you have the right people in place? Have you met your responsibility to build a sales process to help ensure your growth?