P R A D

country. However, those that solve the puzzle are rewarded with a profitable book of business that can provide a strong contribution to an agency’s value.

Helping the Personal Lines Producer Succeed

Once producers are hired, their success can be tenuous unless they are provided with the tools and guidance to succeed. Personal lines producers in this regard are very similar to commercial lines and employee benefits producers. Without training and accountability, success is unlikely. Firms typically do a good job of training new recruits on internal operations (agency automation, processes and procedures, carrier markets, etc.). “Shadowing” a CSR, claims specialist, marketer, manager, etc. for a few days to learn about the firm is a standard procedure. In addition, technical training is available from carriers, online providers, associations, designation courses and multiple other sources. Most agents and brokers help new producers take advantage of these resources at the start of and throughout their employment. We also suggest that firms manage personal lines producers as other producers are managed. Set production goals, monitor their pipeline, measure their performance, and reward and motivate them with the degree of interest and attention given to other producers. In addition, include personal lines producers in sales meetings with other producers so opportunities to learn, build trust between departments, leverage cross-sell prospects and create healthy competition are not lost. While it may not be feasible or realistic for in-house producing account managers to participate in the firm’s regular sales meeting, they also benefit from sales management. Time should be set aside periodically for them to meet to brainstorm sales opportunities, share success and failures and monitor and share performance results. Individual goals can be subjugated to group goals and results, but all should be reminded that they are in sales.

56 Producer Recruiting & Development Study