As a rule, 20% of team members are responsible for 80% of sales volume in a given industry. The same is true for insurance. That means how your top producers perform matters: it’s what keeps you competitive in an increasingly competitive market.
In their 2001 book How to Hire and Develop Your Next Top Performer, Herb Greenberg and Patrick Sweeny noted, “As our
service economy shifts into high gear, what it takes to succeed in sales is a little more complicated than it once was… What the best people truly sell are solutions—solutions that uniquely meet the particular needs of each client. ”1
What customers want and how they buy has continued to evolve, and your agency needs to bring in the right producers to serve
those shifting desires. You need people who understand how to use data to increase personalization and improve sales and service. As an agency owner and leader, you need to redefine who you hire to create a successful agency, moving your business from surviving to thriving
Personalization in Sales Matters
66% of consumers said they would share “significant data” to obtain personalized services (up from 54% two years ago)2
20% of customers said a “lack of personalization” was the “main reason” they switched insurance providers3
Agencies that increased personalization have an over 80% customer retention rate4
