The Reason Your Producers Aren’t Hitting Their Numbers

I talk to sales leaders and executives at the top 100 agencies in the country every week. And let me tell you: the struggle is real.

The math is working against us more now than it ever has when it comes to getting in front of prospects and opening doors.

Here’s what I keep hearing: “Andy, the biggest challenge isn’t closing business. It’s getting more doors open.”

Sound familiar?

Producers are creating inconsistent results. They’re frustrated. Sales leaders are frustrated because their pay, bonuses, and job security rely on their producers hitting goals.

The Mindset Shift Producers Need to Make

You cannot have a fear of rejection. I see producers who aren’t selling because they’re afraid to hear “no.” Go look at their calendar in a given week. The vast majority of their time is spent managing the existing book. Not growing new revenue.

You’re focusing on the wrong metrics. I know agencies that measure their producers’ results on new accounts or new revenue, but they’re not measuring activity at all. That’s a recipe for putting your producers on an emotional roller coaster where you’re constantly applying pressure for results without measuring how they get there.

Your prospects are stuck in the maybe zone. Go look at your pipeline right now. How many of your prospects have neither said yes or no? You have no idea where they are in the decision-making process.

Why This Matters

Let’s be honest: for most agencies today, the only path to growth is buying other people’s books. It’s all M&A.

But if we can create organic growth again, we have a chance to recruit great producers who become successful and keep them.

The Uncommon Tips That Work

Measure activity, not just results. Track outreach calls. Track LinkedIn connections. Track appointments set. Track follow-ups completed. When you measure the right activities, the results follow.

Get prospects out of the maybe zone. Ask direct questions: “Where are you in the decision-making process?” or “What needs to happen for you to move forward?” Force clarity for them and for you.

Time block for prospecting. If your calendar is full of servicing existing clients, you’ll never grow new revenue. Block time every week specifically for outreach.

Reframe rejection. Every “no” is data. It’s information that helps you refine your approach. The best producers don’t fear rejection. They expect it and learn from it.

What You Can Do Right Now

Audit your calendar from last week. How much time did you spend on new business outreach versus servicing your existing book? At least 20% set aside for outreach is a good start.

Review your pipeline. Identify every prospect in the maybe zone. Reach out this week and get clarity. Yes or no.

Pick one activity metric to track. Start small. Track the number of LinkedIn connections you make this week.

Sales leaders: If your producers are struggling, look at what you’re measuring and what you’re not. Results matter, but activity creates results.

We’re here if you need help building a system that works.