May 18, 2010

How will you reignite that stalled producer? (Part 2)

In the last edition of Ignition, we looked at what an agency might do to help an individual producer who was stalled. A tailored, rigorous review and updating of skill sets may be in order, and this could be accomplished in-house or with outside help.

There’s something else an agency can do to reignite producers who are stalled: Engage them organizationally.

For several of our agency clients who have been in this predicament, we’ve helped them develop ways to re-engage the disconnected producer. Here’s a high-level view of how that’s worked:

• Stop talking, start doing. So much energy is expended on lamenting the lack of new business zeal shown by once-successful producers. It’s time to exit the hallway discussions and resolve to do something. It’s true: Avowing to act is a catalyst for change.

• Commit to an initiative. Every “awakening” needs its focal point. An agency-wide growth initiative provides just that – something tangible, measurable and beneficial for everyone to work on. This organic growth initiative should emphasize new business and be announced with fanfare. It should also be shaped by a team, not the top brass.

• Recruit and rally the team. Your stalled producers play an integral part in establishing the goals, developing the strategies and defining the parameters of the organic growth initiative. It’s not their buy-in you seek; it’s their 110% commitment to the effort.

• Give structure to the initiative. Plans fall apart when they lack components of communication and evaluation. Give your team the flexibility to schedule regular reviews and discussions of progress, but insist they have these sessions. Consider engaging a third party to provide this structure.

• Nurture the team. It’s said that there’s no ‘I’ in team, but there’s plenty of accountability. Your aim is to keep the team strong so that members stay focused on their activities and stay accountable to each other. So think of your agency as the support structure for the team, clearing obstacles and providing members with what they need to succeed.

• Celebrate results. The fanfare that marked the announcement of your initiative should spark a chain reaction of positive energy around the endeavor. It’s crucial that your agency herald new business wins, new milestones reached and new progress toward goal. Keep the celebration fun and keep it going.

Speaking of results: The agencies that we’ve helped develop and implement the approach described above not only saw new revenue that year. They began to transform their culture. And they continue to harvest the fruits of their labor.

Email us or call us (404.541.6600) if you’d like to talk about engineering an organic growth initiative for your agency.