Yet this scenario plays out every day in benefit agencies across the country. Producers too often run their business without letting their teammates know what's important. Everyone may have a general sense of the mission (sell more?), but not on what they need to do to make it happen.

That's the finding of the Trailblazed Sales Project Study: 55 percent of producers whose business grew less than 20 percent over the prior year, and 60 percent of those whose business had declined during that time, had no business plan. Sales professionals enjoying substantial growth (20 percent or more) were twice as likely to have a business plan as their less successful competitors.

This doesn't mean the low- or no-growth brokers had no strategy, lacked the drive or were less capable than high-growth producers. They simply had no plan aligning and focusing their team. Was the agency seeking new clients or cross-selling to existing ones? Was it spending on marketing or cutting back? Everyone might be doing their best, but like a football team without a shared play, their efforts are too often wasted.

Every producer is quarterback of a team, even sole proprietors working from their home. The team may consist of family members, carrier reps, general agencies, friendly peers or the kid who does the website. They may not look like a team, but they need to act like one. And that's what a business plan can do. Plans are the huddle that coordinates a team's actions toward a shared goal.

Writing a plan doesn't have to be hard, but having one can greatly increase the chances of success. After all, whether you're playing football or selling, getting your people focused on the same play, meshing their talents and abilities together to achieve a shared vision is powerful. Teamwork matters.