For most agencies, the cornerstone goal in 2017 is likely new business written, allocated by producer.
"In 2017 we'ill grow 15 percent; each producer will write $125k+ in new business."
Seems like a logical place to focus, right? Not so fast.
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First, there is no sense of urgency.
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Next, because the goal set has no real basis, nobody believes in it.
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Because nobody believes in it, there's no accountability or consequences when it isn't hit.
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As a result, the goal is nothing more than a suggestion.
The root problem with this approach is that it pays little attention to the activities that lead to new sales. To improve odds for success, make your primary focus the activity that allows the final goal to be achieved.
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