Aligning insurance sales teams for success
Achieving organic growth throughout the challenges of COVID-19 is no small task. Not only does it require an airtight sales process, but a sales team with the skills and confidence to execute it.
Let’s explore how ReSource Pro’s Agency Growth Solutions team worked with one insurance broker to enhance their sales team performance, enabling them to thrive in a pandemic and into 2021.
CASE STUDY: CREATING A MORE EFFECTIVE SALES PROCESS
In an increasingly commoditized industry, retail broker TrueNorth is focused on a consultative approach, which the company achieves by identifying pain points, providing examples to make challenges come alive, and using storytelling to help clients understand the adverse effects of an uncovered loss.
In their continued efforts to optimize the insurance sales process, TrueNorth sought to deepen each team member’s understanding—from young producers to account managers to placers—of the downstream impact of their interactions with customers.
SOLUTION: BUILDING CONFIDENCE WITH GROWTH SOLUTIONS
TrueNorth partnered with ReSource Pro’s Agency Growth Solutions team to create a new, agency-wide strategy. First, TrueNorth’s sales team documented their entire sales process from start to finish, including the first point of research, first meeting, and, finally, the sale.
“Our producers have to feel confident about their ability to build trust with clients.”
–Aaron Brown, Principal, Construction Practice Leader at TrueNorth
Frank Pennachio, Practice Leader of Growth Solutions at ReSource Pro, sat down with the sales team to collaboratively review each step, exploring the “why” behind it and its downstream impact to the customer.
THE IMPACT: REVENUE GROWTH DURING CHALLENGING TIMES
Consulting with the Growth Solutions team has enabled TrueNorth’s producers to elevate the sales process, develop greater confidence, and enhance their ability to build trust with clients, even in a challenging market.
With ReSource Pro’s support, TrueNorth was able to:
- Help producers develop a deeper understanding of each step of the sales process, allowing them to create greater receptiveness among customers
- Empower departments outside of sales, such as marketing, to optimize the customer experience for every client touchpoint
- Engage young producers who understand the sales process but don’t understand the downstream impact to the customer of each step
As a result, the company navigated 2020’s virtual selling environment with greater agility and achieved nearly 40% revenue growth.
“In a pandemic and a remote virtual selling environment, we were rock solid in our process,” said Aaron Brown, Principal, Construction Practice Leader at TrueNorth. “That allowed us to grow in 2020.”