1. FOR THE RECORD
A MarshBerry Publication
Volume V, Issue 12 December, 2011
Hit Your Numbers in 2012
Growing organizations concentrate on what they can control year in and year out. Economics 101 says that if you
need to reach your organic growth goal, the options are to increase price, add new products or sell more existing
products. In the insurance world, the best option is to sell more existing products. The other two options are
limited. While there are several strategies that could impact growth, the following are key components in building a
sustainable growth model:
• Applying Negative Consequences • Sales Training for Producers • Pipeline Accountability Systems
• Sophisticated Staff • Differentiated Client Offering
The graph below illustrates the key drivers of organic growth. The average agencies represent the bottom 75%
of agencies in our database in terms of organic growth (average organic growth is -3% to -4%). The high-growth
agencies represent the top 25% in organic growth, with an average 4% to 5% in organic growth rate.
100%
90% Average Agency
78%
80% High-Growth Agency 74%
69% 67%
66% 64%
70%
60%
60%
46%
50%
41%
36%
40%
30%
20%
10%
0%
Applies Producer Negative Provides Well-Defined Utilizes a Pipeline Has a Sophisticated Provides Well-Defined
Consequences Sales Training Management System Service Staff Differentiation
While executing on an organic strategy is the challenge, the first step is comparing your organization to each
measurable metric. For example, do you enforce negative consequences for producers who do not hit their sales
goals? Taking a step back, are those expectations communicated and defined to the producers? Before enforcing
negative consequences, it is critical that producers know and understand their sales goals. If producers are not
meeting their expected goals, find coachable moments in their shortfalls and enhance their sales techniques through
training. Ask similar questions for each of the key drivers of organic growth.
The results of growth cannot be changed until measured and benchmarked. With the new year approaching, now
is the perfect time to regroup your sales team and implement a solid game plan for hitting your numbers throughout
2012. Whether measured monthly or quarterly, you can be certain that a fresh approach will motivate and inspire
your sales people.
Authored by Justin Berry, Vice President of Sales Management
440-220-5431 / Justin.Berry@MarshBerry.com
MarshBerry • 4420 Sherwin Road • Willoughby, Ohio 44094 • 800-426-2774 • www.MarshBerry.com • MarshBerry@MarshBerry.com
No portion of this publication may be reproduced without express written consent from Marsh, Berry & Company, Inc. All rights reserved © 2011.
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2. MarshBerry Solutions
Information Services Management Consulting Exchange Networks M&A Advisory
Benchmarking Services Sales Management Agency Peak Performance Strategy
Perspectives for High Performance (PHP) Cultural Mapping and Alignment EXchange (APPEX) Acquisition Planning
Sales Portal – Pipeline / Service Timeline Producer Goal Setting Over 115 Agencies Deal Return Modeling
Confidential Employee Morale Indexing Sales Portal – Pipeline / Service Timeline Over $1.1 Billion Revenue Strategic Options Analysis
Perpetuation Preparedness Accountability / Compensation Design Alternative Buyer Comparison
Operational Assessment Producer and Sales Manager Training
Bank Agency NetworK (BANK)
Sales Management Benchmark Report Differentiation Design and Execution
Over 25 Banks
Preparation
Over $1.0 Billion Revenue Sale Preparation Management
MarshBerry.com Business Planning Offering Memorandum Development
Performance Calculators Strategic Business Planning
Strategic Pitch Book Design
Forms & Documents Execution / Action Plan Management Total Agency Sales Culture
Candidate Profile Creation
Position Descriptions Strategic Options Analysis (TASC) Network
Discussion Groups Over 35 Agencies Representation
Research Studies
Agency Valuation Over $1.1 Billion Revenue
Buy Side Representation
Agency Fair Market Valuation Nation’s leading organic growth agencies
Market Data (including Search and Screen)
Valuation Assessment Enhanced new business production and
On-Line Value Estimator Sell Side Representation
Published Articles retention strategies
Letter of Intent / Negotiation
Perpetuation Plans Creative Deal Structure Alternatives
Monthly Publications Perpetuation Plan Design Royal Sun Alliance (RSA)
The MarshBerry Letter Plan Execution Management Summit Brokers Analytics
Transfer Strategies (Stock / Leadership /
a. Market & Financial
Books of Business)
Improvement Network Agency Fair Market Valuation
b. Agency Compensation Canadian agencies affiliated with Royal Market Comparables / Benchmarking
c. Agency Operations
d. Surveys Financial Consulting & Sun Alliance Insurance Company After-Tax Return Optimization
Internal Financial Controls IRR, ROI and EPS Analysis
For The Record (Statistical Analysis)
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Value Enhancement Planning State of the Industry Research
Execution
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Carrier Services MarshBerry.com
Conditions)
Distribution System Management E&O Audit, Policies and Procedures The MarshBerry Letter and other Monthly
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Priority Consulting Opportunities
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Position profile, search, screen, hire Distance Learning Groups (DLGs) Goodwill Impairment Testing
Compensation development plan Peer to Peer CEO Exchange
Technical and sales training year one Earn-Out Maximization Consultation
M arshBerry’s clients are committed to realizing their fullest potential with respect
to growth, profit, survival and shareholder value. Our agent, broker, bank and
carrier clientele engage us to achieve their goals within the retail and wholesale
channels of the insurance distribution system. Our unparalleled industry-specific
services include consulting, performance benchmarking, peer-to-peer exchange
networks, merger and acquisition intermediation and producer recruiting.
MarshBerry • 4420 Sherwin Road • Willoughby, Ohio 44094 • 800-426-2774 • www.MarshBerry.com