The Six Types of Producers: A Framework for Growth

The name of the game in any sales organization is GROWTH.

There are several ways to obtain GROWTH.

1. Buy It.
2. Grow it Organically
3. Hope and pray the market stays hard.
   
   

Our focus at ELEVATION180 has always been to help Agencies and Producers predictably grow their books of business organically.

One of the biggest insights we’ve gained from working with hundreds of Agencies and thousands of Producers is that not all Producers are equal when it comes to predictable growth and the tough decisions needed as to when and how much to allocate resources.

Most Agencies struggle in determining the right people to invest in so the solution typically is to invest in everyone equally or none at all. That strategy typically results in suboptimal results as 80% of the Producer force isn’t going to predictably grow by obtaining new business consistently.

So the million dollar question is how do you pick and choose the Producers that will consistently and predictably grow by obtaining new clients and at the same time retain their best clients for the long term.

We’ve been asked this million dollar question many times. As a result, we created a framework filter for Producer Predictable Growth. We call it the Six Types/Levels of Producers.

Here’s how it works:

There are 2 Categories: OFFENSE and DEFENSE, and each has 3 types/levels.

OFFENSE - Growth-Oriented Producers

Those Producers who are constantly looking to score by obtaining new clients to continuously grow their book of business.

1. Newbies

• Characteristics: Fresh to the business, excited but inexperienced, and often scrambling to figure out how to grow.
• Revenue Range: $0–$300,000.
• Challenges: Lack of techniques, knowledge, and confidence.
• Opportunity: With guidance and training, newbies can develop the skills needed to transition to the next level. They are eager but need a structured pathway to success.

2. Expanders

• Characteristics: Producers with a solid start, typically managing a book of $300,000 to $750,000. They are writing as much business as they can but lack efficiency and strategy.
• Challenges: Often hit a capacity ceiling due to time constraints and lack of systems.
• Opportunity: Coaching and tools to improve efficiency and target larger, more profitable accounts can help them break through. This is an area agencies should focus their growth efforts.

3. Top Guns

• Characteristics: Experienced and capable producers with books ranging from $750,000 to $3 million+.
• Challenges: They may feel stuck or struggle with transitioning from transactional selling to relationship-driven growth.
• Opportunity: Provide advanced strategies to target high-value clients and establish deeper connections. This is another area agencies should focus their growth efforts.

DEFENSE - Retention-Oriented Producers

Those Producers who are focused on protecting what they already have and not as focused or interested in going out and consistently growing new clients.

4. Stewards

• Characteristics: Often referred to as account executives, these producers are exceptional at retaining and managing existing business but are not focused on generating new accounts.
• Revenue Range: Typically $500,000-$1.5 million.
• Value: Essential for maintaining client relationships and ensuring stability within the agency.
• Limitation: While vital, they do not contribute significantly to new business growth.

5. Legacy

• Characteristics: Experienced producers, often 25+ years in the business, with well-established books of business.
• Strengths: Serve as mentors and sources of institutional knowledge.
• Limitations: Tend to focus on maintaining their current book rather than pursuing growth. While valuable, their old-school methods can sometimes conflict with modern strategies.

6. Static

• Characteristics: Producers with sizable books ($300,000 to $1.5 million+) who have plateaued and shifted into a resource-demanding, unproductive mindset.
• Challenges: Often resistant to change, these producers demand more from the agency without contributing new business. They can drain resources and morale.
• Risk: Agencies must carefully manage these individuals, as they can disrupt growth efforts and organizational culture.

How to Have More Predictable Growth in 2025

Reflecting on this framework, we’ve seen firsthand how understanding these six levels transforms agency management. It’s not just about categorizing—it’s about action. By focusing on producers with the most growth potential and having the tough conversations with those who drain resources, agencies can unlock exponential growth.

Where do your producers fit? Whether you’re on offense or defense, this framework provides clarity and direction. Let’s start a conversation about how to drive more predictable growth in 2025 and do it in less time.

In the next two blogs of this series, we’ll dive deeper into each category—OFFENSE and DEFENSE. We’ll explore how to optimize and support each type of Producer to achieve predictable growth and long-term success. P.S. Want immediate tips? Download our "10 Surefire Ways to Elevate Your Performance" for free!

ELEVATION180 is a transformational coaching and mentoring organization that elevates your performance to achieve freedom, lifelong sustainable results, and a bigger future. Discover more by visiting www.ELEVATION180.com.

For insurance sales producers and agencies our GROWTH180 programs help you to transform your future by growing their book of business year after year.

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