The Six Types of Producers on Defense

Last week, we focused on the first three levels of Producers—those that are on OFFENSE. This week, we’ll be shifting gears to explore the other three levels of Producers—those that are on DEFENSE.

A Producer is someone who creates economic value, while those on Defense protect economic value. Both roles are valuable but serve very different purposes in driving and maintaining agency success.

Understanding where your GROWTH will come from and where your focus should be to retain GROWTH is critical for resource investment and allocation. Today, let’s delve into the three levels of “Producers” on DEFENSE by describing their:

• Characteristics
• Gifts/Opportunities
• Blind Spots/Obstacles
• Action Items to Maximize Retention

LEVEL 4: STEWARD

Description: Producers typically with more than 3 years in the business, generating $300,000 to $1,500,000 in revenue. These individuals excel at servicing and retaining accounts and are technically sound. They look and feel like producers in their client interactions but often align more closely with the role of an Account Executive. They depend on Levels 1-3 to obtain new business.

Gifts/Opportunities:

• Great technicians of insurance
• High retention percentage
• Excellent at reacting to client needs

Blind Spots/Obstacles:

• Commit to new business growth but seldom achieve it
• Over-utilize capacity on lower-level accounts
• Seek producer compensation plans

Action Items to Maximize Retention:

• Focus on producer support and retention
• Avoid pressure for new business quotas/budgets
• Offer bonus opportunities based on retention, not production

LEVEL 5: LEGACY

Description: Producers typically with 25+ years in the business, boasting valuable history with the agency. These individuals are often great mentors with strong relationships and an excellent reputation within the community. They retain their book of business but lack new business growth, often resisting change and adhering to an old-school philosophy. While they bring cultural value, they also tend to utilize significant agency resources.

Gifts/Opportunities:

• Serve as a source of knowledge
• Time available for mentoring
• Support the organizational culture

Blind Spots/Obstacles:

• Commit to new business growth but seldom deliver
• Heavily rely on experienced staff
• Strain staff capacity; the agency must assess if they can afford this support without growth

Action Items to Maximize Retention:

• Acknowledge and celebrate their long-term contributions
• Avoid pressure for new business quotas/budgets
• Structure bonuses to reflect mentoring results

LEVEL 6: STATIC

Description: Producers typically with more than 3 years in the business, generating $300,000 to $1,500,000 in revenue. These individuals focus solely on maintaining their book of business. They have often experienced new business growth in the past but are now content with their income and lifestyle. This comfort can lead to a lack of drive for growth. Statics tend to utilize significant agency resources and may resist change.

Gifts/Opportunities:

• Have demonstrated new business growth in the past
• Bring industry experience
• Possess potential for growth if mindset adjustments occur

Blind Spots/Obstacles:

• Commit to new business growth to maintain producer compensation but rarely achieve it
• Focus on doing less while expecting more
• Demand significant staff support and “free” resources

Action Items to Maximize Retention:

• Engage in honest conversations about aligning growth commitments with compensation packages
• Regularly review the ROI of their book of business
• Consider moving them to Levels 2, 3, or 4—or parting ways if necessary

Bringing It All Together

Recognizing and supporting the six levels of producers is essential for fostering agency growth and stability. While offensive producers drive new business, defensive producers play a crucial role in retention and sustaining the agency’s success.

Investing time and resources in understanding these dynamics ensures you’re maximizing the value of your team’s diverse talents. Whether you’re working with a Steward, Legacy, or Static producer, tailoring strategies to their strengths and challenges will help your agency thrive.

Stay tuned as we continue to explore insights and tools to empower producers at every level. Together, let’s build a stronger future!

P.S. Are you a producer on defense or a sales leader with many producers on defense?

Through our GROWTH180 programs, growth is predictable. On average, producers in our programs grow 24% year over year. If you’re interested in learning how, reach out to us. We’d be happy to schedule a call to discuss how we can help you live into your Bigger Future.

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.

For businesses, teams, and leaders, our ELEVATE180 programs help you transform your future by understanding yourself and your team to maximize energy, capacity, and capability.