The Six Types of Producers: Diving into Offense

Last week, we introduced the concept of The Six Types of Producers for GROWTH. The future viability of any business depends on growth. The insurance industry is highly competitive and will continue to be, especially as consolidation becomes the norm. The most valuable agencies are those that are profitable and have a proven track record of ORGANIC GROWTH.

The Pareto Principle states that 80% of outcomes come from 20% of causes. Similarly, 80% of growth comes from 20% of Producers. The magic formula for predictable growth is identifying the 20% of Producers who will drive 80% of new revenue.

When we discuss this with Agency Owners and Chief Sales Officers, our first recommendation is to review each Producer and assign them to one of the six levels or types. Surprisingly, those with the most seniority or the largest books of business are not always the Producers you can count on for predictable growth in the future. That’s why it’s critical to understand the difference between Producers who are on OFFENSE—Growth-Oriented Producers—and those on DEFENSE—Retention-Oriented Producers. While both can be valuable, they are not equal when it comes to deciding who and how much to invest in.

By using this framework and allocating time and resources accordingly, you can reliably predict where your future GROWTH will come from.

Today, we will focus on the three levels of Producers on OFFENSE. These are the Producers you can count on for future GROWTH. We’ll explore their characteristics, the opportunities they have, the obstacles they may face, and the action items to maximize growth for each of the three levels.

Level 1: Newbie

Who They Are

Newbies are producers with less than three years in the industry or at the agency. They generate less than $300,000 in revenue and are typically young, energetic, and full of ambition. While eager to grow, they are often in the “learning phase,” acquiring technical knowledge and sales skills.

Gifts/Opportunities:

• Relentless prospecting energy
• Curiosity and competitiveness
• Willingness to work hard and learn

Blind Spots/Obstacles:

• Lack of focus due to inexperience
• Limited confidence and credibility
• Heavy reliance on agency resources

Action Items to Maximize Growth:

• Transfer a few existing accounts to provide real-world practice with processes and systems.
• Pair with a veteran producer for mentorship and guidance.
• Implement mandatory product knowledge and sales training programs.

Level 2: Expander

Who They Are

Expanders typically have 3-5 years in the business and generate $300,000 to $750,000 in revenue. They are highly motivated, goal-oriented, and eager to grow faster and easier. While they have developed some strategies, they often need guidance to become a “Top Gun.”

Gifts/Opportunities:

• Confidence to specialize and build a bigger book of business
• Energy to put in the work and grow by 5-10x
• Experience to start refining their expertise in 3 verticals

Blind Spots/Obstacles:

• Lack of discipline or time for preparation and practice
• Overwhelmed with accounts that may not align with long-term goals
• Involvement in administrative tasks that detract from growth efforts

Action Items to Maximize Growth:

• Review all accounts to identify the best fits for long-term growth.
• Commit to regular preparation and practice time.
• Find a coach or mentor to guide them toward becoming a “Top Gun.”

Level 3: Top Gun

Who They Are

Top Guns are seasoned producers with more than three years in the industry and $750,000 or more in revenue. They are confident, strategic, and capable of handling larger, more complex accounts. These producers drive significant growth and select their clients with precision.

Gifts/Opportunities:

• Proven ability to grow and handle complexity
• Expertise in 2-3 verticals
• Capacity to tackle larger, high-stakes accounts

Blind Spots/Obstacles:

• Limited time due to their success and number of accounts
• Administrative involvement that reduces focus on production
• Risk of plateauing without the right support systems

Action Items to Maximize Growth:

• Free up their time by offloading administrative tasks to support staff.
• Provide a strong support team to enhance growth opportunities.
• Invest in professional coaching to maximize their potential.

The Power of Offense

The offensive producers are the driving force behind predictable growth. Agencies that invest in their Newbies, Expanders, and Top Guns will see a significant return on investment. By aligning resources, mentorship, and training with each level’s needs, agencies can build a sustainable growth engine.

What’s Next?

In the next installment of this blog series, we’ll explore the defensive producers and their role in retaining business and supporting agency stability. Stay tuned for strategies to balance offense and defense for maximum success.

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

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 to achieve more growth in less time.

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.