Sales Management Toolkit

Manage Your Sales Process

This toolkit provides an outline of the steps necessary to manage the sales process and is adaptable to the needs of an individual producer or the agency sales staff.


The scope of the sales management role and responsibilities will depend on the agency and the degree of additional roles the sales manager has as agency owner, manager or producer. The scope may also depend on the degree of non-producer selling such as cross-selling and other agency marketing strategies.

The producer agreement will define the framework for producer expectations, responsibilities and compensation. A producer agreement is necessary to protect the interests and rights of both parties, but especially the agency's goodwill and trade secrets. All agreements should be developed or reviewed by qualified legal counsel.

Hiring the "right" producer depends on your agency – culture, clientele or community. A growing trend in the industry is to hire salespeople from outside the industry with a successful, track record in consultative selling and/or to a target prospect segment. Regardless of how candidates are sourced, a careful process is necessary to avoid wasting agency resources on hiring mistakes.

Whether you are hiring a new producer or managing seasoned producers, producer development is an ongoing process, from initial training and orientation to continuing education and the pursuit of income and career fulfillment. No matter where the producer is in his or her career, the sales process is the same and consists of the following elements:

  1. Identify prospects within a targeted segment
  2. Acquire intelligence on prospect including decision-makers
  3. Get on decision-maker's radar and build credibility through systematic contact/drip marketing
  4. Get opening appointment
  5. Prequalify opportunity
  6. Gain competitive position
  7. Gather underwriting info
  8. Secure carrier proposals
  9. Present proposals
  10. Close
  11. Fulfill service commitments