Unlocking the Potential of Your Producers
Hiring producers is one thing—training them to succeed is another. In today’s competitive insurance landscape, agencies can’t afford to let producers sink or swim. They need structure, support, and strategy. At the Kansas Professional Insurance Agents Association (PIA), we believe that well-trained producers aren’t just good for business—they’re the future of the industry.
Whether you're bringing in fresh talent or refining the skills of experienced staff, here’s how to train producers for lasting success.
1. Set Clear Expectations Early
Start by defining what success looks like in your agency. Every producer should know:
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Their production goals (monthly, quarterly, annually)
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Expectations for prospecting and follow-up
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Minimum number of calls, meetings, and quotes per week
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The types of clients or industries your agency targets
Producers don’t need vague encouragement—they need a roadmap.
2. Teach Product Knowledge in Stages
Don’t overwhelm new producers with every policy type on day one. Instead:
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Start with your core product lines (home, auto, commercial, or life)
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Use real-world examples to explain coverages
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Reinforce learning with weekly quizzes or case studies
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Include common objections and how to handle them
Confidence comes from competence. Mastering one product area at a time builds momentum.
3. Role-Play Regularly
The best producers aren’t born—they’re built through repetition. Use role-playing sessions to practice:
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Cold calls and first impressions
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Discovery questions and needs analysis
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Quoting and presenting coverage options
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Handling objections and closing the deal
Role-playing should be a part of your culture, not a one-time exercise.
4. Provide Sales Tools and Scripts
Give your producers the tools they need to win:
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Email templates
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Voicemail scripts
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Quote presentation checklists
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CRM guidance
Scripts shouldn’t be robotic—they’re a starting point for confidence and consistency. The goal is to help producers find their voice, not silence it.
5. Pair Them with a Mentor
Nothing accelerates learning like shadowing a top performer. Set up mentorship programs where new producers:
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Ride along on appointments
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Listen in on real calls
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Debrief after meetings to review what went well—and what didn’t
Mentorship promotes skill transfer, accountability, and culture fit.
6. Focus on Relationship Selling
Train producers to ask better questions, listen intently, and solve problems. The goal isn’t to "sell insurance"—it’s to build trust.
Teach them to ask:
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“What keeps you up at night?”
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“What would happen if…?”
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“How can we make your life easier?”
Relationship-first selling builds retention and referrals—two cornerstones of long-term success.
7. Hold Weekly Coaching Sessions
Great producers need coaching, not micromanagement. Schedule weekly 1-on-1s to:
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Review activity and results
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Uncover roadblocks
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Celebrate wins
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Set specific next steps
Make these meetings short, structured, and focused on progress. Coaching creates accountability and motivation.
8. Recognize and Reward Progress
Training shouldn’t feel like a grind. Celebrate milestones:
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First sale
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First referral
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Hitting a weekly or monthly target
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Mastering a tough coverage
Public recognition and small rewards go a long way in building confidence and momentum.
9. Reinforce the Power of the PIA
Remind producers they’re not alone. As members of the Kansas PIA, they have access to:
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Continuing education
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Networking events
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Industry insights and news
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Sales and marketing resources
Encourage them to engage in the association early in their career—it builds knowledge and credibility.
10. Keep Training Ongoing
The best agencies never stop training. Create a culture of continuous improvement by offering:
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Monthly skill refreshers
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Guest speakers and industry panels
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Advanced sales techniques and product updates
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Peer-to-peer learning and open discussion
The insurance industry changes fast—your training should, too.
Conclusion: Training Is an Investment—Not an Expense
When you train producers the right way, they don’t just hit targets—they become leaders. At the Kansas PIA, we’re here to support your agency’s commitment to developing top-tier professionals who are confident, capable, and connected.
Want help building a producer development program? Contact us today. Let’s build something lasting—together.