Dear sales leader: Stop setting your producers up for failure.

Cold tactics, calls and emails, they don't work like they used to. And if you continue teaching your prospect producers, forcing your producers to use those channels as the primary mode of prospecting, you're going to continue having a turnover issue at your at your agency, because you're setting them up for failure. Again, please hear me out. I'm not telling you not to do that. But if you also give them an opportunity to build a brand, to leverage these forms of prospecting in the channels I've been sharing in social media, webinars, speaking, podcasting, you know what you're letting them do? You're letting them build their brand, which is what they have to do today. But you're giving them that chance to build the awareness and the credibility they need to win the business. And the most unintended consequence of this entire philosophy is they will love what they are doing.