5 tangible steps to build a culture that attracts success
By Angelo Ganguzza
When you are tapped to lead an existing agency, you are often focused on specific challenges, such as improving production or developing stronger relationships with carriers and vendors. But what happens if you are launching an independent agency from scratch? Where do you focus?
It’s a question I had to answer four years ago when I was tapped to lead Green Tree Risk Partners, then an inactive member company of Pennsylvania Lumbermens Mutual Insurance Company (PLM). There was no roadmap to success. We were, as the saying goes, building the airplane as we flew it. My role was to make sure the landing gear worked and to keep the runway in sight.
On the way, I learned countless invaluable lessons about leadership and life. I also discovered that if you focus your efforts on building a thriving culture and cultivating a growth mindset within your agency, it will lead you to amazing results.
Why culture matters
Independent agency owners wear many hats. They are entrepreneurs, expert relationship builders and innovators. They have a deep understanding of market complexities, and they can rely on data to make better decisions than in the past. That is a good thing, because the number of obstacles agency principals face also keeps growing.
Some challenges, such as the economy, inflation and nuclear verdicts, tend to be cyclical. Others, like shifting consumer expectations and critical worker shortages, are emerging. A winning culture is the secret ingredient that agencies need to solve all these challenges.
The right culture sparks a spirit of innovation that agencies will need to achieve long-term success. It empowers employees to solve the pressing business challenges. And it encourages everyone to further their professional development for the betterment of the business.
Core elements of a strong agency culture
To me, the foundation of a strong agency culture is rooted in the Law of Attraction: What you think about, you bring about. Here are five tangible steps to consider in order to build a culture that attracts success.
- Create a solid plan. For us, launching Green Tree was about diversifying PLM’s primary business. We founded it on a simple concept: creating the opportunity to never have to say no. We performed the market research and identified our unique niche, providing value-added insurance for both wood-industry producers and customers.
Then we focused on building out our business plan. We secured licenses, launched our agency management system and established our first workflows. We also executed our first marketing plan to build awareness. - Build the right team. A strong culture touches every part of the organization, from production and accounting to customer service. That is why it is critical to find the best people and put them into roles where they can excel.
Look beyond a candidate’s individual skill sets. Seek out people with the right attitude and mindset who would thrive in your environment.
While we have been fortunate to hire people with diverse backgrounds and skill sets, one factor we find that fits into our culture well is a background in athletics. Athletes tend to be competitive by nature—they want to be the best. They have an intense sense of urgency. Athletes understand that when things are not going well—which often happens in a new agency—they need to adapt quickly. Plus, athletes are open to constructive criticism, both good and bad. - Lead by example. Successful culture begins at the top of an agency. Leading by example should not just be a phrase; it must be a guiding principle. Show your staff that you are actively involved in the day-to-day operations of your agency. Don’t ask team members to do things you would not do yourself.
Another excellent way to lead by example is to roleplay specific business and sales scenarios with your staff. As your employees interact with customers, they will face multiple objections and uncomfortable situations that they will need to negotiate. Effective roleplaying shows your team that you understand the stresses they encounter in the field. It also helps them build resilience and confidence.
Trust your people and the process. While you may not get immediate results, investing in a strong culture will create value over the long term.
4. Embrace a sense of urgency. One of the bigger mistakes I see some independent agency leaders make is that they become complacent. They may get stuck in workflows or processes that are no longer effective. Or they may not embrace technology as quickly as some of their competitors.
For these reasons, I believe building a sense of urgency is paramount when constructing a strong corporate culture, especially for new agencies. Make it clear to your employees that it’s okay to experiment and make mistakes. After all, your agency will always be tweaking its operations and refining its processes. By making it safe to fail, you will empower everyone in your agency to seize opportunity faster and stay ahead of the competition.
5. Commit to professional development. It is an agency leader’s responsibility to build a ladder so their employees can reach new heights. A good agency should encourage their staff to take charge of their own professional development. One way we accomplish this is to pair new hires with mentors. These experienced colleagues help our newbies hone their on-the-job skills and navigate workplace challenges.
Professional development also gives agency principals another prime opportunity to lead by example. Stay abreast of industry trends. Talk with your peers at networking events. Participate in panel discussions. Fine-tune your expertise. By investing in yourself, you will encourage your staff to do the same.
Trust the process
One last tip to remember when launching or running an independent agency: Trust your people and the process. While you may not get immediate results, investing in a strong culture will create value over the long term. At Green Tree, we took intentional steps to build a strong culture, worked with a sense of urgency, and achieved profitability at the end of year three after starting from nothing. We all share in that success.
Tremendous opportunity awaits for your agency, too. And it all starts by embracing a mindset of growth.
The author
Angelo Ganguzza is vice president and general manager of brokerage operations for Green Tree Risk Partners. As a member company of Pennsylvania Lumbermens Mutual Insurance Company, Green Tree operates as a wholesale brokerage and program business placement specialist, providing workers compensation, property, casualty, commercial auto and umbrella, and other coverages in eligible wood industry classes.
