if you're thinking that marketing is simply a waste-of-time activity, you're missing out on sales opportunities. Guaranteed. (Photo: Shutterstock)

As much as we'd like it to, consistent success in sales doesn't just magically happen. As sales organizations, insurance agencies need to take a very intentional approach to distributing time, resources and financial investments across both prospecting and marketing activities to find that sweet spot for sales success.

And if you're thinking that marketing is simply a waste-of-time activity, you're missing out on sales opportunities. Guaranteed.

Prospecting and marketing go hand-in-hand

Prospecting and marketing should be intentional activities that producers and the agency engage in on a daily basis. The purpose is to stir up interest among potential clients, and once the interest is out there, those potential clients want to scratch that itch and learn more about you. They're either looking to reinforce a preconceived belief so they can quickly check you off the list as irrelevant or reinforce the seed of a belief that they should learn more about you.