Transactional District Managers Become Strategic Trusted Advisors


Our client, a major insurance company with a traditional agency model, had been battling for survival against web-based competitors for a decade, and it desperately needed to strengthen its customer retention by delivering a superior customer experience.


Our insurance client engaged us to transform its agent network into a value-driving differentiator. Focusing on district managers (DMs) in select regions, we coached them in behavior change that shifted their role with agents from transactional and compliance-driven to consultative, strategic partners.

After agents experienced the rewards of co-creating sales solutions with their DMs, they replicated that behavior with customers.


  • DMs selected “focus agents” as the target of missions between each coaching session of the Trusted Advisor journey.
  • Focus agents outperformed non-focus agents on bundling of multiple service lines and initial customer retention.
  • Focus agency owners were more than twice as likely to consider their DMs to be Trusted Advisors.
  • Focus agency owners were 40% more likely to agree that their DM relationship directly affected their ability to improve customer experience.
My DM now communicates with me and honestly cares about my business. I couldn't be happier with the relationship.

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