Want to grow your commercial lines book? Stop doing these three things now.


We all know the quote about the definition of insanity. “Insanity is doing the same thing repeatedly and expecting different results.” The truth is, we keep doing the same things repeatedly because it’s less complicated than change. It’s also easier to lay blame if someone or something just won’t bend, no matter how hard you try.


With the New Year around the corner, we’ll soon start thinking about our News Years Resolutions. The things we promise to improve upon but most of the time end up going back to the same old bad habits by the end of March.

But this year will be different, right? If you’re sick of looking at flat-lined fiscal projections year after year, no one needs to remind you they’re not going to fix themselves. Change must start at the top and here’s three things you should stop doing right now.

1. Stop procrastinating.

One of the reasons we procrastinate is fear. We fear taking on more than we're able to handle. We fear failure. We even fear success, because when we’re successful we’ve raised the bar. A lot is expected from those who are successful.

You and your commercial lines team have talked about exploring new technology like a commercial management system to grow your commercial book. Talking is good, but all talk with no action is the root of procrastination.

2. Stop saying ‘maybe.’

Nike’s slogan is, “just do it” not “maybe do it.”

Saying ‘maybe’ could mean you’re stuck and can’t decide. The reason you can’t decide is because you don’t have enough information to make an informed decision. So, rather than pick up the phone and get answers to your questions, you just let it slide with another year of ‘maybe.’

Perhaps you don’t know which questions to ask, or you don’t want to look out of touch in front of your staff. As Steve writes in his blog about “the Broker Experience,” start with questions, like:

  • What are the things at work that keep you from really killing it?
  • What are the mindless things you do that you'd rather not do?
  • How much time do you spend doing these mindless things?
  • How can you improve your day-to-day work environment?

Asking your commercial lines staff to answer these questions is the first step in helping you climb out of your ‘maybe’ rabbit hole once and for all.

3. Stop jamming square pegs into round holes.

This is the real definition of insanity. This goes far beyond doing the same thing repeatedly and expecting different results because the tool you’re using to get the job done wasn’t the right tool to begin with. It’s like eating soup with a fork. It can be done, but not well.

If your brokerage has been around for 25 years or more, you may have been forced to jam square pegs into round holes previously because technology options were limited. You had to add your commercial lines into a system designed for personal lines because that’s all that was out there.

Did it work? Sure. Is it as efficient as the technology available today? Nope.

If your commercial lines growth has flat-lined, or you keep doing the same things with the same software with little or no result, you’re setting yourself up for another disappointing year. It’s not going to fix itself, but it can be fixed, and we can show you how.

Policy Works has been helping commercial insurance brokers grow their book of business for over two decades. Contact us today if you’d like to learn more.

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Topics: Commercial_lines, profit, revenue