Four Reasons Agents Don't Succeed

If you understand these basic barriers that may be holding your associates back, you can help them succeed by breaking down what’s hindering them.

November 14, 2014

Until Roger Bannister broke the barrier in 1954, the four-minute mile was considered physically impossible for the human body. After Bannister proved it was possible, a string of runners quickly followed suit, showing the assumption was wrong all along.

Think of the most influential people in your life: the coaches, teachers, and mentors who have challenged you to achieve more than you thought possible. If you’re like most, you have one or two of these very special people who make you a little misty-eyed when you recall their efforts. You revere their place in your life because they saw in you what you couldn’t see in yourself.

Get this: That can be you. As a broker, your role is to lead your team members to do what they don’t want to do today so they can earn what they want to earn tomorrow.

Serious sales professionals want to make big money. Your team members wouldn’t drive prospects all around town or give up weekends and evenings with family if they didn’t expect to be rewarded for those efforts. They know their income isn’t guaranteed like it would be if they chose a Monday through Friday, nine-to-five gig. They chose this course because they wanted to be in charge of their own unlimited earning potential. But sometimes they fall short. They may lose their hunger or not fully understand what it takes to be the best.

There are four very basic reasons for agents not doing what they need to do to reach their potential:

  • They don’t know how
  • They don’t know why
  • They are afraid
  • They are being influenced by past or current conditioning or beliefs

You’re there to lead them. The first step you need to take is to ask questions that will help identify why they’re hindered. Then you can provide the coaching they need to overcome their obstacle.

For the first two reasons, you may find you need to teach your agents how or why to do something. The third and fourth are a little more complicated. If your associates are afraid or otherwise limited by their beliefs, you will need to work on helping them change their thinking and mindsets. You know you’ve achieved your goal when their behaviors start to change — but you can’t stop there. You must continue the process by providing follow-through and by being their accountability partner.

Agents may not always like you for taking such an active role in their success. But when they win because of your coaching, you will earn that reverential place in their lives as someone who pushed them. You must coach them to blow past the four-minute miles of their own minds.

Jason Forrest is a sales trainer, management coach, member of the National Speakers Association’s Million Dollar Speakers Group, and author of three books, including his latest, Leadership Sales Coaching. Learn more at