In this solo episode of Business Refocused, Lindsay sits down with sales coach and founder of The Sales Collective, Steve Heroux, for a direct and eye-opening conversation about why so many agencies struggle with producer hiring, motivation, and growth.

Steve shares his journey from a painfully shy kid to a top national sales performer, and now a coach helping organizations rethink how they hire and develop sales talent. He breaks down why most agencies are unknowingly sabotaging their growth by posting generic job descriptions, hiring based on “likability,” and underpaying top performers.

They also unpack some hard truths:

• Why you cannot “motivate” an unmotivated producer
• What a bad sales hire really costs an agency
• Why industry experience is often overrated
• How the wrong compensation structure limits profitability and long-term value
• Why hiring based on instinct instead of assessment leads to high turnover

Steve introduces the idea of “sales DNA” and explains why identifying the will to sell matters more than a resume full of licenses. The conversation challenges agency owners to rethink how they recruit, pay, and structure their sales teams if they truly want sustainable growth.

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Show previously named Insurance Refocused