The client’s regional sales operation had plateaued. Despite having solid brand recognition and long-standing clients, 80% of their new business came from referrals and renewals — leaving them vulnerable to market saturation and competitor encroachment. Their field agents had limited exposure to structured in-person selling outside of community referrals, and many lacked confidence approaching cold prospects. Event presence was inconsistent, and there was no unified process for tracking performance or setting goals across their teams.
Leadership admitted they were “busy, but not growing.” Their agents were attending local fairs, expos, and enrollment events, but lacked a strategy for engagement, storytelling, or converting interest into sales on the spot.
Over a 12-week period, the client saw:
A 32% increase in new policy sign-ups compared to the previous quarter.
55% improvement in follow-up appointment rates from in-person events.
Agents reported a 40% boost in confidence and clarity on how to approach cold conversations.
The regional team adopted FPA’s “event playbook” permanently, making it the foundation for all future activations.
FPA partnered with the regional director to modernize their field sales strategy — not through automation, but through people-centered systems that restored discipline, consistency, and energy to the team’s selling approach.
Sara Ahmed
