Most Agency Owners Confuse This for a Business Plan

It’s common to hear rep agency owners say, “We’ve got a solid plan for the year.”

Usually, they mean a collection of sales goals, maybe some marketing ideas, and a few new lines to pursue.

It sounds reasonable after all, you’re busy, and you know your numbers.
But here’s the uncomfortable truth: a list of targets is not a business plan. It’s a scoreboard.

And scoreboard thinking keeps even the smartest agency owners stuck in reactive mode.

You Don’t Need a Better Plan. You Need to Think Differently About Planning.

A business plan isn’t just about hitting numbers, it’s about making leadership decisions in advance.

That means asking harder questions:

• Where do we say no this year?

• What kind of clients and manufacturers do we want to attract or avoid?

• What’s the single most valuable skill our team should be better at six months from now?

Most plans don’t include these questions. They focus on revenue, not relevance.
They track effort, not clarity. And that’s why many agency teams stay busy but misaligned.

Make It Strategic: 5 Signs Your Plan Is Actually Leading

Use this quick check to pressure-test your 2024 plan:

✅ Aligned – Can every person on your team explain your top 3 priorities without guessing?
✅ Directional – Does it shape how you make decisions, or just describe what you hope happens?
✅ Selective – Does it help you filter which manufacturers or initiatives don’t belong?
✅ Resource-Smart – Does it direct time, attention, and talent intentionally not just budget?
✅ Adaptable – Can it flex when the market shifts without losing focus?

If not, it’s time to move from tactical hustle to strategic leadership.

Your agency’s growth won’t come from chasing more it will come from deciding better.
And that starts with a real business plan, built from leadership choices, not just sales goals.

If this sparked something for you, the next step isn’t more content.

I offer a Leadership Breakthrough Call for manufacturers’ rep agency owners who want clarity on where their leadership is creating momentum and where it’s quietly holding the business back.

It’s a focused, diagnostic conversation. Not a pitch.
You can book that conversation directly here: https://calendly.com/chris-mindset-conquest/30-minute-call-w-chris-atwell 

Chris Atwell
Sales & Mindset Coach
Mindset-Conquest