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  • “Activity alone doesn’t guarantee success. But without enough of the right kind of activity, the chance is pretty darn slim.” — Al Granum

    Over a period of 25 years, Al Granum kept the records of successful life insurance professionals in his Chicago agency to track their productivity. They tracked qualified suspects (names of people who had the potential to become clients), fact-finders (meetings with prospects gathering information from them), and then tracking the cases opened, closed, and business submitted. These records were kept for over 150,000 suspects.

    Al and his staff analyzed these records over a 10, 15, 20, and 25 year period to look for trends.

    The results showed the representatives had to process 10 qualified suspects to find three who became prospects by divulging facts on themselves which led to appropriately one becoming a new client (10-3-1).

    In addition he found that those new clients came over the course of three years—with 60% the first year, 30% a year later, and 10% in the third year.

    The statistics also showed a consistency within the ratios of suspects to fact-finders and fact-finders to clients. Experience did not lead to be better results. While veteran representatives may become more selective about who they choose to work with, no representative should lose site of the importance of activity.

    Perhaps the most significant implication of 10-3-1 was that it provided predictability in an unpredictable business. You could use the benchmarks to determine how much activity was needed to meet your production goals.

    Hear it directly from Al

  • Al developed a formula that quantified success. It is unlikely that a study of this magnitude and longevity will ever be replicated. However looking at the careers like those featured here, built on these numbers, it is hard to argue with their validity still today.

    At its foundation, 10-3-1 demonstrates the importance of activity tracking. Much has changed in our business since Granum defined 10-3-1. What has not changed is the benefit you gain from tracking your activity. The only way for you to know what your ratios are is for you to track your numbers. Over time, this will allow you to better predict how much activity it takes in your practice to achieve your production goals.

    10-3-1 also provides a benchmark for efficient activity. It allows you to evaluate your own ratios and determine what opportunities you have to improve. For example, if your ratio of prospects to fact-finders is less than 10 to 3, then you can focus your efforts on building your skills on the phone or in your approach. When looking to enhance your skills, it is helpful to know what could have the greatest impact on your results.

    Al gave us quantifiable results and turned our intangible and uncontrollable business into a predictable science. He taught us to keep the focus on activity, not production.

    Hear from the Doc

    Dr. Barry Alberstein, Clinical and Consulting Psychologist with a Master’s Degree in Business Administration explains the value in the 10-3-1 ratio.

  • Bryan Austin, CFP®, CLU®, ChFC®, Wealth Management Advisor and Managing Director explains how he uses activity as an indicator of success in his business.


    Financial Representative Carl Polhemus, CLU®, ChFC®, talks about how the 10-3-1 formula gave him the confidence to start in this business.

    Paul Odland, CPCU, ChFC®, CLU®, Agency Field Executive describes the concept of key performance indicators.


    Jay DeFinis, CLTC, Wealth Management Advisor talks about the benefit of having a science to our business.

  • Think you are all that?

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    Put into practice with printable assessments, action plans, PowerPoint presentation, along with additional references materials.

    Based on your assessment results, determine you next steps to evaluate the 10-3-1 in your practice.


    At your next office or producer meeting, discuss the 10-3-1 formula using this PowerPoint.

    Related Materials

    The ideas expressed within these links have not been approved or endorsed by The Granum Center or The College. They are provided with the intent of expanding perspective and/or provoking thought.