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By making it worth for them - Take it into consideartion in performance appraisal . We all work for financial rewards and jobs satisfaction.
I specifically recruit pro-active employees. I give them the training they need and the confidence to make decisions with their customers. I make sure that I work with them closely enough that I can trust them to keep the good of the company at heart when making those decisions. My goal is to have Customer Service Reps that can speak for me to their contacts. I must continue to build my business on this premise because it is my goal to get too large for1-3 people to have a personal relationship with each policy holder that our agency insures.
Its not about encouragement its about setting an example to them because a good leader is a good follower. Being a boss is not always "I" "ME" or "YOU' but its always a "WE" factor. Its not also a reward and punishment appoach but its appreciation.