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Professional Selling for Insurance Brokers
In today’s highly competitive and ever-changing insurance marketplace, buyers value brokers for trusted information, expertise, and professionalism.

Course Objectives

Establish yourself as the kind of person any buyer would want as a partner, an insurance adviser or consultant who provides professional expertise. Discover the strategic framework to plan new business and a successful first visit, obtain a go-forward commitment, and manage your accounts.

Take this course on its own, or use it to complete the Sales Management elective for all Canadian Professional Insurance Broker (CPIB) streams.

Through a step-by-step process, role-playing, group exercises, and business case studies, PSIB will help you to acquire customers, retain customers, and expand your business.

Course Description

24.0 CE credits for General, Life, and Accident & Sickness licenses

This IBAC course is based on validated sales competencies developed by the Canadian Professional Sales Association in conjunction with Human Resources and Skills Development Canada.

Understanding and Managing Yourself
  • Personality traits for sales success
  • Effective use of time
  • Professional behaviour and development
  • The psychology of selling—influencing buying decisions
The Selling Process
  • Getting the appointment
  • Developing an effective prospecting script
  • The 8-step consultative selling process
  • Managing client meetings
  • Developing your presentation skills
  • Negotiating skills and techniques
Business Creation
  • Strategic territory planning
  • Establishing criteria for competitive analysis
  • Generating a comprehensive strategy for profit maximization
  • New business prospecting
Building and Managing Your Business
  • Keeping your customers
  • Building long-term relationships with your customers
  • The account management process
  • Allocating your selling time according to account classification

Testimonials from Brokers with All Levels of Experience

Who Should Attend
Account managers and sales and service staff

Glenn R. White, CAIB, CSP, AIPC (facilitator)
With decades of experience as a broker, a brokerage partner, an association chair, an advocate on many industry and government committees, and a facilitator, Glenn has the background to offer a well-grounded, practical, and informative course. He was recently appointed Champion of IBAC's National Best Practices Commission and Dean of IBAC's Elite Force—Best Practices Producer Academy. Having earned both the CSP (Certified Sales Professional) and the AIPC (Associate in Insurance Production Canada), he is certified by the Canadian Professional Sales Association (CPSA) to instruct Professional Selling for Insurance Brokers and by the Independent Insurance Agents & Brokers of America (IIABA) to instruct Elite Force—Best Practices Producer Academy.

Course is offered based on demand. If you are interested in taking it, please let us know. 

Questions? Comments? Suggestions? In-House Requests?

Contact us.

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