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Shift in wholesaler focus has mirrored the changing demands of producers

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–Add value by showing product features and benefits.

–Maintaining constant “face time” to be in the right place at the right time.

–Little tiering of accounts and working with anyone who called.

–Rock-star wholesalers with strong connections can create sales through relationships only.

–Wholesalers use sales promotion budgets for golf and giveaways.

–Single channel makes conflict easy to manage.


–Help producers understand problems, issues and opportunities in new ways.

–Show producers new, better and creative solutions.

–Serve as an advocate for the producer with the life insurer.

–Moving to a large account focus and a complex product/solution focus.

–Trying to integrate sales process with other channels.

–Emphasis on partnering and building long-term relationships with key producers.

–Increased use of inside sales and other channels to improve productivity.

Source: Mike McKenna

Reproduced from National Underwriter Life & Health/Financial Services Edition, September 30, 2002. Copyright 2002 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.


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