Marketing experts at Sun Life Financial Inc. say this is a good time for life agents to work harder at selling benefits programs aimed at companies’ key personnel.

Increasing pressure and constraints on salaries are increasing the importance of executive benefit plans, according to executives at Sun Life Assurance Company of Canada (U.S.), Wellesley, Mass., an arm of Sun Life, Toronto.

Sun Life has responded by publishing a new business owner guide to help the agents who participate in its executive bonus marketing program.

The company also is developing a continuing education program that will focus on use of benefits in executive retention efforts, the company says.