An insurance giant is trying to win over variable products sellers by doing more to woo the staffers who help them make their sales.

Hartford Financial Services Group Inc., Hartford, says it is developing a Web-based forum specifically for sales assistants.

Hartford also is starting to develop a sales assistant steering committee, to guide development of training presentations for sales assistants, and of marketing projects that might affect assistants and their brokers, the company says.

Hartford began ramping up efforts to reach brokers’ sales assistants in 2007, by starting a sales assistant newsletter and hosting regional forums for assistants.

A sales assistant survey shows that 24% want to become brokers, 41% hold a Series 7 license, and 14% hold a Series 6 license, Hartford says.