In this batty insurance market, how do you sell value when everyone talks price? Even wealthy clients who can afford high premiums on their homes, toys and cars are complaining to agents and brokers. Enter the Private Risk Management Association, where executive director Diane Delaney brings years of experience on how affluent business can get sold. Brokers are “exhausted” from client renewal conversations, says Diane. It’s time for a refresher on value-based sales, she argues. The affluent market is just different — much more personal with wider coverage, and the language producers use is key. Phrases like, “My job as your risk manager and insurance advisor is to protect what’s most important to you and your family,” change the conversation. PRMA is a nonprofit association of 5,000 producers, carriers and service providers who manage risk for affluent clientele. Listen as Diane outlines the sales opportunity in this dynamic and growing market.

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