Three Ways to Drive More Annuity Sales—Without Working Harder
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In today’s competitive landscape, annuity advisors need more than product knowledge—they need practical strategies to get in front of new clients, uncover hidden opportunities with existing ones, and close business with confidence. Here are three proven tactics to help you do just that.
1. Turn Educational Events into Prospecting Engines
The key to turning seminars and webinars into goldmines is positioning the event around a client concern, not a product. For example:
- “How to Create Income You Can’t Outlive”
- “Protecting Your Retirement from Market Volatility”
Use simple registration tools like Calendly or Eventbrite, and promote through email, social media, and local partnerships. Keep the presentation short, story-driven, and focused on outcomes. Follow up within 24 hours with a personalized message and a clear next step—like a 15-minute strategy call.
Bonus tip: Record your webinar and repurpose it into bite-sized clips for LinkedIn or email campaigns.
2. Mine Your Existing Book for Hidden Opportunities
Your current clients may be sitting on untapped annuity potential. Use these triggers to spark new conversations:
- Life changes: Retirement, inheritance, sale of a business, health issues, or loss of a spouse
- Policy reviews: Offer a complimentary annual review to uncover gaps or outdated strategies
- Tax season: Position annuities as a tool for tax deferral and income planning
Don’t assume clients remember everything you’ve told them. Re-educate them with fresh language and updated visuals. A simple email like “Let’s revisit your retirement income strategy” can reignite interest and open the door to new business.
3. Sharpen Your Sales Process with Micro-Commitments
The best sales process isn’t pushy—it’s progressive. Micro-commitments build trust and momentum without overwhelming the client. Try this sequence:
- Step 1: Offer a short discovery call focused on their goals, not products
- Step 2: Share a personalized strategy summary (not a quote)
- Step 3: Invite them to a second call to walk through options together
Each step should feel like a service, not a pitch. Use branded visuals, clear language, and a tone that says, “I’m here to help,” not “I’m here to sell.” Advisors who master this rhythm often see higher conversion rates and stronger client relationships.
Summary:
You don’t need more hours in the day—you need smarter systems, sharper messaging, and a mindset focused on service. Whether you’re prospecting, re-engaging, or closing, these strategies can help you grow your annuity business with less friction and more impact.
Want help implementing these ideas? Reach out to us—we’re here to support your success.
Contact our team today to get appointed, access training materials, and start offering this breakthrough solution to your clients. : 800-200-9194.
info@twhagency.com
~ Greg Skogsberg
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We now have annuity contracts with FORTY-ONE carriers. More than any other FMO! And this is just one of the reasons we are The #1 Concierge FMO in America!
Gregory B. Skogsberg
Greg is the President of TWH Agency with 20+ years of professional experience. Greg is a seasoned management consultant who has worked for organizations of all sizes in locations all across the country.
