Agency Operations and Sales Management

Course Overview

The Agency Operations and Sales Management course provides a comprehensive foundation in how insurance agencies are formed, structured, and managed within the wider insurance distribution environment. It equips learners with the knowledge and practical competencies required to understand the principal–agent relationship, carry out producer responsibilities, manage agency operations effectively, and drive sustainable sales performance.

Drawing from core principles of agency law, organizational management, sales leadership, and personal production planning, the course guides learners through the legal duties of agents and principals, the operational frameworks that support an agency’s daily functions, and the strategies required to build a strong market presence. It blends legal concepts, operational insights, and sales techniques to prepare producers, sales managers, and agency leaders for real-world performance.

Learning Objectives

After completing this course, you will be able to: -

  • Explain the principal–agent relationship, including the legal duties, obligations, and remedies owed by both parties in an insurance agency context;
  • Differentiate between the roles of agents, producers, and brokers, and describe how these roles operate within insurance distribution channels;
  • Apply core organizational management principles to the structure, leadership, and administration of an insurance agency;
  • Evaluate key operational functions of an agency—including compliance, accounting, reporting, client servicing, and ethical conduct—to ensure professional performance;
  • Demonstrate effective sales and negotiation techniques used by high-performing insurance producers to identify prospects, manage interactions, and close sales
  • Develop actionable sales plans, including personal production strategies, target setting, activity planning, and time management practices required for consistent performance;
  • Apply client relationship-management principles to strengthen customer experience, retention, and long-term loyalty within an agency environment;
  • Analyze operational challenges faced by agency managers and propose practical solutions that align with legal duties, organizational goals, and market expectations;
  • Promote a strong public and market image of the insurance agency, positioning it as a trusted, professional, and customer-centric institution; and
  • Integrate operational, legal, and sales management knowledge to contribute effectively to the growth, efficiency, and professionalism of an insurance agency.
Download Course Brochure

Module 1: Course Overview

Module 2: Agent's Duties and Remedies

Module 3: Insurance Producers and Agency Law

Module 4: Producer Licensing

Module 5: Insurance Agency Contracts

Module 6: Legal Forms of Organization

Module 7: Operating Affiliations

Module 8: Organizational Management and Planning

Module 9: Organizational Management and Organizing

Module 10: Organisational Management and Leading

Module 11: Organizational Management and Controlling

Module 12: Agencies and Sales Management

Module 13: Sales Management Systems

Module 14: Agency Sales Management Planning-Developing a Process

Module 15: Sales Management Organizational Structure

Module 16: Agency Sales Management Operations-Staffing and Producer Hiring

Module 17: Agency Sales Management Operations-Producer Compensation and Performance

Module 18: Agency Sales Management Case Study

Module 19: Personal Production Plan Process

Module 20: Personal Production Plans Summary

Module 21: Time Management

Module 22: Negotiation

Module 23: Personal Production Plan Case Study

Price: $235

This Course includes:

   Text-based content

   5 Weeks