Consultative Selling and Negotiations

July 9-10, 2019 • Dallas, TX
November 12-13, 2019 • Scottsdale, AZ
March 10-11, 2020 • Hunt Valley, MD
July 7-8, 2020 • Rolling Meadows, IL
November 17-18, 2020 • Scottsdale, AZ
For all brokers, managing general agents and underwriters who transact business and have relationships with clients

About the Program

WSIA’s Consultative Selling and Negotiations is a customized sales training program for any surplus lines professional who transacts business. The program is offered regionally throughout the year in small group settings, so participants receive individualized instruction. The program is co-produced by Richardson, a leading global sales training and strategy execution company, well-versed in sales training within the surplus lines market.

Consultative Selling and Negotiations is not about hard sales tactics. The curriculum prepares participants to develop relationships and place focus on their customers rather than themselves. In addition to discussing expectations in transactional relationships, the two-day program covers skills of selling and negotiating and insight into individual strategies and habits.

Learn more about Consultative Selling and Negotiations in the informational program brochure

Watch a short video to learn more about Consultative Selling and Negotiations and what past attendees have to say about their experiences.

Who Should Attend

The program is designed for all brokers, managing general agents and underwriters who transact business. It is most beneficial to those E&S professionals who have relationships with clients.

Registration and Fees

  • The July Consultative Selling and Negotiations program is full. To be notified directly when registration opens for the November Consultative Selling and Negotiations programs, please fill out this waitlist survey.
  • Registration is $1,045 per participant.
  • Hotel accommodations are the responsibility of the participant.
  • Contact Denise Marshall,, with any questions. 

What Alumni Have To Say

“The small group setting is ideal for learning. Also, the role playing is structured in a way (small table groups) where you are not intimidated and can practice techniques that you are learning through the day. The class moves along at a pace that keeps you awake and engaged. Well thought-out and put together materials.” 
Kristen Horlacher, Superior Underwriters

“The class itself really makes you think about every single interaction you have daily. It gives you the opportunity to slow down and develop your sales and negotiation skills. It helps you understand how carriers/underwriters and brokers do business every day and what they value most of all. It gives you the opportunity to develop your value proposition clearly and concisely.”
Trey Renno, RPS

Read more feedback from past attendees about their Consultative Selling and Negotiations experiences. 

Schedule of Events

Tuesday, July 9
7:30 - 8:30 a.m. Continental Breakfast
8:30 a.m. - Noon Training Session
Noon - 1:00 p.m. Lunch
1:00 - 5:00 p.m. Training Session
Wednesday, July 10
7:30 - 8:30 a.m. Continental Breakfast
8:30 - 11:45 a.m. Training Session
11:45 a.m. - 12:30 p.m. Lunch
12:30 - 2:30 p.m. Training Session

Session Location

AmWINS Dallas
5190 North Central Expressway, Suite 500
Dallas, TX 75206

Hotel Accommodations

The Magnolia-Park Cities
6070 N. Central Expressway
Dallas, TX 75206
**ask for the AmWINS rate if calling. Use code AMWI if booking online**

The Highlands Dallas, Curio Collection by Hilton
5300 E. Mockingbird Lane
Dallas, TX 75206

Travel Information

Participants should schedule travel to arrive on site before 8:00 a.m. on the first day and depart the training site after 2:30 p.m. on the second day. Please consider your travel time when making airline reservations.   

Consultative Selling and Negotiations Program Cancellation Policy

  • Cancellation through May 28, 2019 will result in a full refund, less a $50 processing fee. 
  • Cancellation between May 29 and June 11, 2019 will result in a 50% refund.
  • No refund is offered after June 11, 2019.
  • Should you cancel after June 11, 2019 you will have a limited time opportunity to substitute someone else at your firm as an alternative to the above refund policy.
  • All requests must be made in writing to Denise Marshall,