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Proven sales effectiveness training program, created by LIMRA and Hoopis Performance Network, recognized for its innovation, effectiveness and customer satisfaction

WINDSOR, Conn. May 15, 2024 — For the fourth consecutive year, Trustworthy Selling was named one of the Top Sales Training Companies by Selling Power, Inc., the leading digital magazine for sales executives. The 2024 award program rates companies on the depth and breadth of their sales training programs offered, innovative offerings, client satisfaction and overall contributions to the sales training market.

Since 2013, Trustworthy Selling, developed by LIMRA and Hoopis Performance Network (HPN), has helped more than 30,000 financial professionals strengthen customer engagement strategies and improve productivity.

The sales effectiveness training uses tenets of behavioral economics and buyer and seller psychology to help financial professionals increase their productivity and improve their retention in our industry. Trustworthy Selling has a proven record of success. Upon completing the program, financial professionals saw an average increase of 46% in first-year commissions, a 25% increase in new clients, and their premium was up 32%.

“Recent LIMRA research shows the top three characteristics consumers value in an advisor are trustworthiness, experience and expertise,” said David Levenson, president and CEO, LIMRA and LOMA. “Trustworthy Selling teaches financial professionals the skills, behavioral techniques and market insights that can help differentiate themselves from the competition, build trust and rapport with prospective and current clients, and grow their business.”

Trustworthy Selling is available in learning editions for each stage of a financial professional's journey.

Each edition can be delivered in three ways — the full program; modularized, for a customized experience; or SkillSet, a one-day training session featuring two modules designed to increase sales productivity and business development skills.

“We are honored that Trustworthy Selling has been recognized for four consecutive years for its positive impact on financial professionals’ development,” noted Levenson. “For more than a century, LIMRA’s mission has always been to equip financial professionals with the knowledge and skills they need to provide financial security worldwide.”

To learn more about Trustworthy Selling and how it works, visit


Serving the industry since 1916, LIMRA offers industry knowledge, insights, connections, and solutions to help more than 700 financial services member organizations navigate change with confidence. Visit LIMRA at

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