PIA Connection Online

Independent agents have no shortage of education options. Most professional designations teach the technical side of insurance — policy forms, endorsements and regulatory requirements — and they do it well. But agencies don’t grow on technical knowledge alone.

Success in the independent channel depends on applied abilities: guiding client conversations, identifying unmet needs, communicating value, managing workflows and adapting to new tools and expectations. Those capabilities are often learned informally rather than taught in a classroom, creating a gap between technical expertise and everyday agency performance.

The Certified Professional Insurance Agent (CPIA) designation was developed to address that gap.

Originally centered on sales and marketing, the program delivers hands-on training agents can apply right away from prospecting and consultative conversations to retention and account development.

PIA is also expanding the curriculum into additional operational areas. “Agents consistently tell us the CPIA curriculum delivers immediate value because it focuses on the business side of the agency,” said Mike Skiados, CEO of PIA. “The sales and marketing training has proven its value, and it highlighted a broader need. Agents want education that supports the entire agency operation, so we’re looking at expanding the program into areas like ethics and technology adoption.”

Rather than emphasizing memorization or exams, CPIA stresses real-world application. Participants leave with techniques to communicate coverage more effectively, strengthen relationships and support growth.

“I like that the program is centered around growing business and doing it the right way,” said Mike Skeele, president of Skeele Agency, Inc. “Most of my staff have CIC or CISR designations, but CPIA’s focus on sales is an important skill in a relationship-based industry. You have to sell yourself as well as the coverages and the companies you represent.”

Practical Skills for Agency Growth

To earn the designation under the current sales and marketing track, participants complete three one-day seminars. The emphasis is not on pressure tactics but professional guidance helping clients understand options and make informed decisions.

“It helped my staff feel more confident asking questions, finding opportunities and explaining coverage so clients can choose what makes sense for them,” Skeele said.

Each seminar follows the lifecycle of an account:

• Position for Success focuses on prospecting, marketing plans, pipeline management and measurable production goals.
• Implement for Success moves into consultative selling, needs assessment, fact-finding and proposal presentation.
• Sustain Success concentrates on retention, service standards, referrals and E&O best practices.

More Than a Lecture

CPIA programs are designed as interactive learning environments where participants actively contribute to the discussion. Instructors facilitate conversations that allow agents to offer their own perspectives.

“CPIA seminars are interactive classroom environments where agents share real experiences,” said Tracy Oestreich, agency principal at T4 Insurance Solutions. “There’s a lot of discussion, and you learn what works and what doesn’t from other agencies.”

Participants also leave with tangible resources they can put to use right away. “The study packets are full of checklists, questions to ask, risk analysis ideas and E&O loss-prevention tips. It feels like an agent toolkit you can put to work right away,” Oestreich said.

Valuable for Both New and Experienced Producers

The program serves agents at different career stages in different ways. For the sales and marketing program,  new producers gain structure for conducting client conversations and building pipelines, while experienced agents often use it as a reset.

“You can get stagnant doing the same routine for years,” Oestreich said. “These classes rejuvenate you and give reminders so you approach clients with fresh energy.”

Practical and Attainable

Accessibility is another factor behind CPIA’s popularity. The sales seminars can be taken in any order and there is no exam. The program also offers several ways to maintain the designation so agents can choose what works best for them. They can retake one of the three core seminars, participate in one of the specialized topic sessions, or pay an annual membership fee.

“It’s easy to complete. You can attend virtually or in person,” Oestreich said, noting her state association, PIA of Wisconsin, schedules courses alongside its convention so agents can attend with minimal disruption.

“It’s an easier designation to complete, but it still delivers real value,” Skeele added.

To learn more about the CPIA program visit: https://www.pianational.org/home/educate/CPIA