This article is designed to show you a few simple ways to maximize your best opportunities in the annuity market today. If your looking for an analytical, number crunching, brain numbing, education please stop reading now.

For years, the S&P 500 has acted as the measuring stick for all equity based investment opportunities. With the last few years of massive expansion in the equity markets and the proliferation of S&P 500 Mutual Funds, I believe the opportunity to sell Equity Indexed Annuities is better than it ever has been.

You see, the large financial market makers and fund managers have made the S&P 500 the most talked about and watched index in the country. As they continue to "romance" the senior market, they have also provided an important service to you, the agent. Your clients and prospects are now educated on the idea of participating in a broader market index to diversify their risks and maximize their returns.

Many agents across the country continue to sell against the market rather than "re-tool" and join in the fun. As you continue to market yourself remember one important idea: "Sales is your career, the product changes." It is essential that you have a quality Equity Index Annuity in your portfolio of products. There has been more energy spent debating over which Index Annuity is the best than has been spent trying to sell them. There are a number of solid products from highly rated carriers available, don't get too bogged down by over researching the product. Find the one that fits your personality and can allow you to meet your financial goals. Next, focus in on a winning game plan.

Just weeks ago, Fed Chairman, Alan Greenspan shook up the market with his statement about, "irrational exuberance." What we need to recognize is that Mr. Greenspan reached into the heart of the matter. There are many current economic reasons for this extended Bull Market. One fundamental reason that directly affects your success is that many people are rapidly approaching retirement with what they feel is an inadequate amount of money. Every day in America, over 10,000 people turn age 65 and not all of them have accumulated sufficient wealth. This has driven more money into the equity markets and in turn, driven up prices. Relatively modest interest rates have also acted as a magnifying glass during this period. People no longer see the market as a wild animal with aggressive changes in direction. Its kind of like a tiger with the claws removed . . . but the teeth are still there! You need to show your clients how to let the tiger keep its teeth but to quickly muzzle it when it turns on them.

To maximize your opportunities, focus in on these primary issues. One of the best tools at your disposal is a simple and up to date chart of the S&P 500 Index showing the historical performance over the last 5 and 10 years. This visual aid clearly shows the market growth available to the client. However, it is the index annuity that provides the stability and guarantees (the muzzle) that most clients desperately desire and need. Market participation without all that nasty market risk.

The Senior Market continues a risk averse attitude. Will they give up a little yield for some guarantees? You Bet! If you can remember this, you will love marketing Index Annuities. Minimum guarantees and liquidity features are still essential pieces to the puzzle. A properly designated beneficiary can eliminate the costs and delays of probate and don't leave TAX DEFERRED GROWTH out of your presentations.

To be successful in the long term, you must be willing to make short term adjustments. Work with today's market cycle to meet the needs of your clients.

You know that your senior clients love the idea of safety, tax deferred yield with guarantees, and the liquidity of a fixed annuity. What they don't like is sitting on the sideline watching, as the equity market continues to expand. Market growth without market risk, this is a powerful sales tool and can make the difference in today's competitive environment. Remain flexible and watch for market adjustments this year. Addressing these short term events will make you a persistent, long term success.

Mr. Unkefer is an industry consultant involved Senior Market product design and national marketing distribution. He has been invovled in a number of succesful product introductions on a national scale. Mr. Unkefer can be contacted at 1-800-523-5851.