To Sell More Permanent Life Insurance, Start with Why
- By Michael Hall
- January 28, 2016
Have you ever been at a loss for words? Have you ever been so emotionally impacted by another person, an event, or a situation that you did not know what to say? There is a reason for that and it is the same reason that many agents and advisors have a hard time convincing clients that permanent life insurance is a good asset to own.
In his book Start with Why, Simon Sinek points out that the key to communicating clearly with the decision-making portion of the human brain is a “why” based explanation of purpose.
What does that have to do with life insurance? In a word, everything.
To help your client overcome the mental and emotional hurdles of choosing future benefits over their present comforts, you must use a “why” based communication strategy.
The key starting point to this conversation is an emotional hot button for every successful person — taxes.
Taxes are a pain point that resonates with almost everyone you meet. Cast a vision for a future where they can make decisions based on what they want or need, rather than what they can afford after the government takes a giant slice of their financial pie.
Cast a vision for a future where they can make decisions based on what they want or need, rather than what they can afford after the government takes a giant slice of their financial pie.
Life insurance can often be the best bridge to helping a client realize the retirement they could previously only dream of. You know that this strategy works and you know that if the client could see what you see, they would be lining up at your door and begging for your help.
The key to turning their reluctance into action is casting the vision and telling the story in a way that makes sense.
At The Milner Group, we have helped thousands of agents better serve their clients over the years and we look forward to showing you how to make this sales idea a valuable part of your practice.