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To sell long term care benefits programs successfully, you must be able to present the product confidently and effectively.

Here are 5 steps for improving your odds:

1. Educate yourself. Some agents have trouble selling LTC insurance to employers because they need more information about the products and the people they will serve. If you want to sell LTC benefits, you need to make the best possible use of books, training videos, and the courses available through LTC industry marketing groups.

2. Develop a great presentation. Practice your presentation until it comes naturally, then change it as you find ways to make it more effective.

3. Prospect for prospects. Start by talking to the older business owners in your client base about their employees need for LTC coverage for themselves and their parents. Also establish working relationships with accountants and employer groups in your area.

If you dont have the time to sell LTC benefits yourself, consider teaming up with an LTC benefits agency. Many successful LTC marketers have formed shared-commission arrangements.

4. Market your products. In addition to visiting employers and holding meetings at the worksite, consider sending press releases and feature articles about LTC benefits to print publications, broadcast stations and cable news operations in your area.

5. Close on the sales. If you handle enrollment yourself, you should learn how to close sales the old-fashioned way: By overcoming workers objections. You can learn to overcome objections by reading books on closing and talking to your manager and other successful agents.

Objections generally involve money, need, confidence and time. If possible, eliminate them during your presentation.

Money may or may not be a problem, and need should have been agreed on.

Confidence depends on the opinion that workers have about youdont give them any reason to doubt your sincerity or your competence.

Time is a stall. Help workers find good reasons to buy LTC coverage now.

John Wane is president of American Independent Marketing, Yakima, Wash. His e-mail address is info@goldencare.com. Lenny Anderson is president of American Independent Underwriters, Plymouth, Minn. His e-mail address is lga@goldencareusa.com.


Reproduced from National Underwriter Edition, October 14, 2004. Copyright 2004 by The National Underwriter Company in the serial publication. All rights reserved.Copyright in this article as an independent work may be held by the author.