The point-of-sale marketing materials available from long term care insurance carriers are too often long on company information but short on selling points, says Phillip Sullivan.
Carrier brochures and marketing pieces are often overloaded with statistics and focus too much on convincing consumers of needs, said Sullivan, speaking here during a panel on point-of-sale marketing at the recent Intercompany Long Term Care Insurance Conference.
What agents really need are tools that offer them a way to engage consumers in terms they understand, said Sullivan, president of SellingLTC.com, Rabun Gap, Ga., an LTC marketing consulting firm.
“Marketing tools should allow the agent to lead the consumer through a logical thought progression and give the agent a coherent track to run on,” he added.
Agents who specialize in selling LTC insurance want materials that offer helpful advice to the consumer rather than a sales pitch, added another panel member, Jesse Slome, executive director of the American Association for Long Term Care Insurance, Westlake Village, Calif.
Rhonda Vry-Bills, president and chief executive of Long Term Care Strategies Inc., Altoona, Iowa, said the most important point-of-sales tool for the worksite LTC insurance producer is a specific agenda to follow during initial meetings with employers.
“I want to ask questions so I can figure out how I can help the client,” Vry-Bills said.
Among the questions she lists: how many states the employer’s workforce covers; what type of corporation is the business, such as a “C” corporation; and whether there’s a need for additional executive benefits to keep vital employees on board.
Such questions help the agent set up an effective presentation targeted to the employer’s specific needs for LTC insurance, she said.