Advisor tip: How to discuss life insurance with clients

Some advisors say, “My clients don’t want life insurance.” Here’s the truth: They don’t want to be sold life insurance.

I am yet to meet someone who isn’t open to discussing their life insurance policies. More often than not, they have little idea of what they own, why they own it and whether they’re doing the right thing. After all, nobody wants to leave their family broken and destitute, but they want to work with a professional as opposed to a salesperson. If a professional isn’t available, they’ll find the nearest website.

By meeting them on their terms and on safe ground, you allow your prospects and clients to see you as an expert and they will ultimately value your insight. To get started:

• Recognize the difference between selling and planning. Selling focuses on your needs, planning is focused on theirs.
• Develop some basic non-confrontational, objection-proof questions to allow you to engage with prospects and clients on this topic. An example is: “What kind of life insurance planning have you done?”
• Let them talk. Exercise restraint, shut up, and they will tell you what they do and don’t know about their life insurance and ultimately how you may be able to help them.
• Have a conversation exit strategy. If you reach the limits of your expertise, ask them to schedule another time to talk further “when it’s more convenient for them.” Go back to your office and learn what to do next.

In the end, your clients are looking for signals from you. If you don’t bring up life insurance, they will assume that it’s not important.