Creating an effective client presentation is essential. Educating, not selling, your client is key, says Marc Jacobson, of Marc Jacobson & Associates in Northbrook, Ill. Jacobson started with the three important rules to keep in mind: Be brief, be smart and be done. He divides the sales process into three stages.

1. The type of fact-finding you do on the phone. Be prepared to make this simple – that’s what people want. Fact-finding over the phone can be done by a trained assistant.

2. Make your presentation simple. People want to be presented with facts, and then make an informed decision.

Tell them there are only two reasons why they should buy long-term care, and if neither of them is important to them, they shouldn’t buy it.

  • First, to protect what you have for your spouse or your children. Actually, our research has shown in today’s environment, this is the less important of the two. Three years ago before the 2007 crash, it was more important.
  • Second, to protect the independence of their spouse and children. This reason is usually most prospects’ key issue. People want to know if they need care they won’t saddle their families with the financial burden or labor required for caregiving. As our society becomes older, our clients are seeing the results of many parents’ lack of planning. Your job is to create that awareness.

At the end of your presentation ask, “How does this sound to you?” If the client doesn’t want this coverage, your job is over. Once the client agrees to the above, you can present the one-page illustration. Start by describing what you are about to show them.

3. Instill confidence in the clients that you are there to assist them in the event of claim. I always finish every meeting with, “As good as I am with presenting the importance of LTC, I’m 10 times better in the event of a claim.”

If after I use that closing line they want to think about it, I show them a packet of my claims testimonials and see when they want me to follow up. At the end of the day, the most important thing clients want to hear is you are there to service their policy and help them.