My focus became multicultural marketing and increasing my daytime activity. I worked diligently to get in front of prospects during the day, meeting while they were at work or having them come to my office. Success came at one of my daytime appointments. I met with one of my clients at her office to discuss her retirement and life insurance concerns. Of Filipino descent, her entrepreneurial drive led her to open her first home health care agency.

During our appointment, she expressed concerns about her new business venture. She was looking for ways to attract and retain new employees of similar culture. She not only wanted to provide employment, but her desire was to educate and empower them financially as well. That conversation led to a series of lunch-and-learn events, creating an opportunity for her employees to get answers to their financial concerns while helping them grow and protect their wealth. My client has since opened three larger agencies and continues to be a great source of referrals. Many of these referrals are in my client’s network, resulting in meetings with others of Filipino ancestry.

Success in the multicultural market requires understanding their needs both culturally and professionally. Integrating your understanding will help you provide solutions to their financial situation and offer suitable products and services. With 18 years of experience in the insurance and financial services industry, understanding cultural differences is something I have learned and can speak to.

Editor’s note: The preceding is an excerpt from Charles K. Hirsch, CLU’s “Producer Roundtable” feature, Living in a Multicultural Society, Serving Multicultural Financial Needs,” which originally appeared in the Feb. 2011 issue of Life Insurance Selling. Click here to read the entire article.

To read last week’s Words from the Wise, click here.

For more tips on multicultural marketing, see:

African-American market becoming more open to life insurance

How to reach the Hispanic market

Understanding the needs of culturally diverse clients