Have you developed your critical illness sales presentation yet, the worksite marketing version? Have you critiqued it, practiced it in front of the mirror and reworked it until you have all the bugs out of the point-of-sale presentation, both the employer and employee versions?

It is not an actuarial formula or fuzzy accounting expression that producers want to communicate to consumers, whether they are informed consumers or not. Producers simply need to talk plainly about the life component (morbidity) and death component (mortality) of the critical illness concept and the product that supports the living benefit critical illness concept. It should be put in plain, easy-to-understand, everyday language.

In other words, producers need to establish some common ground with the employee, consumer, and employer about the benefits and features that fill the void that has been created for the surviving victim of a critical illness. I use a simple visual illustration.

An equilateral triangle can serve as the visual foundation of the producer’s message to a prospect. It’s an easy graphic to explain at the worksite. Each side represents a phase that a person goes through after a critical illness condition has come into his life. The producer’s sales track should cover these points:

1. Physical — The immediate dilemma that a critical illness survivor encounters is the physical aspect of the ordeal. By surviving, the person is a survivor of a critical condition that might have terminated his or her life. The producer should emphasize that the physician, nurse and medical team will manage the physical aspect the survivor endures.

2. Emotional — The next phase the survivor encounters is the emotional crisis of trying to determine how much time he or she has left, when he might get hit with a second occurrence that could be fatal, and where he will get the best treatment to recover and continue with life. The producer should emphasize that family, friends and loved ones will help manage the emotional dilemma of what the survivor endures.

3. Financial — Last, the producer should detail the money crunch the critical illness survivor encounters, and there are many, especially if the survivor can’t return to work for an extended period. The survivor can be provided for with the purchase of a critical illness policy. The producer should drive home the point that the cash provided by a critical illness policy will help alleviate the stress and worry associated with the recuperation period, especially in providing relief to the physical and emotional aspects of the illness. The producer should suggest that when the first critical illness monthly benefit check arrives in the mail, it produces a much better feeling than a get well card.

Editor’s note: The preceding is an excerpt from “Got Critical Illness?” by Robert J. Morhauser in the June 2003 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 selling critical illness insurance, see:

Critical Illness insurance: Keys to success in the worksite

Critical illness insurance poised to benefit from PPACA