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June 21, 2011 at 08:00 PM
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.
