Q: I’m working on improving my face-to-face presentation to prospects. Can you provide some suggestions?

A: Having an effective client presentation is essential. Educating, not selling, your client is key. For suggestions, I went to Marc Jacobson of Marc Jacobson & Associates in Northbrook, Ill. Marc outlined the three important rules to keep in mind: Be brief, be smart, be done. He divides the sales process into three stages:

Stage 1
o How you do fact finding on the phone is the first step. Be prepared to make this simple—that’s what people want. Fact finding over the phone can be done by a trained assistant.

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

o Tell them that there are only two reasons why they should buy LTC. If neither is important to the person, then they shouldn’t buy it.

1. The first is to protect what they have for their spouse or children. Actually, our research has shown that in today’s environment, this is the less important of the two. Three years ago, before the 2007 crash, it was more important.

2. Second is to ensure 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 that is 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.

o Your last words at the end of your presentation should be, “How does this sound to you?” At that point, if people don’t want this coverage, then your job is over.

o Once the client agrees to the aforementioned reasons, then you can present the one-page illustration. Start by describing to them what you are about to show them.

Stage 3
o Instill confidence in the clients that you will be there to assist them in the event of a 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 ask when they want me to follow up.

At the end of the day, the most important thing that clients want to hear is that you will be there to service their policy and help them.