Have you ever tried to sell an annuity to a potential client and been shut down almost immediately because he or she didn’t want to hear what you had to say or thought you were trying to upsell them something they didn’t need?

Yes, selling annuities can be challenging. They are complex financial vehicles that are hard to understand in the few minutes you have to sell it before it seems like just another selling ploy.

If you need help boosting your annuity sales, consider these tips next time you’re talking annuities with a potential client:

1. Touch up on your teaching skills. You may be a great businessperson, but are you a great teacher? Half the battle of selling an immediate annuity is teaching your potential clients what it is and how it can help them accomplish their lifelong financial goals.

Consider taking an introductory teaching course. It may seem so redundant to you to explain why someone should buy an annuity that when explaining it to a client, you don’t describe it in simple enough terms or your thoughts may be jumbled. When selling, teaching is a vital skill.

2. Don’t say yes to all prospects. Yes, you read that correctly. Sometimes turning down clients can be good for business.

There are a number of companies selling immediate annuities and many people looking to buy them. Not every client is a match for your company and vice versa. Be real with your prospects, and don’t be afraid to be upfront. If you don’t think you are a good match for each other, say so.

Sometimes people need to see that you aren’t trying to push them in a direction they don’t want to go. They will appreciate your honesty, and it may relieve some doubt and clear the way for a solid decision. They may come back and decide you are a right fit for them, but if not, you don’t want to commit to a business deal where neither of you are happy just for the sake of reeling in another client. That’s bad business.

3. Slow and steady wins the race. Well, in this case, the slow and steady wins the client. Don’t try to quick fire your sale. It may come off as too pushy and callous. You don’t have to sell an annuity in the first 15 minutes of speaking with a prospect or even the first few times you meet. It’s about building a relationship, securing trust and remaining available for when they are finally ready to make the purchase.

4. Reputation matters. Even more important than sales is reputation. If you have more unhappy clients than happy ones, you and your business will suffer. Word of mouth travels quickly. Keep your selling smart, but keep your reputation building smarter.

5. Harp on current events. Retirement benefits such as Social Security are less secure after the Great Recession and the housing market crash. The effects of these events alone may be enough to shed light on the uncertainty of the future. If you include the state of the economy in your sales pitch, it just might be enough to push potential clients to look into buying an annuity to secure their future.

No one will visit your website, call your toll-free number or talk to you over the phone if they think you’re just another annuity salesperson. Give them a reason to believe you understand and genuinely want to help them sort out their financial worries, while boosting your annuity sales.

See also: