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Life Health > Life Insurance

Paltry product palette?

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There’s a seldom-considered secret that plagues advisors and their clients. It’s a nagging little truth we know is there, but we don’t care to spend the time and energy required to face it. What’s this big (little) secret? When we equip ourselves with too few product and strategy choices, we fail to ask the most important questions of our clients.

Huh? Let me explain. If you have just one or two long-term-care products, life insurance carriers, variable annuity products or mutual fund families to choose from, you will often not ask enough quality questions of your client. Think about it: If you ask enough questions to discover a real problem or true need, you may realize that you don’t have a product that can solve the problem or fill the need.

It’s easier and more profitable to discover only enough detail to allow you to offer your product. Learning that you cannot offer the right product puts you in a tough spot. So, why ask so many questions? Just get the sale, right?

An advisor having a narrow choice of products to sell is akin to a car dealer who offers only one brand of car. If Jack sells only Toyotas, guess which vehicle Jack will claim is the best choice for each and every person who walks onto the lot?

Having access to a broad array of product and service choices is a heavy burden for advisors, there’s no doubt. But having the freedom to choose what you sell means you’ll ask great questions and identify your clients’ true needs — a true win-win situation.

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Adam Cufr is a founding principal of Fourth Dimension Financial Group, LLC. He is the creator of the web-based coaching program The Life Insurance Blueprint, a prolific blogger, and an expert author on Ezine Articles. For more information, go to


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