First, I want to say thank you for your service! I know what a sacrifice it is to give 25 years to our country. I served five years in the Army and have worked with hundreds of military clients over the past 12 years. In my experience, many of the lessons you learned in the military are transferable to being a business owner and entrepreneur.

My advice to you is this — just like I would have said it to my “battle buddy” back in the day — no sugar coating. Clients are rarely going to get excited about insurance products. In fact, clients don’t care about products; they care about solving problems, accomplishing goals and making their lives easier. Your job is to build a business process that starts with truly understanding your client and what keeps him/her up at night.

The best way to help clients understand the importance of life insurance is to step out of the role of a salesperson and into the role of an advisor and Battle Buddy. Communicate your own desire to serve and your mission to protect military families. If this message comes from the heart, your clients will feel your sincerity and will want to hear you out. 

From there, you should start your product discussions with identifying their unique needs and gaps and then discussing how certain products can work to improve their lives. Once you have buy-in, then and only then should you be talking about the nuances of the product. If clients don’t have a problem that can be solved with a life insurance product, don’t feel the need to recommend one. Your honesty and advocacy will win you the loyalty of your clients, and that means more referrals and more product implementation when the time is right.

The values ingrained in you — loyalty, integrity, service, dedication and perseverance — are exactly the same values that will make you a successful advisor and insurance producer! 

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