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.