9/11 Remembered, 20 Years Later

Let me reiterate: No one wants to have these difficult conversations. But without it, we run the risk of failing to protect the ones we care about and we do not live up to our fiduciary responsibilities to our clients. I have learned in the worst way possible the true weight of the moral and ethical responsibility to have straight, honest discussions about my clients’ vulnerabilities. Now, I never let an opportunity to address coverage and planning for life’s unexpected events go by if it needs to be had. Of course, it is always difficult to talk about, but I find if I start with a few basic questions, I can get the client talking about what’s truly important to them, their hopes, dreams, goals, and fears. This in return, creates a natural transition to discuss their life insurance and other financial goals.

If we were sitting here three years from today and we were looking back to today, what would have to happen both personally and professionally for you to be happy with your progress?

This question puts you in a position to listen. This is what I have found to be the key to addressing challenging topics. Through listening, you can avoid being a salesman in their eyes, and get to know them! You want to understand your clients’ hopes, dreams, concerns and get a feel for their values and goals. By having a better understanding of this, you can create a better financial plan.

What have you done thus far to mitigate your fears and concerns?

These answers usually address concerns surrounding family and health – it’s an uncomplicated way to set up the conversation organically. These questions let them feel understood and help establish trust. Let them tell you everything they want because it enables you to create the plan and provide the products that address their goals and concerns. Nobody cares how much you know until they know how much you care.

The tough thing is the important thing

Just because conversations like these are difficult, don’t avoid them. I never want to have to ask myself, “What more could I have done?” If God forbid, an unexpected life event hits my clients, I want to know I’ve done everything in my power to help them.

From a global pandemic to social unrest — there is no shortage of recent examples of how quickly life can change. Now, more than ever, we have a tremendous responsibility and profound opportunity to help our clients and have an impact on their families for generations to come. People don’t buy life insurance because someone might die. They buy life insurance so that someone else has the chance to live. You won’t know when the right time to talk about it is. You never can know, but I hope you can learn from and even share my story so that you and your clients never have to experience the feeling of it being too late.

A view of the World Trade Center site on Sept. 19, 2001, from the law offices of Kelner & Kelner. (Photo: Rick Kopstein/ALM)

Dave Buckwald is the CEO and founder of OneTeam Financial.