Life insurance ads that focus on the price of the coverage are everywhere.
Your clients see final expense insurance ads on TV. They hear ads for attractive life insurance rates between songs on Pandora.
Meanwhile, your clients choose where to buy gas for their cars based on who has the lowest posted prices as they drive through town.
Your clients may ask, "Why shouldn't I be as price-conscious when I buy life insurance as when I buy gas?"
The answer is that some things, including shoes, wine and parachute packing services, should not necessarily be bought from the lowest-cost provider. Life insurance is one of them.
For six reasons for your clients to think about more than the premiums, whether they get the coverage from you or from another financial professional, see the gallery accompanying this article.
Bryce Sanders, president of Perceptive Business Solutions Inc., has provided training for the financial services industry on high-net-worth client acquisition since 2001. He is the author of the book "Captivating the Wealthy Investor."
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