Don’t Jump to the Solution

All too often, agents offer up a solution (an LTCi policy) without first uncovering the prospect’s problem (what’s really worrying them).

As you’ve probably learned, skipping this important step usually leads to objections. When you hear people say things like, “I don’t need it,” or, “I can’t afford it,” you probably haven’t gotten to the heart of their problem. But when you show them how LTCi can be the solution to whatever it is that’s keeping them up at night, you’ve got a sale.

Consumer research identifies three primary problems that cause people to purchase an LTCi policy.

• Family – They’re afraid of becoming a physical or financial burden to their family
• Home – They want to avoid going to a nursing home and intend to stay at home as long as possible
• Nest Egg – They’re worried about protecting the assets they’ve worked a lifetime to accumulate

Once you’ve taken the time to dig deeper to uncover your client’s problem, you’re ready to demonstrate how LTCi provides the solution. But remember a solution isn’t product bells and whistles. Consumer research tells us that people don’t want to be deluged with details. They simply want to know how an LTCi policy will solve their problem.

So with that in mind, talk to them about how LTCi can help them:

• Ensure family members won’t have to assume the responsibility of becoming their primary caregiver
• Stay in their home as long as possible, getting the care they need where they are most comfortable
• Protect a portion of their retirement assets from the high cost of long-term care services

Learn more about the MutualCare Solutions portfolio of products and how they can help people protect what matters most – family, home and nest egg.