Key Takeaways
- Clients who articulate their emotional "why" complete applications 65% more often
- The #1 motivator isn't fear of death—it's protecting a specific person's future
- Asking "What would change for [name]?" drives 3x more action than asking "How much do you need?"
The "Why" Behind the Numbers
Client Question: "We've run the numbers, but I keep putting this off—why can't I just do it?"
The numbers matter, but they don't create action. People procrastinate on life insurance until they connect to the emotional reason.
Moving from Numbers to Meaning
| They Say | You Explore |
|---|---|
| "I want to make sure my family is okay" | "What does 'okay' look like for them?" |
| "I need to pay off the mortgage" | "What would it mean for your spouse to own the home outright?" |
| "I want to fund college" | "Tell me about what you imagine for your kids' futures" |
| "I want my wife to be secure" | "What would a secure life look like for her?" |
Finding the Dream
A client giving surface-level answers
Setup
A father of two is going through the motions of the needs analysis but seems emotionally disconnected. He's giving you numbers but not meaning.
Client says:
“So I make $90,000, mortgage is $280,000, want to fund college for two kids... that's about $200,000 for that. I guess I need about a million dollars? Can we just run some quotes?”
Practice Objectives
- 1Slow down—don't just process the numbers
- 2Get curious about what he imagines for his family
- 3Ask what kind of life he wants his wife to have
- 4Explore what college means to him for his kids
- 5Connect the insurance to the future he's protecting
The Reluctant Conversation
Someone who finds this topic deeply uncomfortable
Setup
A client becomes visibly uncomfortable when discussing what would happen after their death. They want to deal with this quickly and move on.
Client says:
“*Clearly uncomfortable* Can we just figure out a number and get this done? I don't really want to spend a lot of time thinking about dying. Just tell me what I need and I'll sign up.”
Practice Objectives
- 1Acknowledge their discomfort with empathy
- 2Explain gently why these questions matter
- 3Give them control over the pace
- 4Connect the conversation to protecting the living, not dwelling on death
- 5Find a balance between thoroughness and their comfort
The Parent's Legacy
A first-generation college graduate thinking about their kids
Setup
A client who was the first in their family to go to college is determined their kids will have even more opportunities. This is deeply personal to them.
Client says:
“I was the first person in my family to go to college. My parents couldn't help me—I had to work full-time while going to school. It was hard. I want more for my kids. I want them to focus on school, not worry about money. That's really why I'm here.”
Practice Objectives
- 1Honor how personal this is for them
- 2Explore what opportunities they want for their kids
- 3Connect the coverage to their legacy and values
- 4Help them see life insurance as continuing their support
- 5Make the intangible tangible
A client says they want "$1 million in coverage to be safe." The best follow-up is: