Don’t talk about insurance as an investment
At your insurance seminar, always assume that people are as smart as you. Then you won’t alienate the wealthy people who are experienced when you make statements that are not accurate. For example, insurance “professionals” lose credibility when they talk about insurance as an investment. Insurance is not an investment and will ALWAYS lose ground to any investment because there is a charge for the insurance benefit. That charge reduces returns and there’s nothing wrong with that—because insurance is NOT an investment. At your insurance seminar, you will immediately gain credibility with astute wealthy investors when you talk about insurance for what it is—a way to protect assets. Every wealthy person is very interested in that.
Do you know anyone that does not want these benefits?:
- An income if they become disabled
- Money to pay medical bills
- Money to pay for long-term care needs
- An income to replace the life of a wage earner
Since insurance provides the benefits that everyone wants, stop making insurance something its not. The key at your insurance seminar is to focus on the benefits and not the product as the product is merely a tool. Everyone wants to buy the tools that make the above benefits a reality.
Don’t turn your insurance seminar into a product seminar
Don’t focus on the products. Focus on what the products do for people. For example, I constructed an annuity seminar and the word “annuity” is not in the title. The entire insurance seminar is about seven different ways that retirees can reduce taxes, including:
- How immediate annuities deliver a source of tax-sheltered income
- An illustration of how tax deferral makes you richer during your lifetime
- How an immediate annuity can be used to fund long-term care premiums (and preclude the need to write annual checks)
- How annuities can reduce or eliminate the tax on social security income
These are solutions that people want. You could turn this talk into a product pitch by focusing on the product and how it works (and get few if any appointments) or focus on the benefits listed above, how people can enjoy those benefits and only mention the product in passing. In other words, you can use your insurance seminar to gain credibility by giving attendees a useful education or you can lose credibility by giving a sales pitch.
At Your Insurance Seminar–Entertain-Get People to Like You
If you have a PhD in finance, that’s great. But it won’t get people to meet with you. During the insurance seminar, people decide if they like you. The more people like you, the more appointments you have.
In our culture, the easiest way to get people to like you is to entertain them at your insurance seminar. There are many ways to do this:
- Tell jokes appropriate to your topic
- Visit the local magic store and buy some tricks you can build into your insurance presentation
- Turn your insurance seminar into a game show and hand out $5 each time a member of the audience answers your question correctly
- Compose poems, memorize and recite about asset protection issues
- If you play an instrument, compose some funny songs and play your guitar and sing them during your insurance seminar
It does not matter what you do, but do anything that’s comfortable that will entertain people.
Be the Advocate at Your Insurance Seminar
Most advisors at an insurance seminar turn it into a sales pitch by strongly advocating some product. Don’t do that. Be the attendee’s advocate. When you present an idea, show your audience who should consider it and who should not. In other words, show them you an an impartial advisor and want them to do the best thing for their situation. Use phrases at your insurance seminar like, “All the insurance sales people will tell you to get long-term care insurance. That’s bad advice. Not everyone needs it. Let me show you…” Most people in our industry say “this is great—everybody should do it” and they lose credibility, they come off like a huckster and get few appointments.