Make an Emotional Connection with Your Client

Opening a conversation with a client about a plan for long-term care can be tough. Clients often ask,

“Where do I begin?” 

We’re here to help you answer that question.

The first step is to realize that most long-term care planning stems from an emotional connection to the topic. Rattling off statistics and cost of care rarely moves the client to take steps towards a plan.

Start by Asking a Simple Question: Have You Ever Been a Caregiver?

Clients who have personally witnessed the emotional, financial and physical stress that comes from providing or needing care will be much more motivated to act today to avoid future pain

Knowing this, a great way to get the conversation started is to ask your client a simple question:

“Have you ever been a caregiver, known someone that has, or has needed care themselves?  And by caregiver I mean doing things like helping a loved one with shopping, getting to appointments, preparing or planning meals or paying bills?  You may have also seen a situation like this escalate to helping with daily activities like bathing, dressing and more. Does this sound familiar?”

• If it does, ask them to share their story.

• If it doesn’t, ask them if they mind if you share a story of your own (come prepared). 

If That Doesn’t Resonate, Ask This

Another way into the conversation is by asking your client if they plan to live a long life. Most will say yes.  You can then ask: 

“During that long life, do you think it’s reasonable to expect you might need help maintaining your independence due to the effects of aging? Do you know someone who needs or needed that kind of care now? Can you tell me about them and what kind of care they needed?”  

Once they share their story, ask

“Do you think you could need care like that some day?”

Provide The Best Solution on the Market Today

Once your clients' emotions are engaged,  introduce Bridge® by Equitrust, a long-term care fixed index annuity hybrid that both cracks open the stalled LTCI market and rides on a hot market trend in hybrid annuities. As mentioned, the only real barrier to selling Bridge to qualified clients is lack of knowledge. Once your clients understand how Bridge solves a critical missing piece of the retirement puzzle—long-term care protection—while improving their financial health with solid asset growth and their physical health with an integrated wellness program to earn additional long-term care dollars, they’ll be very motivated to learn more.

Here’s a video on How to Have The Conversation with your clients from one of our experts.