The burning issue

Insurance professionals, financial planners and advisors are usually focused on helping clients buy products or services designed to meet their specific needs.  Many of these professionals use fact-finders or collect data that helps to identify their client’s problems and formulate the solutions.  Yes, we want to help!  But first, we must explore the core concern of our clients.  Let’s pause for a moment to consider this from the client’s perspective. What is their burning issue? For most, it can be framed in one question:

“Will we be all right?”

What do our clients really mean by that? Is it the expression of fear and concern that they may not attain the future standard of living that they expect to? Could it mean that they wonder what would happen in the event of the unexpected loss of income, a spouse, or a child? Possibly, it means: will they be able to retire with a sense of financial security. What are your client’s issues? Whatever they are, you will soon see the applicability of the core question.

Let’s consider one aspect of this concern. Prior to the recent meltdown in the financial markets and the resulting economic upheaval, most of us had some sense of security or at least predictability about retirement. Programs such as 401(k)s and IRAs have been significantly reduced, investments have gone sour, and many Americans are unemployed or have reduced incomes.  Not everyone is personally experiencing these stresses, but we are certainly aware of these situations.  The core question is often buried under more obvious and immediate financial issues, and while it is seldom verbalized, it is paramount to every concern.

Let your clients know that the question, “Will we be all right?” is the burning issue and that helping them gain assurance of the answer is the sole purpose of your work with them. Get the issue on the table before you engage in any fact-finding or presentation.

If you can’t provide solutions to help your client answer the core question affirmatively, then you can’t possibly have the basis for a relationship!

Our clients know that with our help, they will indeed be all right.  This is the way we make a difference and know that our work is immeasurably important.  Recognition of this value is what builds client loyalty and is the ultimate source of referrals and introductions to new ideal-clients.

DO IT NOW!