NAILBA Perspectives Winter 2020 - Page 28

SENIOR MARKETS
Estimated number of people turning 65 every day
11,000
Their checkbook is just the funding mechanism but their health is what allows them to buy the insurance .
10,500
10,000
9,500
9,000
8,500
8,000
7,500
7,000 2010
2012 2014 2016 2018 2020 2022 2024 2026 2028 2030
Source : http :// mathscinotes . com / 2016 / 07 / 10000-boomers-turning-65-everyday /
Senior Markets from page 26
New ways to answer old questions Every day I come to the office ; my mind runs through three scenarios :
1 . How do I help my agents effectively communicate and solicit consumers ?
2 . How do I help my agents market in their markets ? 3 . How do I effectively communicate and recruit agents ?
These are three very different types of conversations . Allow me to expand on how I address these questions and , keep in mind , one size does not fit all .
Addressing # 1
First , I ’ d like to address how I go about talking with both agent and client , because that is more natural for me . Most of the time , the agent just introduces me and off I go .
The first thing I do is commend the client for wanting to have the conversation about extended care planning and ask them what they know about long-term care insurance . This really tells me a lot … what they know and more importantly what they do not know . It usually leads into a comment about their health and that is when I transition into a conversation about prequalifying health . I explain how their checkbook is just the funding mechanism but their health is what allows them to buy the insurance . Then I go through and conceptually explain the solutions available today ; traditional LTC , hybrid , linked benefits , annuities etc . It always comes down to one of two options .
Addressing # 2
Putting together a marketing calendar is essential for supporting an agent ’ s success . I enjoy talking through building a consumer marketing campaign , whether that is direct mail , email and / or social media . I do not enjoy chasing parked cars , so we go to their natural market and develop a plan that brings them the most success . For instance , if you ’ re a P & C agency with more commercial business , then we talk about selling long-term care insurance to the business owners and how that conversation is different than the “ feels ” versus “ needs ” based conversation we have with private individuals .
Addressing # 3
The other conversation I often have during the week is how to effectively communicate and recruit agents . This one is the hardest . This year has brought all traveling to a screeching halt , so it ’ s imperative to have a digital presence and that makes it harder to put your best foot forward .
I openly admit the whole SEO , keyword analysis , organic internet traffic , is not in my wheelhouse . So , I had to find someone with that digital expertise . I try to complement that by always being forward-thinking with webinars , sales ideas , marketing concepts , and ways that I am able to help agents sell more insurance .
Marching on
With everyone taking to the world wide web , it is important not to get left behind , but nothing can replace the relationship-based business that we are in . That is the exact reason I am so excited for 2021 . By taking some “ old ” and some “ new ” and blending them together , I expect we will build remarkable relationships and a wonderful season of selling for agents .
28 Perspectives Q4 2020