Here is a short read under 10 minutes designed to help all Life Insurance sales professionals assist their clients in acquiring the right coverage necessary to protect their families and legacy. This appointment setting and delivery strategy will increase sales production, organically create referrals, and position one as an expert.

1. How to Sell More Life Insurance Than you
Ever Dreamed Possible
How to Sell More Life Insurance Than you Ever Dreamed Possible
Please Try To Wrap Your Mind Around this Regarding Your Prospects: THEY DON’T CARE
ABOUT WHAT YOU KNOW, UNTIL THEY KNOW YOU CARE.
Rule #1
Tell them this as soon as you get there and NEVER violate this: I am not here to sell you
anything today. I am here to learn about you, your situation, what lifestyle you want to maintain
for your wife/husband/partner, and your kids. I want to protect your family and your legacy; God
forbid anything happens to you. (Have a laminated copy of your license to show the prospect, so
they know you are a LICENSED PROFESSIONAL and mean business even though WE
AGREE NO BUSINESS WILL BE BOUND TODAY, GOT IT. After you show them your
well-earned license, tuck it away in your legal pad. LIKE A PROFESSIONAL.

2. Tell them this: I want to talk to YOU today about LIFE!

3. Write this on a Legal Pad (that’s right, no computer, grab a yellow legal pad) LIKE A
PROFESSIONAL.

4. L -
I -
F -
E -
L (The L in Life is reserved for Loans. However, there is a specific way to address this. First,
let’s agree that there are socially acceptable debts, debts that make people proud. i.e., college
debt in the form of student loans, or home loans, car loans, and then some are the polar opposite.
Do not bring up the latter, Credit Card Debt or Tax Debt. It’s damaging and will detract from the
uplifting power this presentation affords).
Then to put them further at ease, ask this:
How much life insurance do you have at work? Listen. Write that figure down if they give it to
you and say great! I will note that as a credit. Then wrap that question up with one more killer

5. question. Ask with eye contact: Can you get more at work? Look at them both when you ask this,
come from a space of caring.
Tell them this after you listen. It is usually very inexpensive at work to secure more coverage
than what you currently have, and often a medical exam is not required to secure it. Tell them if
they ever acquire more at work, you can and will adjust their portfolio on your end (if they ask)
with 99% certainty they will never request this. But it has brought you closer to an agreement.
Then to show they need YOU, tell them this. Most of my clients take what they can get from
work as added protection if it's cheap, but take ownership of their own policy they manage and
control to secure themselves and their families independent from work.
Wow. Now they know you care. That is step 1, DONE! Remember! NO ONE CARES ABOUT
WHAT YOU KNOW UNTIL THEY KNOW YOU CARE.
Key:
OK, now never assume your prospect owns their residence. Always assume they rent. Why? If
you ask them what their mortgage is and they are renters, they will immediately (95% of the
time) get on the defense and defend their position as a renter. They probably won't express it
vocally, but now you are in a corner. Don’t allow this ever to go this way.
Instead, ask. What is your current monthly total household expense? Ask what the rent is unless
you are 100% sure they own the place. Ask for the entire household operation expense. i.e., Rent,
Mortgage, Water Garbage, PG&E, Cable, etc. Write this figure down on the L - line on your
professional legal pad and move on down to (I).
Now let's move onto what I call the Double HH of Income (I)

6. I (The I in Life is reserved for Income. And you need to know the H.H of Income. Whether it is
Him and Her, Him and Him or Her and Her, you need to get a pulse on the total income
generated in the household annually. Because, without it on either side, the home will cease to
function in its current state. Write those figures down. IT IS YOUR ETHICAL DUTY TO
UNCOVER AND SECURE THIS IN YOUR FOLLOW-UP APPOINTMENT.
F (The F in Life is for Final Expenses. Man, that's a downer. Flip the switch with a smile :) Say
something like this: "As you may know... funerals are rather similar to a wedding in many ways.
The same people come, they carry similar costs, and unlike a wedding, you only have three days
to plan it. Everyone will need a great funeral planner at some point in their life; because most
often, those closest to loved ones lost are in no position to plan a final ceremony/funeral." Ask
them this if they are married. If you know they're not, then you have two other options.
If they are or are not married, formulate your following sentence from below: ask about the last
super fun wedding they went to, and ask how long did you/they have to plan your/their wedding,
and did you/they have a great wedding planner? If they’re engaged, then even better. Ask about
what their reality is right now. Ask how the wedding planning is going for them. AND LISTEN.
They will talk about love; they will talk about life; they will remember that feeling of their
wedding day. You will probably lose eye contact for a minute because they will be reflecting on
their past in remembrance of love, and that’s why they will commit to a life insurance product
FROM YOU DURING APPT 2. IT'S ALL ABOUT LOVE IN LIFE INSURANCE.
E (The E in Life is reserved for either Extra Expenses or Education. If they have kids, then pick
an education fund. If there are no kids, ask about a typical annual budget for vacations, presents
for family. All positive here right, you get it? Ask about what type of school they want their
children to attend in the future. Whether Private, Public, UC, State (be careful with this; pay
attention to your prospect, and keep this within their dreams). Then write this figure down.
Then Get ready to leave: That’s right, this is 15-20 min tops. YOU GOTTA JET IN 5 MIN LIKE
A PROFESSIONAL, TRUST ME.
Say This:

7. Thank you for allowing me to enter your home. At this time, I must go back to my office and
design an insurance plan to safeguard your LIFE while protecting your family and your legacy.
Wait, You Need a Budget, Right?
Practice, Drill, Rehearse this so that it comes off smooth as silk. Remember, a trickster knows all
of the tricks. A professional knows all the techniques. Perfect technique is required to effectively
deliver this question to your prospect, organically bringing you closer to an agreement. (Practice,
drill, rehearse, own this space, be a professional, NEVER a trickster).
OK, Here it is:
One more question before I go is:
If they were to raise your property taxes/ rent by (pick a # that is reasonable but REAL), would
you move? Then Listen………….. 99% they would say no and will probably remind themselves
out loud why they like/love where they live. Or at least chose their place. Don't write this down
yet. Do that in your car. You’re leaving in seconds, LIKE A PROFESSIONAL.
This step aims to have enough money to work within their budget to cover their L. I. F. E. total
figure. Which, by the way, you NEVER add up in front of the prospect on Appt one. The goal is
never to scare or shock the client on meeting one. The goal is to discover, earn trust, and the
opportunity to present your proof/solution upon meeting two. However, you need to keep it all
positive while you are in your clients’ environment (or over the phone/Zoom/Google-Meet if you
must).
Then to prep for appointment two, which is the delivery and "sale of your proof/solution, go
back to your office and prove. Prove, if you will, how your product solution solves their family's
impending mathematical problem of their risk(s) of premature death. Say I agree, I understand,
Show Gratitude.

8. Now you have a budget and an argument. Because they would not move if their rent or taxes
were raised; however, if they lose an income earner in their household, they will certainly be
moving in a matter of months (It doesn't need to happen). Do you get it?
YOU NEED TO BOOK APPOINTMENT # 2 NOW AS YOU ARE GAINING MOMENTUM
TOWARDS THE DOOR (or soon to be off the phone). THIS IS VITAL. Tell them this to show
your demand in the marketplace as a professional.
I offer follow-up appointments on Tuesday and Thursday Evenings from 5:30-7:30 and every
other Saturday from 9-1. Show your time is valuable and carefully planned. Say something like
this. I assure you what I will present at our second meeting will appeal to you financially.
Then ask this softly, with a smile and a slight pop at the 3rd to the last syllable. When can I get
on your calendar?
Have Dentists like appt cards to hand out and sign; then you have secured appt 2. NICE! Print
these at your nearest office supply store by the hundreds LIKE A PROFESSIONAL. Or sign up
for a service like Calendly.com and program your availability and create meeting types to help
you stay organized; see an example of this here.

9. Then leave them with this. With your contact info on the bottom or have your business card
stapled to it if your appointment is over Zoom/Google Meet, text or email this to them.

10. INSURANCE
FOR LIFE

11. I am Life Insurance
I am a piece of paper, a few drops of ink, and cost less than the average designer coffee habit….
I am a promise to pay
I help people maintain their current standard of living and preserve legacies of loved ones lost...
I am a hand-delivered check that ensures life as is, stays as is, even if a loved one is no longer
here….
I am physical evidence that a woman is a good provider, wife, and mother and a man is a good
provider, husband, and Father.
I am a declaration of financial independence and economic freedom.
I afford choices.
I am the difference between an older man or woman and an elderly gentleman or lady….
I am protected by laws that prevent creditors and the IRS from taxing the money I give to loved
ones….
I bring dignity, peace of mind, and security to families.

12. I am an education fund.
I end mortgage payments and allow a family to grieve together in their own home.
I ensure a hurting family will fall asleep in their own beds, free of debt.
I guarantee the financial ability to have happy holidays even if Mom or Dad is not there.
I am the guardian Angel of the home.
I am LIFE insurance.
(Re-written April, 18,2021, by Dan Casey, Original work by Marvin H. Feldman, CLU, ChFC,
RFC 1974) http://www.lifehappens.org/board-of-directors/marvin-feldman/
Follow up with Text the day/ afternoon/night before your 2nd Appt to ensure you are still
confirmed.
DON'T FORGET THE 3rd APPT LIKE AN AMATEUR, BE A PROFESSIONAL
The third appointment is when the policy is hand-delivered, and then work is done to close the
spouse/partner on the right product solution for them if, for some reason, you are unable to
secure their coverage on appointment two.
It is vital to generate referral opportunities now by asking this question so you may help others.

13. Thank you for the opportunity to help you secure your family's protection plan(s). I want to
continue working with and serving great people like you. Whom do you know who (mirror their
situation), i.e. (who has children, mortgage, whatever) that I may contact to help. Then wait, and
they'll most likely say my (brother, sister, cousin, co-worker) then ask them kindly with a soft
smile to grab their phone (it's probably in their pocket) and ask for those #s.
If there's any hesitation, ask them if they'd like a few days to text/to call them before you are
contacting them.
Here's a little fact about referrals. Your clients need to refer you; they are yearning to refer you.
Because someone close to them buying from or working with you in the future will solidify the
fact that they made the correct decision to choose you as their insurance professional. Acquiring
and working with their referral sources will allow them to be right and own the right decision of
working with you, which will bring them peace of mind and give them confidence. A win for
them and a huge win for you.
I sold tons of life insurance this way. Remember, no one cares about what you know until they
know you care.
Thank you, Marvin, For The Inspirational poem. Although We Have Never Met, You helped Get
Me Through My First Year as a Life Agent.
-Dan Casey