Why Using Risk To Sell Insurance
Creates Far More Problems Than It Solves
For as many years that I have been in the long-term care insurance business the one
constant has been to use the technique of risk to remind the client that, as they age,
they are likely to need care in a nursing home. In the CLTC program I created, I
demonstrated how using risk created what is known as cognitive dissonance, defined as
using concepts that undermine a client’s beliefs. Individuals particularly men do not
believe there is any risk in needing care as they age. Using risk to hammer home the
point creates objections that include, “It won’t happen to me”, “I won’t live a long life”,
“What if I never need care…no one in my family has”, “I don’t need insurance…it’s too
expensive”.
The better approach is to focus not on the risk to him but the severe consequences a
long-term care event has on them those the client has made a lifetime commitment to
protect and provide for.