Repetition Is Key to Making DI Sales
By Joe Russo
When marketing and selling disability insurance, one article, one blog entry, one flyer, one advertisement or one client meeting is not going to cut it. Perseverance is important. Petersen International has been in the disability business for more than 40 years, and one of the most important things we have learned is that you have to do it all, and you have to do it on a somewhat consistent basis because disability insurance simply doesn’t sell itself.
DI isn’t like life insurance or medical insurance. People know they will someday die and they know they will someday be sick so life and medical policies tend to be less involved sales. It is human nature to feel physically infallible during one’s income-accumulation years before the age of retirement. However, that is the great and costly folly of our society. The average American doesn’t lend enough respect to the forces of nature, and we don’t realize how common disablement due to an accident or sickness truly is. And therefore, disability insurance doesn’t sell itself.
It requires guidance from a learned and experienced advisor, a trusted insurance agent; someone who recognizes the obvious truth that millions of working Americans suffer short and long-term disabilities every year.
But that hasn’t stopped insurance and technology companies from thinking they can sell DI like they sell other products. Many have developed online marketing platforms selling low levels of disability insurance on a simplified issue basis. The results we have seen in the market have been underwhelming, to say the least.
You can put a sales link, even an electronic application on your website and it will work for medical insurance, travel insurance, accident programs, even forms of life insurance. But that link will not provide successful results regarding disability insurance.
Disability sales take finesse and repetition. You have to hound your prospects as we have hounded insurance agents for decades that they must be mindful of the importance of DI. Pound it into their brains that DI is a fundamental need. They don’t know or think they need it and you have to show them the real truth – for the protection of their livelihoods, for the protection of their families.
Catch their attention with frightening DI industry statistics. Intrigue them with relatable case studies. Hit them from multiple marketing angles, not only for a commission but for their own good. Disability insurance should always be on your mind and it will, in turn, carry over to your valued clients.