We discussed why it is Living Benefits Awareness Month and how it enables you to start meaningful client conversations about coverage they may not yet understand. Most clients don’t want another sales pitch.
What they do want is help making sense of insurance in a world where medical costs, chronic conditions, and income loss are real daily concerns. Let’s shift the conversation again from features to real-world scenarios your clients care about.
Talk About Solutions First, Not Policies
When you reach out this month, start with a situation they’ve likely experienced, not a rider’s name. Ask:
- “If you or your spouse got seriously ill tomorrow, would your income stop?”
- “What happens to the mortgage if treatment takes months and savings disappear?”
- “Have you thought about how long-term care might impact retirement plans?”
These aren’t sales questions, but life questions. They help clients see the real value of living benefits before you ever talk about policy specifics.
Don’t Forget, Many Clients Already Have These – They Don’t Know It
A big opportunity isn’t new clients but educating current ones. Many policies now include accelerated or living benefits.
Many owners don’t realize they can access these when needed. A quick policy review can uncover:
- Benefits they’re paying for but never discussed
- Coverage gaps that matter in today’s health and cost environment
- Outdated assumptions about what “life insurance” covers.
These talks reinforce you as a trusted advisor, not just a salesperson.
Use Real Stories. Not Just Stats, to Make it Stick
Clients tune out percentages and rider terms, but stories resonate. Try something like, “I had a client last year who used living benefits to pay the mortgage while they battled a health crisis. They told me it wasn’t just money, but it was peace of mind.”
Stories help clients connect emotionally and plan realistically.
Be Their Guide, Not Just Their Agent
Most people won’t understand insurance as you do. The best talks aren’t about your agent hat.
They’re about your listener hat. Ask:
- What keeps them up at night?
- What do they want their coverage to do for them?
- What are they worried about that they don’t have?
Once clients talk, it’s easier to show how living benefits fit, not just add to your products.
Don’t Stop in January, Make It a Habit
Living Benefits Awareness Month motivates you to reach out, but the need persists year-round. Make this part of your year-round review playbook:
- Annual check-ins
- Changes in health or employment
- Life transitions (kids, caregiving, retirement)
These are times when coverage matters most and when you deliver real value. Make this year you shift client conversations from policies and pitches to real-life solutions.
Act now to book a review with each client, listen to their concerns, and show them how living benefits can work for them, today and in the future. Be curious, human, and most importantly, help them see that insurance isn’t just a piece of paper, but a tool they can use while they’re living.
The Agility Advantage
Agility delivers insights like these on Living Benefits Awareness Month to help you stay ahead in the evolving insurance market, offering regional market support and dedicated resources for agents and new agents to use instantly.
- Dedicated Producer Support at (866) 590-9771 or support@enrollinsurance.com to answer any insurance questions and direct you to our Medicare, ACA, and ancillary experts. They can also add you to our weekly email list for tips and updates.
Partner with Agility year-round to accelerate your insurance growth and success.
