This week I want to talk about a subject that will help you close those situations that seem hopeless.
We’ve all run into this before: a sweet older lady that has one or more policies that are 5+ years old. She really wants more insurance, but just can’t afford to pay any more per month. Now maybe she purchased a Colonial Penn Graded policy or a Lincoln Heritage policy. And while they were very overpriced when she got them, now you don’t have anything that can beat the price.
Maybe you’ve even picked up one of our price busters, Standard Life and Casualty or Lifeshield, but even with those carriers you can’t beat the price. She can’t afford any more, so you tell her she has the best deal she can qualify for, shake her hand and move on to your next appointment.
WAIT! STOP! HAVE YOU SEEN THE POLICY YET??
I have left so much business on the table because I didn’t check their policy or call in to their current carrier to see what they have.
First off, rarely do people know exactly how much or what kind of insurance they even have. Until you see the policy, it’s all just guessing. You MUST get their current policy IN EVERY HOUSE! (If they can’t find it, call into the company and ask for a few things: Policy number, face amount, type of policy, premium, current cash value, the REDUCED PAID UP option and the extended term option.)
If they have had their policies for over 2 years, they have a number of surrender options.
Whenever you are looking at the table of values, you will see 4-5 columns. The face amount, sometimes the premium, the cash value, the REDUCED PAID UP OPTION and the extended term option.
Most of us are familiar with how cash values (CV) work. Usually, after the 2nd year CV starts to accumulate. Clients can take out loans against the CV, which they will ultimately have to pay back or the loan amount will be deducted from their face amount at death, or they can cancel/cash surrender a policy to get all the CV. Now many times, this is enough to earn you a replacement sale. They have a 3 year old Physician’s Mutual policy with $500 in CV. You can beat their current price with Royal Neighbors, so you capture all their premium and pitch it like this:
“Right now you are paying $50/mo for $9000 in coverage. We can actually upgrade your policy to $10,000 for the same $50 a month and Phycisians Mutual will actually mail you a check for $500!! And we handle everything. We are a full service shop. You won’t have to do a thing. Now who do you want to leave the $10,000 to when you pass?”
***Remember this: everyone wants to get something for nothing. And many of our clients have taken this philosophy to heart. I have even said that to prospects and they agree with me. You will sell a lot more replacements if you understand that this is a central mindset to the FE clientele.***
So that’s the easy replacement, but sometimes you can’t beat the price. This is where you can use the Reduced Paid Up (RPU) to still help them get something for nothing.
RPU is exactly what it sounds like. A paid up option. After 2 years, the client can choose to convert their policy to the paid up option, stop making premium payments and will end up with a paid up policy, albeit a smaller face amount. Usually the RPU option is equal to 1.5-2 times the CV option. So if they have $1000 in CV, the RPU may be somewhere $1500-$2000.
So say you run into a 10 year old Western and Southern policy. They’re paying $50/mo for $5000 in coverage and they have $2000 in CV and a RPU option of $3500. You run the numbers and based on their current age and you can only get them $3000 for $50/mo. Game over right? NO WAY!
If the client was to convert their policy to a RPU, they would have a $3500 policy and now they have $50/mo to spend. You add on a brand new $3000 policy for $50/mo and now, FOR THE EXACT SAME PREMIUM, they will have $6500 in insurance. They just got something for nothing!!!
Now this is all well and good, but this is kind of confusing even to me at times. So it’s really going to confuse your prospects if you try to explain the ins and outs before you close them.
So you have a couple options. You can just pitch getting them more insurance for free or you can use “Either/Or” Close. Maybe you could get them $5000 in coverage, but you would have to increase their premium to $70 a month. Remember they have $2000 in CV in their policy. So you pitch it like this:
Great news! Because you’ve been paying on this policy for so long, you have some great options. (Make sure to always write this down so you can show them while you explain it to them). You can EITHER keep your death benefit at $5000 for $70/mo and you will get a check for $2000 in the mail (smile) OR you can keep your payment the same at $50/mo and increase your coverage to $6500 for free!! Which would you prefer to do, get the $2000 cash for a few bucks more a month or keep your payment the same and increase your coverage for free?
NOW SHUT UP! Whoever speaks first LOSES!
I discussed this on a conference call a few months back. I even gave some real life examples. If you haven’t listened to this or haven’t heard it in a while, I encourage you to take a listen while you’re driving in between appointments!