NAILBA Perspectives Virtual Symposium Special Edition | Page 26
ANNUITY SALES
Trust me
The protections you
offer are so vital given
only about half of
our nation has life
insurance, and half
of those people are
underinsured.
Sheryl Moore is President and
CEO of the life and annuity market
research firm of Wink, Inc. Her
company provides competitive
intelligence, market research, product
development, consulting services
and insight to select financial services
companies. She may be reached at
[email protected].
One of the biggest reasons that people put their retirement savings monies into Certificates
of Deposit (CDs), rather than annuities, is because they are comfortable with their bank. They
know what a CD is; their parents likely had some. The bank is real; they can walk inside of
it. They know people at their bank; they have had relationships with them for years. People
can see their CD values on their online banking app every day, or even on their monthly bank
statement. Plus, customers have the assurance of that plaque in the drive-up, which says
that their deposits are insured up to $250,000 by the Federal Deposit Insurance Corporation/
National Credit Union Administration. Their money is safe.
On the other hand, most people who talk to their insurance salesperson about annuities
have never even heard of annuities before. Likely none of their friends or family have
mentioned these retirement income products. Shoppers may not have ever heard of the
insurance company that offers the annuity either; much less walked-into the building. The
only person they know “from the insurance company” is the salesperson pitching the annuity.
Depending on the insurance company, their only opportunity to see their annuity values
may be an annual statement. Insurance agents aren’t allowed to put signs in their offices,
or on their business cards, that give the assurance of the guarantees offered by the National
Organization of Life & Health Guaranty Associations (typically $250,000, but varies by state).
Salespeople can only discuss NOHLGA if the prospect inquires “what happens if the insurance
company goes under?” How can people be expected to feel that our products are safe?
Disadvantages of the intangible
Life insurance is not much different, but at least most consumers have heard of insurance,
and understand what it is used for. So, how are YOU supposed to sell an intangible product in
these circumstances? You build trust.
Today, more than ever, people need the protections of the products that you offer. The top
fear of American’s is running-out-of-money in retirement. Only about half of our nation has life
insurance, and half of those people are underinsured. The protections you offer are so vital.
Yet, the ability of many to trust a person they don’t know (you), with their hard-earned money
can be a hard sell.
Listen up
Based on feedback from annuity and insurance purchasers, here are a few things to consider
when building trust:
First thing you can do is to listen.
Let the prospect tell you what their concerns are; what goals they are trying to achieve.
Don’t talk at them.
Validate what they say by repeating back to them (“If I understand correctly, you…”).
You don’t have to be the smartest person in the world, so don’t act like it.
Provide eye contact to both spouses.
Admit if you don’t know something, but ensure them you will get the answer.
Show interest in what interests them, whether it is grandchildren, their dog, or golf.
26 Perspectives Q3 Special Edition 2020