questions do you ask
to help make sure
they’ll never be
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join in the discussion.
Insurance and financial professionals do not make people rich. Our primary responsibility is to prevent them from
Many insurance and financial advisors
struggle to find success in our industry
because they begin their relationships with
prospects and clients using a wrong premise.
They think clients want to build wealth, but
greater success will be achieved by preventing
Poverty can be prevented by using guarantees. Wealth building requires positive outcomes in uncertain circumstances. Positive
events must occur that are completely out of
That is why 50 percent of Americans arrive
at death or retirement with nothing saved.
Nothing! 75 percent arrive at death or retirement with less than $28,000. It is impossible
to have a quality standard of living in retirement if you are trying to make $28,000 support 20 to 30 years of retirement. A majority
of Americans will have to face that challenge.
A few simple questions
You can use that information to get appointments by asking a few simple questions. I first
ask permission to ask the questions: “Mr. and
Mrs. Client, may I ask you a few questions?”
When they say yes, I ask, “If you had a choice,
would you want to be rich or would you want an
absolute and positive guarantee you will never
A few times they say they want to be rich.
So I ask, “If I could show you a way to do that
faster than you could ever dream of, when would
you want to get started?” They always say now!
But 98 times out of 100 they say they want
the guarantee they will never be poor. So I
ask, “If I could show you a way that, even if you
completely ran out of money you would never
run out of income, would that be important
information to know?” They always say yes!
Is this what they want?
We sell products that can do that, but
Americans don’t know we sell products that
guarantee lifetime income. We will not get
Americans to understand what we do unless
we ask them if this is what they want.
Many agents and financial professionals
argue this will not bring them success. They
argue they must build wealth, achieve great
returns and show their clients how smart
they are. Science and recent studies disagree.
An overwhelming majority of Americans say
they are much more concerned with losing
money than they are with missing out on
I was almost fired!
I almost lost a long-time client because I did
not understand that important concept. I had
a client who had been with me for 20 years.
We had built a $250,000 original investment
to over $600,000 using safe, multi-year
I recommended putting $10,000 in a
more aggressive mutual fund to make higher
returns than I made him in the annuities. At
the end of the year, he received a statement
saying his mutual fund was now valued at
$8,500. I had lost $1,500. He almost fired me!
I pointed out that I had made him $350,000
in his other investments. I did not understand
why he was so angry about this $1,500. He
told me that he was more concerned with
losing his hard-earned money than he was
with taking ANY risk to make money. He told
me if I ever lost any of his money again he
would fire me.
As I had these important conversations
with my clients, I discovered that nearly all of
them felt the same way. It was a tremendous
Do not forget: Your primary responsibility
to your clients is to help make sure they will
never be poor. RA
Asking a few simple questions can do
more than make your clients rich