www.insurance-journal.ca/salestips/2006/0904050316.asp -
[Cached Version]
Published on: 3/1/2005
Last Visited: 5/10/2008
When selling long-term care insurance, start in the home, advises Karen Henderson, a long-term care insurance educator and founder of howtocare.com.She says advisors should go into the home of a potential client first to see if they can qualify, and second, to give tips to safe-proof the household to avoid early claims. (click here to see the checklist)
"Advisors should be building a relationship with their client that goes on for many years and often times advisors will go into a client's home for a meeting,particularly with senior clients," says Ms. Henderson.
She adds, "I think if you are a compassionate person you should look around in the client's home,not being nosy ... but by looking to see how they can get around and how well they can look after themselves."
For example, she says, look in the fridge and observe the food situation to judge if they are eating properly."Look at the pots on the stove.Are they burnt?These are indications that there can be an early cognitive impairment.Which can be dangerous and could disqualify the client," emphasizes Ms. Henderson, who does not sell any long-term care insurance (LTC), but is recruited by insurers to educate advisors about the product.
About trust
Selling LTC involves a combination of qualities and skills, she sums up."It is about having a trusting, compassionate relationship, caring about the welfare of your client and evaluating their readability for long-term care insurance."
Offering tips to safe-proof the client's home is also a key part of the advisor's job, says Ms. Henderson."Are they wearing old, worn-out shoes that have no support?Do they have scatter rugs that they can trip on?It happens in a heartbeat, a fall can trigger a claim and it can be the beginning of the end for an old person," says Ms. Henderson, speaking from experience.
Ms. Henderson set up an informational website called Caregiver Network Inc. (caregiver.ca) in 1996, when her own father became ill and she found there was no place offering support for people caring for the elderly."I started it on the Internet and then I got feedback from people from all over.I am unique in the country.There is nothing like the resource centre I have created," she says.
Ms. Henderson also joined forces recently with Oliver's Notes, a Toronto financial services education company, to build an LTC Canadian division for advisors."It is going to concentrate on education of all facets of long-term care.We are building an education centre so advisors can take courses online," explains Ms. Henderson.
She adds, "I learned when I started to teach this that advisors knew nothing about LTC."
Overall, says Ms. Henderson, advisors need to position LTC as a tool within a comprehensive financial plan.
...
Ms. Henderson adds that advisors may often run up against denial when marketing LTC to their clients.