How to Get Life Prospects to Think About Product Value

“Just get me $2 million of term at the lowest price,” says the client. “That’s what I need.” Advisors have heard these words time and time again. It’s the classic life insurance transactional sale in which nothing matters other than price.

Asking for a low price makes good sense because that’s how most people buy stuff . If their understanding of life insurance equals death benefit, why not go for the lowest price?

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