It's Time to Frighten Prospects

Commentary January 17, 2012 at 06:32 AM
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My older sister chickened out of tubing last weekend. She took one look at the people careening down the steep, snowy hill in inner tubes and decided she couldn't do it.

"Dude, kids do this," I told her, pointing out a gang of 4 year olds.

"That's because kids don't know their own mortality," she said.

So she stayed at the top of the hill, watching, while the rest of us tubed. She had lots of company, too — I spotted several parents and siblings sitting it out. After 45 minutes of loud pleading, one little boy finally convinced his 40-something dad to (reluctantly) give it a try.

It made me think about the fairly safe things that fill us with terror — roller coaster rides, giant bugs, the comedian Carrot Top — and all of the actually dangerous things that don't.

Most of us drive cars daily, even though there's a 1 in 84 chance of dying in a car accident in the United States. Almost everyone knows that using tanning beds can up your skin cancer risk, but there's apparently enough demand to keep three tanning salons busy in my neighborhood alone. And, as anyone who works in insurance or financial planning knows, too many Americans are un- or under-insured, and even more aren't saving nearly enough for old age.

I know several seniors who rely solely on a meager Social Security check for income each month due to lack of retirement planning. I know of approximately zero people who have died in inner tube accidents. But guess which one would spark gut-drop fear in most people?

Something that may or may not happen years down the road just doesn't inspire the same immediate panic as a looming tubing hill, and that's likely one of the reasons selling people on life insurance can be so difficult.

In some ways, that's a good thing. If we spent our days quaking about every future risk, we'd live in a bubble-wrapped society devoid of fun. But in many ways, it's a negative. People who fear flying will pay a premium in time and money to drive to a long-distance destination (which is actually more dangerous) rather than fly, but they'll balk at the cost of life insurance protection.

How can we spark that necessary, motivating panic in clients? Is there a way to remind people of "their own mortality" without bumming them out with a gloom-and-doom sales pitch or resorting to cheesy scare tactics?

If you've figured it out and don't have an irrational fear of comments sections, share your strategy below.

Corey Dahl is life channel and social media editor for LifeHealthPro.com and managing editor of Life Insurance Selling.

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