Focus on quality-of-life planning, find your “why” and articulate it effectively.

By Shane Westhoelter, AEP, CLU, LUTCF t was 1988. I was going door to door selling life insurance policies. A few months into the business, I delivered my first death claim check to a mother who had just lost her 7-year-old son in a drive-by shooting. She thanked me for being such a great insurance man and for stopping by each month to collect the premiums to make sure the payments were made.

Then she said something to me that changed my life forever: “Mr. Shane, thank you for delivering this life insurance check. You see, Mr. Shane, this check allows me to keep my dignity. I will not have to ask my friends, my family or my church to give my son the decency he deserves. Once again, thank you, Mr. Shane, for allowing me to keep my dignity!”

It was from that point on that I understood the importance of what we do in the insurance profession. We don’t just sell life insurance, long-term-care insurance, disability insurance, etc. What we do is provide people with dignity when it matters the most.

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WHAT IS QUALITY-OF-LIFE PLANNING?

Quality-of-life planning focuses on four key components:

• What if I live?

• What if I linger?

• What if I leave?

• What is my legacy?

“What if I live?” This is about longevity planning and having the money you need to live the life you want to live with dignity until the day you die.

“What if I linger?” This is about providing proper coverage if you become sick, hurt or disabled. Can you get the quality of care you desire to keep your dignity?

“What if I leave?” This is about the two big Ds: death and divorce. Will your assets transfer as you desire to those you care about? Will you be able to keep your dignity, even after you pass?

money to your children, grandchildren or charities, or will you create a foundation to be remembered?

Focus on quality-of-life planning and dignity as opposed to selling products. This allows you to set yourself apart. To be effective, find your “why,” build your marketing plan, implement your plan and articulate your “why” effectively.

What we do is provide people with dignity when it matters the most.

Setting Yourself Apart

Set yourself apart, and you will not need to ask for referrals. When we provide dignity and stop selling products, people will refer family and friends to us. Quality-of-life planning is more than just financial planning; it also brings in a comprehensive and holistic approach, needs-based conversations, storytelling and resources.

PROVIDING VALUE-ADDED SERVICES

For example, we provide our clients with an emergency kit that allows them to keep all their medical information in one place in the event of an emergency.

We also offer medical information cards for them to keep in their cars so that first responders will have access to their medical background in an emergency. In addition, we provide them with online storage files for archiving photos, legal documents and meaningful memories.

Also, we help them write “Family Love Letters” with meaning and purpose to leave for those they love. And we help them create a lifelong legacy to be remembered by both family and the community through planned giving and lifelong checks.

UNDERSTANDING YOUR “WHY”

Understand your “why” with a passion. Why do you believe in this profession? What drives you every day?

I share that my “why” is to provide dignity, not just insurance or investments. Find your “why” and your passion, and you will not work another day, but you will enjoy bringing that passion and “why” to others.

Once you know your “why,” you need to package it to share with others so that they get your “why” and tell others about it for you. This will bring people to you. In turn, you will no longer be asking for referrals, but accepting referrals and doing business with people who understand and relate to your “why.”