Clients don’t think in product names. Understand five concerns that shape how they approach coverage, and the order to run the case.
▶ Watch: BackNine in 5: What Clients Want (5 min)
Clients rarely walk in thinking about term versus permanent or GUL versus IUL. They’re usually confused, busy, unsure about cost, reacting to something that just happened, or convinced their health will get them declined. Start there.
1. They’re confused
Answer five questions before naming a product:
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What are they protecting?
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How long does that need last?
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How much coverage do they need?
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What will it cost?
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Will they likely qualify?
Then choose the type of coverage. If the need ends, that usually points to term. If it doesn’t, that usually points to permanent.
2. They don’t want a hassle
Keep it to one workflow. Quote & Apply takes the client from intake to comparison to application without re-entering information, and clients can finish their portion on their own time.
Be accurate about the process. No-exam pathways are conditional, and the carrier decides after review. Don’t promise the client there won’t be an exam.
3. They’re worried about money
If the premium is higher than expected, find an amount the client can sustain. A smaller policy that stays in force is more valuable than a larger one that lapses.
4. Something changed
Ask what made them start looking: a new home, a baby, a marriage, a business, or a death in the family. The trigger tells you what the policy needs to solve.
If the trigger was a loss, slow down and listen before discussing coverage.
5. They’re worried about their health
Many clients assume they’ll be declined and never ask. Don’t promise approval, and don’t let them rule themselves out. Collect accurate details (build, medications, blood pressure, sleep apnea, and other conditions) and shop the case. Carriers view the same history differently.
For impaired-risk clients, a carrier that will issue the policy is worth more than the lowest quote.
The order to run the case
Trigger → Need → Budget → Underwriting → Carrier → Application
Not: carrier first, then pitch.
Already with BackNine? Not sure where a case belongs? Send us the client’s age, state, the need, and the health details before you pick a carrier, or click Launch Quote & Apply to compare the market.
Not with BackNine yet?
Quote, apply, and track the case without building a second workflow.
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