Stick to the script "Selling LTCI in the employer market takes the right message and sensitivity to a busy audience. Most employers have little margin in their schedules and even less when it comes to listening about adding a new employee benefit in a challenging economy. Knowing this context of sales I use the presentation strategy of What, Why, How and When with employers in recommending they consider LTC as an employee benefit. The four key talking points I express to employers in my one page presentation in a direct manner are:

• What is the real risk of long term care?
• Why does it make sense as an employee benefit?
• How are plans being implemented in the market today?
• When plans are implemented, what is the end game value to you and your employees?

Time is money and employers these days have less of both. Keep it simple, clear and direct and stay on message. You will be amazed at how much people can learn when you keep it short, tell them the questions they should have about LTC and then, give them the answers."

– Mike Skiens CEBS, CLTC President, MasterCare Solutions, Inc., Portland, OR

Become an expert! "The most powerful selling advantage an agent can possess is to know their products. Additionally, today's shoppers are more sophisticated than in the past. High-pressure, fear-based selling simply doesn't work. Make sure you do a good job of educating your prospects and simply ask them what they would like to do. LTCI is not a 'first call close.' Agents need to be patient, respectful and work hard."