From there, ask additional probing questions, such as:

What are your goals for your family and children? What would you like for them to achieve — in regard to their scholastic, athletic, extracurricular, personal and career endeavors? These questions can help identify potential barriers to their success and allow you to position how coverage can help protect against obstacles for goal attainment.
What gaps, if any, do you perceive in your family's overall protection, well-being and peace of mind? This can help define "must have" versus "like to have" risk protection. From here, you can focus on the proper risk to cover for their situation — for example, disability insurance rather than additional life insurance.
Is your medical plan a high-deductible plan? By analyzing their current medical plan, you can offer strategic counsel where there are gaps they are not likely to be aware of and how those gaps can be closed or augmented.
Have you thought about the costs you would incur if you don't have coverage? This can open the door to providing illustrations of the affordability of gap coverage, as well as illustrations of sample payouts to add value for serious consideration. This also is an opportunity to offer real-life examples, scenarios and outcomes. From there, discuss a plan and phased approach to the total risk protection portfolio.

These are a few ways you can help your clients better serve female employees. Not only will connecting with this historically underinsured demographic help you build your existing business, it will help position your clients as supportive employers, as many employees will be thankful their employer is helping to protect their future by pointing out this vulnerability.

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