Is industry jargon killing life insurance sales opportunities? LIMRA fears that the answer is yes.

LIMRa partnered with Maddock Douglas to dig into why so many people — an estimated 18.7 million —say they value life insurance but wind up not purchasing any. Ineffective communications popped up as the primary suspect.

The language sales people use is often confusing, too technical, or too jargony. Potential customers are put off by the language disconnect and postpone or completely abandon the purchasing process, LIMRA said.

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Dan Cook

Dan Cook is a journalist and communications consultant based in Portland, OR. During his journalism career he has been a reporter and editor for a variety of media companies, including American Lawyer Media, BusinessWeek, Newhouse Newspapers, Knight-Ridder, Time Inc., and Reuters. He specializes in health care and insurance related coverage for BenefitsPRO.