Expand & Elevate Your Term Sales Beyond Price

Women Sunset Graph

May 20, 2025
Published by: Christy Downs

Last week on Coffee with Closers, we dove deep into the world of term life insurance, and the resounding message for you, our fellow agents, is to expand your conversations beyond the simple question of "what's the cheapest?" While price is always a factor, truly elevating your service and your clients' protection involves educating them on the value embedded within different term policies. Our expert guest, and a leading Corebridge producer here at FFP, Julia Ross, shared invaluable insights into how she successfully navigates these conversations. Julia highlighted the importance of showcasing the robust underwriting and competitive pricing of carriers like Corebridge, but more importantly, she emphasized the power of presenting the often-overlooked benefits such as flexible conversion options to current permanent plans and the increasingly vital living benefits riders. By shifting the focus from mere cost to comprehensive protection and future financial flexibility, you empower your clients to make informed decisions that truly serve their long-term needs.

Julia's experience underscores the opportunity to elevate the perception of term insurance from a basic, temporary solution to a strategic component of a comprehensive financial plan. She effectively utilizes the living benefits – coverage for critical, chronic, and terminal illnesses – as a powerful "catcher," sparking deeper conversations about a client's holistic well-being. Instead of just a death benefit, you're offering a potential lifeline during life's unexpected challenges. Furthermore, highlighting the member benefits offered by companies like Foresters adds another layer of unique value, especially for families. Julia's success lies in her ability to paint a picture of security and comprehensive coverage, demonstrating that a slightly higher premium can unlock significant advantages that resonate deeply with clients. This approach not only builds trust but also positions you as a knowledgeable advisor rather than just a transactional salesperson.

Our host Edward Ledford, highlights that while price is a consideration, agents should educate clients on the value of term policies, particularly regarding conversion options and living benefits (critical, chronic, and terminal illness riders).

Ledford stresses that term insurance can be an entry point into a larger life insurance program for clients. He notes market changes with F&G Life exiting and ongoing repricing. He cautions against focusing solely on advertised "super preferred" rates, as most clients won't qualify.

Key value points to discuss with clients include:

  • Underwriting and Rating Classification: Help clients understand their likely rate class.
  • Conversion Options: Emphasize the ability to convert to current, valuable permanent plans (whole, universal, or indexed universal life) with companies like Corebridge and Foresters.
  • Living Benefits: Highlight the significant advantage of accessing the death benefit while living due to critical, chronic, or terminal illness.
  • Member Benefits: Point out unique advantages like Foresters' orphan and educational benefits. 


Ira Gottshall adds that Corebridge and Foresters offer favorable commission structures for conversions, rewarding agents for continued client service. He also reminds agents of the available risk assessment tool to help place clients with pre-existing conditions.

Ultimately, this Coffee with Closers discussion reinforced that to expand and elevate your term sales, you must move beyond the commoditized race to the bottom on price. By focusing on educating your clients about the long-term value proposition – the flexibility of conversion options, the crucial protection of living benefits, and the unique advantages offered by certain carriers – you differentiate yourself and provide a superior service. By leading with value and comprehensive benefits, you can build stronger client relationships and ultimately, elevate your own success in the life insurance industry.

Ready to Expand and Elevate Your Business?

If you're ready to learn more about how annuities can transform your life insurance practice, we encourage you to contact us to discuss how we can support your growth.

Don't miss out on this opportunity to better serve your clients and expand and elevate your life insurance business in 2025.

Disclaimer: This blog post is for informational purposes only and does not constitute financial or investment advice.