Selling income protection during the holidays requires a strategic approach, as people are often focused on holiday spending rather than insurance purchases. However, the season can be an advantage, as people are thinking about their loved ones, future plans, and financial security. Here are some tips to effectively sell income protection during the holiday season:
1. Highlight the Gift of Security
– Emotional Angle: Emphasize that income protection is a way to take care of loved ones by ensuring financial security, even during unforeseen circumstances. Frame it as a “gift of security” that lasts beyond the holiday season.
– Family-Centric Messaging: During the holidays, people are more focused on their families. Position income protection as a tool that helps keep families safe and financially secure in the long term.
2. Use Year-End Financial Planning to Your Advantage
– Tax Benefits: Remind clients of potential tax benefits that may come from purchasing income protection before the end of the year. For those who are self-employed or business owners, this can be particularly appealing.
– Budget Review: Encourage clients to consider income protection as they evaluate their budget for the coming year. Since it’s a time for resolutions and financial planning, it’s a great moment to discuss how income protection fits into their goals.
3. Keep It Simple and Festive
– Streamlined Messaging: Avoid complex insurance jargon and focus on simplicity. Emphasize that income protection is peace of mind for when the unexpected happens.
– Festive Marketing Materials: Incorporate holiday themes into your marketing—seasonal visuals, themed email campaigns, and cheerful social media content can make your message more approachable and memorable.
4. Showcase Real-Life Scenarios and Testimonials
– Stories of Protection: Share testimonials or real-life stories (with permission) that demonstrate how income protection helped someone in a time of need. During the holiday season, these narratives can be particularly impactful.
– Personalization: Provide specific examples relevant to the season—like being able to cover holiday expenses even in the event of a job loss or injury.
5. Leverage Social Media and Digital Outreach
– Holiday-Themed Campaigns: Create content that ties into the season of giving and gratitude, focusing on the importance of financial protection.
– Countdown Campaigns: Implement a “Countdown to the New Year” social media campaign where you share daily tips, stats, and stories related to income protection, building awareness and urgency.
6. Follow Up with Previous Leads
– Revisit Interest: The holidays are a good time to reach out to clients who may have shown interest in income protection earlier in the year. Their circumstances may have changed, and they may now be open to taking the next step.
– Year-End Check-In: Send holiday cards or end-of-year check-in emails to clients, thanking them for their business and subtly reminding them that you’re available to discuss income protection options.
7. Frame It as Part of a Financial New Year Resolution
– Start the Year Secure: Encourage people to start the new year on a financially strong footing by securing their income. Tie income protection into popular resolutions around financial stability and responsible planning.
With a well-thought-out approach that leverages the season’s focus on family, giving, and financial planning, you can effectively promote income protection during the holidays in a way that resonates with clients and helps them see its lasting value.
Learn more about marketing and selling disability insurance products, contact Steve Crowe at ext. 222, or request a quote.
