Most agents try to sell long term care insurance by leading with statistics, risk, and charts. That works on two types of people: those who already know they need it, and those who have watched a family member go through it. For everyone else, especially healthy men with no prior experience, it almost never works. The conversation has to change completely.

Harley Gordon, attorney and creator of the Certified in Long Term Care (CLTC) designation, joins the Direct Insurance Podcast to break down why selling long term care as a product is the wrong approach, and what the conversation that actually closes looks like.

In this episode:

• Why traditional long term care sales fail with the most common type of prospect
• How to shift the conversation from risk based to consequence based
• Why the sale has nothing to do with the client and everything to do with his family
• A live role play of the CLTC conversation that closes without feeling like a sale
• Why a client can say he will never need care and still buy the policy
• How the CLTC designation teaches agents to create a plan instead of sell a product
• Why insurance agents deliver checks when everyone else delivers bills
• How a documented 25% increase in production followed agents completing the CLTC course

About the guest: Harley Gordon is an attorney in Massachusetts and co-founder of the National Academy of Elder Law Attorneys. He created the Certified in Long Term Care (CLTC) professional designation, which has become an industry standard for agents and advisors who want deeper, more effective conversations about extended care planning.

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