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(EMAILWIRE.COM, April 28, 2008 ) Transactional selling is the current LTCi specialists day-to-day mode of operation. Each day the task is to provide long-term care coverage to clients based on designed criteria of what is the best benefits today, what is the need today, what is the best premium I can offer today? What many astute professionals in the industry are learning is that transactional selling maybe hurting the clients and the industry in the long run and are beginning to eye a new point of discussion called “Transformational selling”.
Why the change in direction, the professional LTCi advisor and industry have been under constant attack by the media and consumer advocates. Some of the criticism have been justified and warranted. While others have been biased or with a agenda to derail the industry. However, most reporting has been a valuable wake up call to a industry that is very needed and still evolving.
Over the past, 25 years the long term care insurance industry has developed market-share from nothing with transactional selling. Through out those years the industry had to negotiate it way through the ups and down of the continued flow of media attacks. The ground kept shifting underneath the industry while the consumers and media kept moving away from the value of long-term care insurance. The media has done the industry a favor to start the process for the industry to re-invent themselves.
Redirection is seldom easy. Many in the industry prefer the comfort of the familiar, but uncomfortable, to the risk of the unknown. It is, conceivably, our good fate to live in an age when so many changes are demanded on so many fronts at such blazing speed. The old motto of the “tried and true” hypothesis is bound to be challenged by new possibilities, new insights, new distinctions, new business and social realizations.
Combine the demand that we redirect product and presentations with reframing our long-term care insurance environment to the social realizations in order to be consistent with what is possible for the communities we serve. This call to action generates a desire to embrace our collective hands of imagination, to take on the responsibility for our views even when they run counter to the mock-up of a media interpretation from old perceptions: predetermined, indisputable, rational and predictable as the way things are.
How does the industry go about changing the point of discussion with consumers and the media? By moving the conversation into the consumers, advocates, and medias listening. Unpaid informal caregiving, we have to take responsibility for the mass confusion of policy benefits, elimination periods, variation of home care, alternate plan of care,shared care, restoration of benefits, bed reservations, and respite care its enough to make anyones do a scene from the exorcist.
The sooner the industry wraps its arms around transformational selling the sooner we can provide a more affordable life raft to millions of families. LTCi is not a cure all it simply a tool to manage or reduce the consequences when a LTC event occurs. That is our message anything more than pure fantasy. CashLTC is the starting point, and if we surge this market with $100,000 face values, with $1500 - $3000 in tax-free cash benefit with an affordable premium as a beginning foundation for informal services we will generate more favorable press and appreciation from consumers.
CashLTC.org will be holding a conference call on May 14th, 2008 @ 1:00 Eastern Time the topic will be on transformational selling and will be offering presentation tools that are designed to spread the message to consumers so that they can re-equip their financial toolbox. Call participants must go to cashltc.org and register. www.cashltc.org or call 828.628.0876
CashLTC.org
Gregg Kroman
828.628.0876
gk@cashltc.org 
Source: EmailWire.com
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