The Secret to Selling LTC? A Story That Resonates

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Getting clients to talk about Long-Term Care (LTC) can be tough. Many believe it won’t happen to them—they don’t see themselves among the 70% of Americans who will need LTC at some point in their lives.

So how do you break through that resistance and spark meaningful conversations?

You tell a story.

Storytelling isn’t just a way to connect emotionally—it’s a proven sales strategy.

When done right, it helps clients visualize their future, understand the value of LTC, and feel confident in their decision to plan ahead.

Storytelling Tips That Drive Sales
  1. Share Your Own Experience. Personal stories build trust. When you talk about your own journey or someone close to you, it adds authenticity and emotional depth that clients relate to.
  2. Use Real-Life Examples. Share stories of others who faced LTC challenges and how planning made a difference. These examples help clients see the real-world impact and benefits.
  3. Express Emotion. Don’t be afraid to talk about how the situation made you feel—or how others felt. Emotion sells. It helps clients connect and care.
  4. Keep It Relevant. Tailor your story to your audience. If your client doesn’t have children, avoid stories that focus on the burden LTC places on family. Make it personal to them.
  5. Be Genuine. Authenticity matters. Clients can sense when a story is exaggerated or fabricated. Keep it honest and relatable.
  6. Stay Positive. Avoid scare tactics. Instead, focus on how LTC planning brings peace of mind, financial security, and dignity.
  7. Keep It Short and Focused. Attention spans are short. Stick to the key points that matter most to your client.
  8. Invite Dialogue. Ask questions. Encourage your clients to share their own stories or concerns. This builds rapport and opens the door to deeper conversations—and ultimately, sales.
The Goal: Help Clients See Themselves in the Story

When clients can picture themselves in a future LTC scenario—feeling supported, cared for, and financially prepared—they’re far more likely to take action.

Storytelling isn’t just a tool—it’s your competitive edge.

For more guidance or help crafting your LTC story, reach out to your LTC Specialist today!