Teach First, Sell Second: How Education Drives Annuity Sales This June
June is Annuity Awareness Month. This is a built-in opportunity to connect with clients around one of the most important (and often misunderstood) parts of retirement planning: income.
But here’s the reality:
Most clients don’t say “I want an annuity.”
They say:
- “I don’t want to run out of money.”
- “I’m worried about the market.”
- “How do I turn this into income?”
The agents who win in this space aren’t leading with product—they’re leading with education. When clients understand the role annuities can play, the conversation becomes easier, more natural, and ultimately more productive.
Before starting these conversations, get all the annuity resources you need to prepare:
NL Insider May 14- Annuity Awareness Month: The Resources You Need to Prepare
Start With What Clients Actually Care About
Instead of explaining features, start with problems clients already recognize.
Try leading with questions like:
- “What’s your plan for turning your savings into income in retirement?”
- “How would your plan hold up if the market dropped right before or during retirement?”
- “Do you have a portion of your portfolio designed to provide guaranteed income?”
These aren’t product questions—they’re planning questions. And they naturally open the door to discussing annuities as a solution.
Make It Simple: The 60-Second Explanation
If you can’t explain annuities simply, clients won’t engage.
Challenge yourself to describe the concept in under a minute:
“At a high level, annuities are a way to contribute a portion of your savings into a product that provides predictable income stream you can’t outlive. They can also help protect against market risk, depending on the type.”
No jargon. No overload. Just clarity.
3 Easy Ways to Educate Clients This Month
You don’t need a big production to make an impact. Small, consistent efforts go a long way.
1. Offer a "Retirement Income Checkup"
Position it as a quick review:
- Where will your income come from?
- What’s guaranteed vs. market-based?
- Are there gaps?
This creates a natural entry point for annuity discussions.
2. Host a short educational session
Keep it simple—15 to 30 minutes, virtual or in-person.
Topic ideas:
- “How to Turn Savings Into Retirement Income”
- “What Happens If the Market Drops in Retirement?”
- “Understanding Guaranteed Income Options”
Focus on education, not pitching. The follow-up is where business happens.
3. Share Simple Content
Use the resources already available to you:
- Short videos
- One-page explainers
- Client-friendly articles
Even a quick message like:
“June is Annuity Awareness Month—if you’ve ever had questions about retirement income options, I’m happy to walk through them with you.”
…can start meaningful conversations.
Final Thought
Clients are looking for guidance—especially when it comes to turning their savings into something they can rely on.
When you lead with education, you position yourself as a trusted resource—not just a salesperson.
And that’s what ultimately drives results.
Ready to get started?
Explore the resources below to help you start more conversations and make the most of Annuity Awareness Month.
TC8920095(0526)1
