The Challenge
Have you ever struggled not only to place rated cases, but also to retain them after underwriting comes back with an offer that differs from what the client expected? In this article, you’ll find a few practical tips for placing cases that are issued differently than originally applied for.
The challenge is usually simple: the sales process moves too quickly, creating expectations before underwriting confirms the final offer.
How Expectations Are Set
The typical process starts with a life insurance conversation, followed by an illustration that highlights cash value and income potential. Once the client connects with those numbers, the application is completed.
By that point, expectations have already been established. If underwriting later returns a rated offer, you’re now in a position to resell the case from a weaker position because the final offer no longer matches what the client anticipated.
How Can You Take Action?
Tip 1: Prevent the Surprise
Before presenting an illustration, use the fact-finding interview to establish the client’s needs, goals, and overall financial strategy. When the conversation begins with the problem you’re solving and the desired outcome, the product becomes part of the solution—not the starting point.
House analogy:
“If you were building a house, would you buy the tools before seeing the blueprint?” The same principle applies financially. The blueprint and strategy should come first.
Golf analogy:
“Would you rather have the most expensive golf clubs or the strategy and skill of a top player?” Strategy always matters more than the tool. Once we understand what is available and appropriate, we can customize a solution that best fits your client’s situation.
Test close:
“Does that make sense?”
Why this matters:
This approach gives you an opportunity to mentally underwrite the case early, helping minimize surprises and making ratings far less disruptive. When you’ve already established the client’s need and identified potential premium funding sources, you can often take an application in the first—or certainly the second—meeting. More importantly, you’re building the illustration on facts rather than assumptions.
Tip 2: Lean Into the "Why" and the "Why Now"
If a case is rated, there is a reason. Understand that reason, then use it to reinforce the value of accepting the offer while the client is still insurable. In many cases, the very reason the client received a rating is also the reason they should move forward.
Suggested client language:
“I know this isn’t the outcome you were hoping for, and I understand how disappointing that can feel. The good news is the company still believes you’re insurable. Accepting this offer now allows you to lock in your insurability, even if future health changes could make coverage more expensive—or even impossible—to obtain.”
“Let’s take a step back and make sure we’re still solving the problem you wanted to solve. Then we can determine the best way to structure this offer. Does that make sense?”
Why this works:
This conversation allows you to pause, revisit the client’s original concerns, and reconnect the recommendation to both the emotional and logical reasons they wanted coverage in the first place.
Training resources are available in the Learning Library on the Agent Portal:
TC9029189(0726)1
