Communicating Effectively CLTC Graduate Webinar Series February 2009 L08086108[exp0711] Why Clients May Not Understand You.

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Presentation transcript:

Communicating Effectively CLTC Graduate Webinar Series February 2009 L [exp0711] Why Clients May Not Understand You

Jargon? Living Benefits GMIB Surrender charge SPIA Death benefit Survivorship credit VAs Annuitization

Financial-speak doesn’t make the grade Source: AARP Financial, Inc., April 2008 CDFCDF

Jargon is costly

Consumers believe it’s intentional Source: AARP Financial, Inc., April 2008

Left Brain Uses logic Reality based Facts rule! Detail oriented Sequential Practical

Right Brain Big picture Symbols and images Imagination rules! Possibilities Risk taking Simultaneous

How do we begin the discussion?

Preparing for retirement is like navigating without a map

How consumers view retirement Retirement is a journey Retirement’s become a personal responsibility requiring expert help High hopes and high anxiety Source: MetLife RSG Proprietary Research

What do people want? Inspire, not scare Maximize, not just protect Enlighten, don’t sell Hey it’s me … not you! Source: MetLife RSG Proprietary Research

Ideas that resonate Help me take concrete steps to help protect and maximize my income and assets Product solutions that work together and complement my other investments to help make the most of what I have Source: MetLife RSG Proprietary Research

More ideas Be positive, optimistic and realistic in language and tone Frame quality of life in retirement positively Source: MetLife RSG Proprietary Research

How to say it Old Odds are that over half of you will live past age 85 and one in four will live past age 92. You don’t want to use your retirement assets too soon and end up with no financial options later in life New People are living longer and spending more time enjoying retirement. You’d like to ensure you will have enough to enjoy your future. Source: MetLife RSG Proprietary Research

New We can work with you to help make the most of what you have What else to say Source: MetLife RSG Proprietary Research Old You have a one in two chance of spending some time in a nursing home

You can teach an old dog Plasticity

The Aging Brain  Right brain more dominant – intuition, creativity, emotions.  Speed of processing information slows down.  Difficult to absorb and remember rote facts and figures.  Greater need to put things in context, to draw from experience.

Communication with Older Adults  Move away from focus on features – depend more on values-based messages  Once drawn in, provide essential facts and figures  Allow people to examine material at their own pace

Lessons about the brain

Change is hard

The dawn of the Conceptual Age 18 th Century Agricultural Age - farmers 19 th Century Industrial Age-Factory workers 20 th Century Information Age—Knowledge workers 21 st Century Conceptual Age—creators and empathizers Daniel Pink: A Whole New Mind

Medicine Meaning Source: Richard Leider, 2006 Money Retirement is more than wealth

Place People Work Purpose Source: The Inventure Group © 1996, 2001 The Good Life Inventory Getting to the Good Life

It’s All About … Choice Dignity

Some day it will all come to an end

Barbara Howard Director, Gerontology MetLife Mature Market Institute 57 Greens Farms Road Westport, CT