Missing the Pitch: Cross-Selling Life Products

In the world of insurance, agents are much more likely to retain clients for the long term if those clients hold numerous products through one particular agent relationship. When establishing and maintaining relationships with clients, it is essential to have the ability to meet the broad-spectrum needs of clients. After all, clients have a penchant for one-stop shopping.

It’s been our experience that a private-business life cycle in combination with its owner’s management-role cycle represents an opportunity for P&C agencies to offer multiple applications of life products including life insurance, disability insurance and annuities. However, although P&C and life insurance are both coverage solutions, they are typically viewed by clients as completely different products and services—with life insurance viewed as a personal product and P&C coverage viewed as more of a corporate product.