In every situation, there’s a key person holding things together. Often, they overlook the crucial importance of their participation and how devastating it could be for their family or business if they were left financially unprotected should something happen to them. That’s why it’s important for you to step in, emphasize the need for preparation, and help provide financial protection through life insurance.

Look for the key person. In a business, it’s usually the one who drives the vision, keeps the client happy, or makes the numbers work. In a family, it could be the one who provides the income, handles the logistics of payments, or coordinates the future family plans.

Ask your client, “Who are the key people in your world and what would happen if they weren’t here tomorrow?” For a business, it means cash flow and continuity. For a family, it means keeping the dreams alive by keeping the lights on and paying the mortgage.

Paint the picture. Help your client visualize the impact of life insurance by sharing real-life examples or stories. Whether it’s a business that stayed afloat after losing its founder, or a family that maintained stability after an unexpected tragedy, relatable examples make the need tangible and urgent.

By helping your client identify the key people in their lives and highlighting the role of life insurance, you’re addressing a critical blind spot—because life insurance keeps life moving when everything else stops.