Let’s be honest—talking about long-term care insurance (LTCI) isn’t exactly an easy sell. It’s emotional, complex, and often misunderstood. Most clients would rather talk about almost anything else. But as advisors, we know that planning for future care is one of the most important financial steps clients can take.

The challenge is getting them to engage without feeling overwhelmed or defensive. Here’s how to shift the conversation from uncomfortable to empowering.

1. Lead with a story, not a sales pitch.

People remember stories, not statistics. Stories make LTCI relatable. When clients see themselves in the situation, the conversation feels personal, not promotional. Try sharing a real (but anonymous) client example:

Mary Sizemore, CLTC, LTCCP  Insurance Communications and Marketing Coordinator Krause Agency

“I worked with a couple whose parents suddenly needed full-time care. They assumed Medicare would cover it, but it didn’t. Watching them scramble to afford care opened my eyes to how important it is to plan early.”

2. Use life milestones as natural openings.

Major life changes are perfect times to bring up long-term care. These discussions feel like part of their broader financial strategy, not a separate sales pitch.

• “Now that you’re retiring, have you thought about how you’d handle care if your health changes later?”
• “Your daughter just left for college. This is when many parents start reviewing their long-term plans.”

3. Ask questions that tap into their values.

Instead of jumping straight to talking products, ask thoughtful questions like:

• “What does aging well mean to you?”
• “Would you prefer to receive care at home or in a facility?”
• “How involved do you want your family to be if you need care?”

These questions get clients thinking about their goals and values, making them more receptive to solutions.

4. Position LTCI as protection for independence.

Many people see LTCI as a sign of weakness. Flip that perspective:

“LTCI isn’t about expecting the worst—it’s about staying in control of your choices and maintaining your independence.”

This empowers clients to view LTCI coverage as a way to protect their freedom, not admit vulnerability.

5. Connect to what’s happening around them.

News stories and cultural moments make great conversation starters. When the topic feels current and relevant, it’s easier to discuss without discomfort.

“There was a story about families draining savings to pay for long-term care. It really shows how unprepared most people are. Have you thought about how you’d handle something like that?”

6. Integrate it into existing financial conversations.

Don’t isolate LTCI. It fits naturally within retirement and estate planning. Position it as part of a well-rounded plan instead of an optional add-on.

“We’ve planned for your income and legacy. Let’s make sure those plans stay intact if you ever need care.”

7. Make it about family, not just finances.

Even when clients hesitate to plan for themselves, they’ll act for loved ones. Framing LTCI as a way to protect family harmony and prevent caregiver stress can be more motivating than financial logic alone.

“Would you want your kids making your care decisions, or would you rather make them now while you can?”

Starting the LTCI conversation doesn’t have to feel forced. When you lead with empathy, timing, and relevance, clients see planning for care as an act of empowerment, not fear.

After all, you’re not just selling a policy—you’re helping them secure choice, dignity, and peace of mind for the future.