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Fwiw, there are plenty of single-pay life products with 100% liquidity at any time (return of premium). There are also hybrid LTC products w/ 80-100% liquidity.
Yes, you'd lose your DB or LTC benefit but in a true emergency, you still have that money liquid.
And I completely agree with your last point, you can follow best practices but when you're dealing with health and markets, you need to have some luck with your timing to make everything perfect. Trying to cut out the worst-case scenarios and working "up" normally makes people feel better than hopes, dreams, and rainbows at the end of the day.
"Zero is your hero."
My fundamental approach to an annuity is security. I'm not the guy people go to, to make money. As life is my primary focus, I tend to lean into the protection aspect even at the cost of gains. It's just my mind set, and my clients are always made aware of the glasses I am wearing. '07 and '08 really caused me to re-evaluate this position, and I'm comfortable here even at the cost of some clients who intend to try and beat Vegas. A huge reason I never dabbled in IUL or Variable products. I'm not a magician, nor do I claim to be one.
I also have learned that over the years, few people can keep up with complicated multifaceted plans. If you get overly complex in your approach or move too quickly to place their money (a lot or a little) most will become overwhelmed and shut down.
A key aspect to any sale in my mind is simplicity. Not only for the client, but also for the agent. I keep my sails trimmed, I'm not a genius so I keep my product offering (companies) slim to avert stupidity.
Lot's to learn. I figure I'll have to stop when they zip the bag up on me.