开口之前：先定位Before you open: position first

约到人之后，先搞清楚三件事，再决定讲什么：

Once you have the meeting, settle three things before you decide what to say:

八个角度The eight angles

01 · 家庭保障01 · Family protection

只要有人在经济上依赖你，你就需要家庭保障。

If anyone depends on you financially, this applies to you.

这是最容易理解的需求，不知道从哪开始就从这里开始。三类人最需要：

The easiest need to explain. Start here when you don't know where to start. Three groups need it most:

怎么聊How to run it

1. 开场：「您家里几个孩子？最小的多大了？」这样问，自然就引到家庭责任上。
2. Open: "How many kids? How old is the youngest?" It gets you to responsibility without effort.
3. 挖痛点：「如果明天你不在了，房贷谁来还？孩子的学费谁来付？」
4. Find the pain: "If you weren't here tomorrow, who pays the mortgage? Who pays for school?"
5. 共鸣：「不是你需要保险，而是你的家人需要你的保险。」
6. Land it: "It isn't you who needs the policy. It's your family who needs you to have one."
7. 数据：常用的经验值是年收入的 10–12 倍作为寿险保额。
8. The benchmark: the usual rule of thumb is ten to twelve times annual income in coverage.
9. 产品：预算有限先 Term；要兼顾保障与现金值，谈 IUL。
10. Product: term on a tight budget; IUL when they want protection and cash value together.

02 · 健康保障02 · Health

家庭保障是为了别人，健康保障是为了你自己。

The first one is for other people. This one is for you.

• 疾病早龄化：30 到 40 岁确诊癌症的案例逐年增加。（待核实）
• Diagnoses are getting younger: more cancer diagnoses in the thirties and forties each year. (unverified)
• 阿兹海默症：美国约 700 万患者，长期护理年均 $100,000 以上。（待核实）
• Alzheimer's: about seven million Americans, and long-term care above $100,000 a year. (unverified)
• 意外：车祸、跌倒、运动伤害，随时可能改变人生。
• Accidents: a car, a fall, a weekend game. Any of them can reset a life.
• 治得好，治不起：癌症患病率约 40%、治愈率已达 70%，但费用高昂。（待核实）
• Curable but unaffordable: roughly a 40% lifetime incidence and a 70% survival rate, against a very high cost. (unverified)
• 健康险的缺口：不覆盖长期护理，很多特效药和高端治疗也不在里面。我们的产品补的就是这一块。
• The gap in health insurance: no long-term care, and not much of the expensive drug and treatment tier. That gap is what our products fill.

生前福利：五类条款Living benefits: five categories

很多客户的误区是"保险是人死了才赔钱的"。现在的产品活着生了大病也能用， 这是最大的卖点，新人要背下来。

Most clients assume a policy only pays after death. Current products pay while you're alive and seriously ill. It's the strongest selling point on the page. Learn it cold.

具体条款、比例与上限以各承保公司当期保单为准， 详见生前福利一文。

Exact definitions, percentages, and caps come from each carrier's current contract. See Living Benefits.

怎么聊How to run it

1. 用数据开场，然后问「治疗费用从哪里来？」
2. Open with a number, then ask where the money for treatment comes from.
3. 算缺口：「你的健康保险自付额多少？住院一天多少？ICU 一天多少？能全报吗？」
4. Do the gap: deductible, cost per hospital day, cost per ICU day. Is it all covered?
5. 讲生前福利：「这份保险不只是给家人的，你活着生了大病也能用。」
6. Then living benefits: "this isn't only for your family. You can use it yourself if you get seriously ill."
7. 如果家里有老人：「你身边有没有老人得了阿兹海默？那个护理费用你了解吗？」
8. If there are elderly parents: ask whether they've seen dementia care up close, and what it cost.
9. 收尾：「保险就像附身符，希望永远用不到，但一定要有。」
10. Close: "you hope you never use it. You still want it."

03 · 资产传承03 · Legacy

很多新人以为只有有钱人才用得上。两类客户都用得上，只是打法不同。

New agents assume this is only for wealthy clients. Both groups need it; the approach differs.

可以用的产品Products that fit

• IUL：灵活保费，现金值与指数挂钩，兼顾增长与传承。
• IUL: flexible premium, index-linked cash value, growth and legacy together.
• Survivorship Life（夫妻联保）：第二人去世后赔偿，因为保两条命，保费更低。
• Survivorship life: pays on the second death; two lives means a lower premium.
• Term + Conversion：先用低保费锁定保额，条件好了再转终身。
• Term with conversion: lock the amount cheaply now, convert later.
• 年金 + 寿险组合：年金管退休收入，寿险管传承。
• Annuity plus life: the annuity handles income, the policy handles legacy.

04 · 教育基金04 · Education funding

对华人客户特别有效。华人最重视教育，跟任何一个家长聊孩子上学，都有话说。

This one works especially well with Chinese-speaking clients. Education is never a short conversation.

学费涨了多少How much tuition moved

20 年涨幅超过 144%。 表本身不需要你加工，放在客户面前，客户自己就紧张了。

Over 144% in twenty years. You don't need to editorialize. Put it in front of someone and it does the work.

六种工具的取舍Six tools, and their trade-offs

「百万宝贝」的结构The "million-dollar baby" structure

给孩子从小配一份 IUL，一份保单覆盖一生的几个关键节点： 大学阶段取学费、三十岁前后取一笔做婚嫁或创业、退休后转成终身现金流。

An IUL opened for a child, structured so one policy covers several milestones: tuition during college, a lump sum around thirty for a wedding or a business, and lifetime income after retirement.

怎么聊How to run it

1. 「你家孩子几岁了？有没有开始规划教育基金？」大部分家长会说还没有。
2. "How old are the kids? Have you started on college?" Most say no.
3. 给数据冲击，用上面那张表。
4. Hand them the table above.
5. 给解决方案：「现在开始每个月存一点，孩子上大学时就有一笔现成的钱。早开始保费低、时间长、复利好。」
6. Then the fix: start small now; by the time it's needed the money exists. Earlier means cheaper and longer compounding.
7. 如果客户已经有 529：「529 只能用在教育上，保险的用途灵活；529 算家庭资产可能影响助学金，保险不会。」
8. If they already have a 529: it's education-only and it sits on the aid form. This doesn't.
9. 情感收尾：「最好的教育投资不是补习班，是确保他们有钱上大学。」
10. Close: "the best thing you can buy for their education isn't tutoring. It's making sure the money is there."

05 · 退休规划05 · Retirement

亲生仔不如近身钱，近身钱不如永续现金流。

Better than children is your own money. Better than your own money is income that never stops.

业务量最大的板块，也是永远不会过时的话题。先把退休金的来源过一遍：

The biggest block of business, and the one topic that never goes stale. Start by walking through where retirement money comes from:

其他工具都没问题，只是不要把所有鸡蛋放一个篮子。 IUL 和年金是退休规划里的一块拼图，不是全部。

None of the others are bad. The point is not to put everything in one place. IUL and annuities are a piece of the plan, not the plan.

IUL 做退休的六个优势Why IUL works for retirement

• 免税增长：现金值增长不交税。
• Tax-deferred growth: the cash value isn't taxed as it grows.
• 免税取用：通过保单贷款提取，不计入收入。
• Tax-free access: taken as a policy loan, it isn't income.
• 不影响社保：贷款不算收入，不会把社保推进征税区间。
• Doesn't push Social Security into tax: a loan isn't provisional income.
• 没有 RMD：不像 401(k)/IRA 到年龄必须强制提取。
• No RMD: unlike a traditional retirement account.
• 身故保障：退休后仍然有 Death Benefit。
• A death benefit survives into retirement.
• 生前福利：重病、慢病、末期病可提前支取。
• Living benefits: accessible on serious illness.

机制细节见 IUL 如何运作。

The mechanics are in How IUL Works.

年金：活多久领多久Annuities: it pays as long as you do

产品名称与条款以承保公司当期资料为准； Income Driver 的细节见退休年金 Income Driver。

Product names and terms follow the carrier's current material; see Income Driver.

年金适合谁Who annuities suit

1. 退休账户有钱的人：401(k)、IRA 里有积蓄，想把一部分转成终身收入。
2. People with retirement balances who want part of it turned into lifetime income.
3. 身体不好、买不了保险的人：年金不需要体检，带病也能买。 遇到被拒保的客户不要放弃，转谈年金。
4. People who can't get underwritten: annuities need no exam. A declined life case is not a dead case.
5. 保守型投资者：费用结构更透明。
6. Conservative investors: the cost structure is easier to see.
7. 不婚族、丁克家庭：没有传承需求，更在意自己的退休质量。
8. People without heirs: the priority is their own retirement, not a legacy.
9. 中青年：不可忽视。越早开始复利越强。
10. Younger clients: don't skip them. Time is the whole advantage.
11. 儿童年金：从小积累，长大后有终身收入来源。
12. Children: start early, and lifetime income exists later.

06 · 风险转移06 · Debt and duty

最直接、最好理解的切入方式，逻辑简单：你有债，保险帮你还。 适合刚买房、刚贷款的客户，也适合新人练手。

The most straightforward angle there is: you have debt, the policy clears it. Good for anyone who just bought a house, and good practice for a new agent.

按场景开口Openers by situation

• 有房贷：「房贷还剩多少？如果明天你不在了，另一半能独自承担吗？还不起的话，家人住哪里？」
• Mortgage: "How much is left? Could your partner carry it alone? And if not, where do they live?"
• 企业主：「公司没有你了，员工工资谁发？供应商货款谁付？合伙人怎么办？」
• Business owner: "Without you, who makes payroll? Who pays suppliers? What happens to your partner?"
• 新婚：「你们刚贷款买了房，如果一方出事，另一方一个人怎么还？」
• Newly married: "You just took on a mortgage together. If one of you isn't here, what does the other do?"
• 新手父母：「孩子刚出生，未来 18 年的抚养费你算过吗？如果你不在了呢？」
• New parents: "Eighteen years of raising a child: have you costed it? And if you're not here?"

07 · 老客户07 · Existing clients

始于缘分，忠于人品。签完单，关系才刚开始。

The relationship starts at the sale.

1. 售后服务是新的开始：客户有问题要能找到你。
2. Service starts at the sale: be findable when something comes up.
3. 事先约定：保单的事先跟我沟通，不要自己乱操作。有些客户自己打给保险公司改东西，改出问题很麻烦。
4. Agree up front: come to me before changing anything. Clients who call the carrier themselves create expensive messes.
5. 回报不好的时候主动联系：不要逃避。客户能接受市场波动，不能接受你消失。
6. Call when results are bad: don't go quiet. People forgive a market. They don't forgive silence.
7. 定期 Review：每 3–5 年过一次保单。「如果我记得，我会找你；如果我没记得，请你找我。」
8. Review every three to five years: "if I remember, I'll call. If I don't, call me."
9. 跟着人生变化更新需求：结婚、生子、换工作、收入变了，保障也要跟着调整。
10. Update as life changes: marriage, children, a new job, a new income.
11. 不适合的单不做：宁可不做也不害客户。你的口碑比一张保单重要得多。
12. Don't write a bad fit: walking away costs less than the alternative.
13. 种种子：每次服务都是在种一颗信任的种子。
14. Plant: every act of service is a seed.
15. 和优质客户常来常往：优质不看保单大小，看他认不认可你、愿不愿意帮你介绍。
16. Stay close to the good ones: "good" means they trust you enough to introduce you, whatever the size of their case.

转介绍的五个方法Five ways to get referrals

08 · 招募08 · Recruiting

第八个切入点是把人带进来，不只是卖产品。 完整内容在招募一篇。

The eighth way in is bringing someone onto the team rather than selling them something. It has its own article: Recruiting.

发现需求：怎么问Uncovering the need: how to ask

PFA 2025 年调查里，经纪人最想要的培训是开发客户和招募；销售流程最难的依次是找客户、处理异议、成交、讲解、年检。 办法是：说 20%，听 80%；当侦探，提问题，不急着下结论。事实要问，感受也要问。

In PFA's 2025 survey, agents' top training request was prospecting and recruiting; the hardest sales steps were finding clients, then objections, closing, presenting and annual reviews. The approach: talk 20%, listen 80%; be a detective and ask questions before drawing conclusions. Ask about facts and feelings both.

四个人生阶段Four life stages

见面前的「Financial State of Mind」问卷The "Financial State of Mind" questionnaire before the meeting

国家人寿按八类客户（新婚、有孩子的夫妻、同居伴侣、空巢、婴儿潮、X 世代、Y 世代、已退休）准备了问卷，客户在第一次见面前勾选「说的就是我们」的句子，例如： 合并财务、学生贷款和存钱怎么排、买房、税交太多、遗嘱和信托、团体保险够不够、钱让夫妻吵架、孩子上大学、旧的 401(k)、照顾父母、什么时候领社安金、换小房子、怎么和父母谈遗产、 长期护理、留钱给孩子还是自己享受、RMD、孙辈、卖家族企业。勾出来的句子直接决定需求分析表先填哪几部分。

National Life has questionnaires for eight client types (newly married, married with children, domestic partners, empty nesters, boomers, Gen X, Gen Y, retirees). Before the first meeting the client ticks the "that's us" statements, such as merging finances, student loans versus saving, buying a home, paying too much tax, wills and trusts, whether group cover is enough, money stress in the relationship, college, old 401(k)s, caring for parents, when to claim Social Security, downsizing, talking to parents about their estate, long-term care, leaving money versus enjoying it, RMDs, grandchildren, selling a family business. The ticked statements decide which fact-finder sections come first.

需求分析表怎么变成方案From fact finder to recommendation

• 65 岁以下身故保额需要大约是收入的 10 倍（受核保收入倍数限制）；净需要 = 主保单身故金 + 公司团险 − 负债。不够时考虑 CMC。
• Under 65, the death-benefit need is roughly 10× income (within underwriting's income multiples); net need = base death benefit + employer cover − debts. If it falls short, consider a CMC.
• 家里还有别人一旦走了会造成超过 $5 万损失的，也考虑 CMC；在读的成年子女可以用 CMC 锁定可保性。
• Anyone else whose death would cost the household more than $50k is a CMC candidate too; adult children in school can lock in insurability with one.
• 家族病史（阿尔茨海默、心脏病、癌症、中风、糖尿病等）→ 讲生前福利。
• Family history (Alzheimer's, heart disease, cancer, stroke, diabetes…) → talk about living benefits.
• 有旧雇主计划、IRA、CD → 讨论累积型还是收入型年金，只有在适当时才转存。
• Old employer plans, IRAs or CDs → discuss accumulation versus income annuities, rolling over only when suitable.
• 自雇：企业类型、规模、有没有买卖协议、关键员工、退休计划 → 见《高端市场》。
• Self-employed: entity type, size, buy-sell, key employees, retirement plan → see Advanced Markets.

从工作经历自然问到旧退休账户：填 eApp 的「目前雇主」时顺着问：「在现在的公司多久了？」「以前的雇主那里有没有退休储蓄？」「当时转出来了，还是留在原地？」留在原地的旧 401(k) 常常没人管，这就是一个值得一起看的问题（是否转存仍要按适当性判断）。

From job history to old retirement accounts: while filling in the eApp's current-employer section, ask: "How long have you been there?" "Did you have retirement savings with earlier employers?" "Did you roll them over or leave them?" An old 401(k) left behind is often unattended, and worth looking at together (whether to roll it over is still a suitability call).

七天练习：写下你帮谁、解决什么问题；准备一句开场白和一句征求同意的话；每天练。国家人寿录播课在 Agent Portal → Training → Learning Library → PFA Content Library。

The seven-day challenge: define who you help and what problem you solve; prepare one opener and one permission question; practise daily. National Life's recorded courses are at Agent Portal → Training → Learning Library → PFA Content Library.

一次失败换来的六条Six lessons from getting it wrong

1. 客户期望管理：签单前把丑话说在前面。「保证赚钱」「绝对不亏」这种话说了就是定时炸弹。
2. Manage expectations: say the awkward parts before the signature. "Guaranteed" and "can't lose" are time bombs.
3. 产品匹配：60 岁的客户做 30 年的 IUL，合适吗？
4. Fit the product: a thirty-year IUL for a sixty-year-old. Is it right?
5. 跟进服务：签完单就不管，客户有问题找不到你，你就完了。
6. Keep serving: disappear after the sale and you're finished.
7. 透明沟通：收益不好时主动联系，不要装死。
8. Be transparent: reach out when results disappoint. Don't play dead.
9. 持续学习：市场、产品、政策都在变。
10. Keep learning: the market, the products, and the rules all move.
11. 心态：失败不可怕，怕的是失去信任。处理得当，一次不好的经历反而让客户更信任你。
12. Mindset: failure isn't the risk. Losing trust is. Handled well, a bad stretch can deepen it.

两张随身的图Two diagrams worth carrying

六条心态Six habits of mind

1. 真诚为本：心思放在帮客户解决问题上。
2. Sincerity: your job is to solve their problem.
3. 专业取胜：客户选你不选别人，是因为你比别人专业。
4. Expertise: the reason to choose you over someone else is that you know more.
5. 勤奋坚持：销售是数字游戏，见的人越多成交越多。没有捷径。
6. Volume: this is a numbers game. More conversations, more sales. No shortcut.
7. 拒绝是常态：每一个"不"都让你离"是"更近一步。
8. Rejection is the job: each no moves you closer to a yes.
9. 长期主义：不做一锤子买卖。一个满意的客户能带来好几个新客户。
10. Play long: one satisfied client brings several more.
11. 团队协作：不懂的问前辈，复杂的请主管帮忙。
12. Use the team: ask when you don't know, and bring someone senior into a complex case.