You might think they have no money and the only product they’re interested in buying is burial insurance, but that stereotype simply doesn’t hold water. Blue-collar workers have the same hopes and dreams we all have—starting businesses, sending their kids to school and leaving a legacy—and they’re willing to do whatever it takes to get it done. Plus, in rural areas, these prospects can form a motivated client base that provides quality referrals to the people they work for and with. Here’s how to capture and profit from this underserved market.
- Sell to anyone with a need. For example, blue-collar workers often take out loans to start small businesses, but because they don’t have extensive credit records, they need assets to cover the loan. A term insurance policy might fit that need.
- Try working the “tip market.” Talk to the person who serves you lunch at the diner, or the guy who services your car. Let them know how you can help them with loan security or family protection. If they’re receptive, leave your card with the tip. If you work with them and they like what you’ve done, they may refer you to their boss.
- Educate. Many workers simply don’t know the benefits insurance can provide. They often don’t know it can help educate their children or pay them a salary when they can’t work anymore. Also, disability income coverage can be key for those who make their living doing manual labor.
- This market is under-served so if you can build a reputation as “a friend of the working man” you can quickly capture a base of clients through referrals.
- Point out the gaps in group coverage. Often it is not enough, and it can be reduced or eliminated by the employer at any time. If you can discuss life and disability income coverage in terms of replacing a weekly paycheck, then you’ve got the blue-collar worker’s attention.
These tips were taken from the article "Working-Class Heroes" by Chuck Jones, which originally appeared in the March 1997 issue of Life Association News.