Making Disability Insurance Conversations Count: A New Language for Income Protection
We can all agree that protecting a client’s income in the event of illness or injury is a foundational part of a sound financial plan. Yet, disability insurance (DI) remains one of the most under-discussed and misunderstood types of coverage.
So why aren’t more financial professionals having consistent, productive conversations about income protection? Why don’t more clients understand its value—and why aren’t more policies being sold?
To get to the heart of these questions, Met Life conducted in-depth market research with consumers, producers and wholesalers. The findings were clear: the key to driving more engagement and more DI sales lies in the words we use.
- Begin the conversation by identifying your best-fit clients
- Shift your language to be more client-friendly and benefit-driven
- Sustain the dialogue by addressing objections and building trust
Let’s dive in.
Step 1: Begin the Disability Insurance Conversation
Position Disability Insurance as Income Protection
Disability insurance is designed to replace a portion of a client’s income if they can’t work due to illness or injury. It helps pay everyday expenses, maintain quality of life and provide financial stability while they recover.
Even if clients don’t expect to become disabled, it’s easy for them to understand the value of protecting their income—“just in case.”
Identify Your Ideal Disability Insurance Client
Successful DI sales start with targeting the right audience. Many of your clients may not be actively asking for DI—but they’re ideal candidates when you look closer. According to the research, the best prospects typically:
- Are employed full-time
- Are between the ages of 25 and 50
- Have children or financial dependents
- Earn a household income of $75,000 or more
- Work in occupations such as:
- Medical and dental professionals
- Business owners and entrepreneurs
- Corporate managers and executives
- White- and grey-collar professionals
These individuals often have a lot riding on their ability to earn an income—and are more open than you might expect to conversations about how to protect it.
Step 2: Shift the Disability Insurance Conversation
The research showed that small but meaningful changes in how you talk about DI can dramatically improve how clients perceive it. Here are three strategic shifts that make a big difference:
🔁 Shift 1: From “Disability Insurance” to “Income Protection”
The term “disability insurance” can feel technical, negative or even intimidating. Clients don’t always connect it with their real-life financial goals.
Instead, lead with the concept of income protection. This more positive framing connects directly to what clients value most—stability, security and staying on track financially.
Try This:
You Say…
“Disability insurance is an important part of your financial plan.”
They Think…
I already have insurance policies … I don’t need another one.
Instead Say…
“Your income is the foundation of your entire financial plan. Think of disability insurance as income protection—coverage that keeps everything else intact if life takes a turn.”
🔁 Shift 2: From Standalone Pitch to Integrated Coverage
Clients often dismiss DI when it’s presented by itself. However, when you position it as part of a larger insurance conversation, especially in the context of life insurance, it gains relevance.
Connect Disability Insurance to Life Insurance:
Most clients understand the value of life insurance. Use that as a springboard. After all, life insurance protects the future after someone passes—DI protects the present while they’re living.
Try This:
You Say…
“We need to think beyond the basics and plan for the unexpected.”
They think…
I already have life insurance. I’m good.
Instead Say…
“Life insurance protects your loved ones when you’re gone. Let’s talk about how to protect your income while you’re alive—if you become unable to work.”
Connect Disability Insurance to Group DI:
Many clients have some group disability insurance through work. But they often misunderstand what it covers—or assume it’s “enough.”
Avoid criticizing group policies. Instead, position individual DI as a complement—filling the income gap, covering bonuses or commissions and staying with them if they change jobs.
Try this:
You Say…
“Your group plan only covers 60% of your income and excludes bonuses.”
They Think…
Why are you downplaying what I already have?
Instead Say…
“Group disability insurance is a great start. Individual coverage can add even more stability and customization, especially for high earners or variable income.”
🔁 Shift 3: From Fear-Based Language to Realistic Stability
Scare tactics—like focusing on foreclosure, depleted savings or inability to feed your family—often cause clients to shut down. On the flip side, overly aspirational messages about “protecting your dreams” can feel tone-deaf.
Instead, strike a balance with the language of stability. Most clients want to maintain their current lifestyle and long-term goals. Frame DI as the tool that helps them do exactly that.
Try This:
You Say…
“What happens when your emergency fund runs out?”
They Think…
You’re just trying to scare me.
Instead Say…
“Disability income insurance helps you maintain your lifestyle and minimize disruptions, even during a tough period. It keeps your financial plan moving forward.”
Step 3: Sustain the Conversation
Even the best opening pitch won’t lead to a sale if the follow-through isn’t thoughtful. Here’s how to keep the momentum going:
- Affirm What They’re Already Doing Right.
Acknowledge smart steps like having group DI or life insurance. This builds confidence and reduces defensiveness. - Emphasize Customization.
Position disability insurance as a flexible, tailored solution—not a one-size-fits-all product. Empower the client to shape the coverage around their needs. - Use Realistic Optimism.Be honest: they may never need to use their policy. But if they do, it will be essential. This honesty builds trust.
- Provide Insight, Not Pressure.Clients don’t want to be sold to. They want a trusted advisor. Keep the tone educational and let them come to their own decision.
Make Your Words Work
While language alone can’t guarantee a sale, using the right language can break down barriers and change the way clients perceive DI.
Here’s a quick-reference table to guide your conversations:
Shift Away From…
- Scare tactics, negativity, high-pressure
- “Disability Insurance”
- Raw statistics, grim hypotheticals
- Comparisons to auto/home insurance
- One-size-fits-all pitches
- Selling against group DI
- “What happens when…” scenarios
- Aspirational jargon
Shift Towards…
- Stability, security, empowerment
- “Income Protection”
- Realistic benefits and lifestyle goals
- Integration with life or group coverage
- Flexible, client-driven solutions
- Positioning as supplemental coverage
- “Let’s make sure you stay on track”
- Practical value and everyday stability
Final Takeaway: Focus on the Why, Not Just the What
Disability insurance isn’t just another policy—it’s the glue that holds a financial plan together when life throws a curveball. By shifting the words you use and the way you frame the conversation, you can help clients clearly see its value.
Use these strategies to open the door, build trust and guide clients toward protecting their most valuable asset: their income.
For more sales advice and product knowledge, reach out to your Local Sales Rep. Already have a client in mind, you can submit quote requests, view underwriting case status and more in our Advisor Portal.
