Doing a multi-product sales review is easy.

1. Collect your sales data for the last twelve months.

2. Fill in the number of sales by product line, as noted below.

3. Look at how many sales you’ve made in each product category.

4. Finally, consider how many clients you have and what products you haven’t talked to them about.

Critical Illness # of SalesDisability # of SalesLong Term Care # of SalesSeg Funds # of SalesAnnuities # of SalesGroup # of Sales
PermTo 65Small
Life Insurance# of SalesLife Insurance# of SalesLife Insurance# of Sales
Universal LifeTerm to 10020 Year Term
Whole Life – Life PayTerm to 7515 Year Term
Whole Life – Pay to 65Term to 7010 Year Term
Whole Life – 25 PayTerm to 655 Year Term
Whole Life – 20 Pay40 Year Term1 Year Term
Whole Life – 15 Pay35 Year Term
Whole Life – Quick Pay30 Year Term
Whole Life – Other25 Year Term

Read: Eight tips to ensure more insurance sales

Here are some ideas to make this chart even more useful.


  • placing a product list or chart like the two above in each client file
  • asking your client to put a check mark beside the products she owns
  • placing another symbol beside products you’ve discussed with the client, but they’ve chosen not to buy (yet)
  • noting the products on the list clients have bought from other advisors or institutions
  • explaining that these products are also available through you
  • mentioning that these products are also available to members of their family
  • saying that like a family doctor, you refer clients when an insurance specialist is required
  • planning to have all your client meetings with this new process eight months before each client’s birthday

A multi-product sales plan need not be any more onerous than a gap analysis supported with a strategy and tactical plan.

Helena Smeenk Pritchard has over 36 years of experience in the insurance industry and is the Principal of Helena Smeenk Pritchard & Associates, a leader in “Insurance Know-How” training. Helena publishes a weekly free ‘Did You Know’ newsletter on her site.