Making Disability Insurance Conversations Count

  • Home
  • Making Disability Insurance Conversations Count
By Scott Gray July 29, 2025

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:

🔁 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:

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:

🔁 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:

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.

Â