Use this on appointments to uncover needs, build trust, and set up the Financial Needs Analysis.
Set the frame before you show anything. This lowers pressure, gives you permission to ask, and makes the close feel natural instead of pushy.
“Before I show you anything, I want to understand your situation. I’m going to ask you some questions. There are no wrong answers, and nothing here commits you to anything. At the end, I’ll show you what I see and you can decide what makes sense. Sound fair?”
The real trigger. A new baby, a job change, a death in the family, a scary bill.
“How long has that been on your mind?”
Note it. This is your close later.
Spouse, kids, aging parents, a sibling, a business partner.
“If your paycheck stopped tomorrow, who feels it first?”
Nearly 1 in 3 Americans would hit serious financial trouble within one month of losing a primary earner. You are making that real, not scary.
Work coverage only, an old policy, or nothing. Most people are not sure what they have.
“Do you know the amount? And does it follow you if you leave that job?”
People often think group coverage at work is enough. It usually isn’t, and it usually doesn’t travel.
A number, or a long pause. The pause is the answer.
“What would you want that number to be? A year? Five? Until the kids are grown?”
This is the single best question in the script. It moves the conversation from a product to a person.
Credit cards, car loans, student loans, mortgage. Ask for the ballpark, not the exact penny.
“Which one bothers you the most?”
Debt consolidation and interest rates are among the most-searched money topics in the country. If you can show a payoff path, you have earned real value.
“Yeah, I think there’s one somewhere.” That is very common.
“Do you know what it’s invested in, or what it’s costing you?”
Orphaned 401(k)s are easy wins. Rolling them into an IRA is a clear, concrete next step.
Whether they chose it on purpose or just took the default.
“At what age would you like to have the choice to stop working?”
Only about 4 in 10 Americans are actively investing for retirement today. Most people have never had anyone run the math with them.
Ages of the kids and whether college is a stated goal.
“Would you want to help with that, and how much?”
Parents often sacrifice retirement to fund college. Naming that tension makes you the advisor, not the salesperson.
Protection, debt payoff, or savings. Their answer tells you their priority order.
“Do you have money set aside for an emergency right now?”
You are testing capacity and priorities at the same time, without asking “what’s your budget?”
A spouse who isn’t in the room, or a vague timeline.
“Is there any reason we couldn’t get started once you see the numbers?”
This prevents the “let me talk to my spouse” stall. Get the decision-maker in the room the first time.
Frame it as helpful, not disqualifying: “Most conditions are still insurable. I just want to point you toward the right option instead of wasting your time.”
Expect it. Answer it calmly and move on.
Rule: Do not get defensive and do not oversell. Confidence closes; arguing doesn’t.
Not a substitute for your required compliance materials or approved presentations. Follow all Primerica compliance guidelines for licensed conversations and product recommendations.