Most insurance executives whom I’ve spoken with estimate that 65 to 70 percent of all trips sold by travel agents are not insured by either the supplier or third party. If over twothirds of trips are uninsured, to me, this represents two things.

First, agents are missing out on a tremendous opportunity to increase their commission revenue. Second, in today’s litigious society, agents are exposing themselves to legal action if it can be proven coverage was not offered.

Assuming you are selling full coverage, instead of calling it “cancellation insurance,” consider referring to the policy as “medical coverage when traveling out of network or abroad.” Cancellation and trip interruption insurance is an added benefit.

In the minds of most customers, once they have purchased their cruise or tour, the odds of cancellation are slim to none. So, if you lead with “cancellation coverage” they will most likely decline unless they have extenuating circumstances such as medical issues. However, if you position the policy as “medical coverage” with other extensive benefits – especially if the clients are traveling internationally – they will buy almost every time.

Be sure to ask clients about their family’s medical insurance. Most health insurance providers do not offer coverage outside North America.

Position travel insurance as healthcare while traveling abroad – and let clients know one call to the provider works toward ensuring they receive the proper care from bilingual doctors and nurses and air ambulances to an acceptable facility.

Consumers are in tune with the incredibly high cost of healthcare. When you point out that their out-of-pocket costs for virtually any treatment on a ship or in a foreign country will most likely exceed the premium, they will usually buy without further hesitation.

Remember, it’s all in how you position and package the product that will make the difference in your sales.

COUNTERING CLIENT OBJECTIONS

You may hear the objection from clients that they already have coverage through such credit card companies as American Express. You would be well served to inform them that they would need to contact the credit card company for information on registering their trip.

This puts the onus on clients to do the work, which is typically something they don’t want to do – which is why they are using you as the agent. The fact that you are endorsing the provider will usually do the trick.

If they decline, make sure you have it in writing. If they decline over the phone, record the date, time and person who declined the coverage and put it in their fi le. When there are thousands of dollars at stake, even your best friends may turn on you, so cover yourself.