Part of our guide: Long-Term Care Insurance: Costs, Options and Planning →
Three objections come up in nearly every long-term care conversation: it’s too expensive, I won’t need it, and my family will take care of me. Each has a thoughtful answer, and the answers work best as questions.
Key takeaways
- Cost objections usually mean the need wasn’t developed before the illustration was shown.
- “It won’t happen to me” is best answered by asking what their written plan is.
- “My family will help” is answered by asking which child would bathe them, and what it would cost that child.
“Which one of your children would you want helping you bathe?” It’s the question that changes most conversations.
Objection 1: “It costs too much”
Many advisors show an illustration too soon, so the premium becomes the problem instead of the solution. Develop the need first. Once clients understand what care would cost them and their family, the premium looks different. Design options are in five ways to make LTC more affordable.
Objection 2: “It won’t happen to me”
Ask: “What is your written plan of care if an extended health need arises?” Most people don’t have one beyond assuming family will help. Close to 70% of people turning 65 will need some form of long-term care.
Objection 3: “My family will take care of me”
Respond warmly: “It’s wonderful to have a family that wants to be there for you. Have you talked with them about it?” Then ask:
- Are your children working? Which one could cut back or quit to provide care?
- Which one would you want helping you bathe or use the bathroom?
- Wouldn’t you rather have a trained professional handle that, so your family can spend quality time with you?
See why family shouldn’t be the long-term care plan.
Why these work
Life insurance is a logical sale; long-term care is an emotional one. A care need arrives as an emergency, not a planned event. When clients understand what caregiving really involves, they see the premium as the solution rather than the problem.
Frequently asked questions
What is the most common objection to long-term care insurance?
Cost. It’s usually best addressed by developing the need before showing an illustration, then adjusting the design to fit the budget.
How do you respond when a client says their family will care for them?
Ask whether they’ve discussed it with their family, which child could cut back work, and whether they’d want family providing personal care.
Why is long-term care an emotional sale?
Because the need is about dignity, independence, and family relationships, not just money.
Reviewed by Tim Fuller on 2026-09-25
Tim Fuller
President, SRS Inc.
Tim leads SRS Inc., a full-service IMO (Independent Marketing Organization) and BGA (Brokerage General Agency), connecting independent financial professionals with life, annuity, disability income, and long-term care solutions from 60+ carrier partners.
Connect on LinkedIn →We’re Here to Help
Have a question about what you just read, or a case you’re working on? Tell us a bit about what you need, and a member of the SRS team will follow up with you personally — no obligation, no hassle.
