🤝 保險業務中的文化敏感度：懂文化的人，才真正懂客戶
很多新移民在美國第一次接觸保險時，常常有一種說不出的不自在：
- 明明聽得懂英文，卻覺得對方「不太懂自己」
- 對方問的問題很直接，讓人有點尷尬，卻又不好意思反應
- 家人很重視「面子」「長幼」「避諱」，但 agent 好像完全沒注意到
問題不一定出在產品上，而是出在一個很重要、卻常常被忽略的關鍵：
文化敏感度（cultural sensitivity）。
簡單說，文化敏感度就是：你願不願意先了解對方的背景和價值觀，再決定怎麼說、怎麼問、怎麼設計保險方案。
1️⃣ 為什麼保險需要「文化敏感度」？
保險不是買一個東西回家而已，它牽涉到：
- 家人的健康、收入、安全感
- 生老病死、意外、退休、遺產規劃
- 「萬一我不在了，家人怎麼辦？」這種很深的話題
而每一個族群、每一個家庭，對這些議題的感受都不一樣：
- 有些文化不喜歡直接談「死亡」「癌症」「意外」這些字
- 有些家庭一定要全家一起決定，不會只是「一個人」說了算
- 有些長輩不喜歡被晚輩「教育」，但願意被「陪著一起了解」
如果 agent 完全不在乎文化，只用自己的方式「一套打天下」，很容易讓客人覺得：
「你很專業，但你不懂我。」
2️⃣ 亞洲新移民常見的幾個文化差異
每個家庭都不一樣，但在華人／亞洲社群裡，常常會看到幾個共通點：
🌱 ① 比起「個人」，更重視「一家人」
- 很多爸媽買保險，想的是：「怎麼保護全家？」而不是「我自己要有多少錢」
- 有些重大決定，一定要和配偶、爸媽、小孩一起討論
- 如果 agent 一直只對著一個人講，不願意說明給其他家人聽，客人會有壓力
😶 ② 對「不吉利的話題」比較避諱
- 很多人不喜歡一直聽到「你走了之後」「你死了的時候」這類句子
- 相對比較舒服的說法是：「萬一有變化的時候」「如果有一天你不在身邊」
- 文化敏感不是不能談這些，而是 用更尊重、更溫柔的方式談
🙊 ③ 不習慣把財務細節講得很直接
- 亞洲人普遍比較保守，不喜歡把收入、資產全部講出來
- 如果一開始就被一連串的「你有多少錢」「你存款多少」「你投資多少」問到發懵，心裡會有防備
- 好的 agent 會慢慢來，說明「為什麼需要這些資訊」，而不是像審問
🗣 ④ 語言切換：有些話用中文比較說得出口
- 講到技術名詞時，用英文比較精準，講到心情時，用中文比較自然
- 有些長輩只聽得懂中文，agent 如果只用英文，會讓家人無法參與討論
文化敏感度，就是願意承認「每個家庭都有自己的節奏」，而不是覺得「別人跟自己不一樣就是麻煩」。
3️⃣ 對 agent 來說，什麼是文化敏感？什麼是踩雷？
✅ 有文化敏感度的 agent，通常會這樣做：
- 先問：「你比較習慣用中文還是英文聊這些？」
- 尊重客戶說：「我想先聽觀念，不急著做決定。」
- 願意安排時間，讓家人一起聽說明，而不是勉強其中一個人「回去自己解釋」
- 講保障的同時，不用「不孝」「不愛家人」來情緒勒索
- 願意用例子、圖表、生活化的方式解釋，而不是一直丟專有名詞
❌ 缺乏文化敏感度的 agent，常見的踩雷行為：
- 當著長輩的面，直接說：「你年紀大了，萬一怎麼樣，你小孩就慘了。」
- 不給時間翻譯或解釋，只一直說：「Just trust me, I’m professional.」
- 把客戶當成「數字」和「配額」，完全不管對方的感受
- 對客戶說：「你們亞洲人都怎樣怎樣。」（一聽就很不舒服）
文化敏感不是裝客氣，而是把對方當成一個有故事、有背景的人來看待。
4️⃣ 身為客戶，你可以怎麼「要求」文化敏感？
有時候 agent 沒有惡意，只是「不知道你在意什麼」。
你可以很自然地表達你的需求，讓對方知道你的界線：
- 語言：
👉「我比較習慣用中文聊這些，可以的話你講慢一點，或中英夾雜都可以。」 - 家人：
👉「這些決定我會跟家人一起討論，今天先聽觀念就好，不會馬上簽。」 - 節奏：
👉「我比較不喜歡被催，資料我會看，但不一定會很快回覆，你可以接受嗎？」 - 話題敏感度：
👉「我知道一定會談到比較沉重的情況，只是希望可以用比較委婉的說法，謝謝你的體諒。」
如果你開口講了，對方願意調整，那是好事；
如果你開口講了，對方覺得你很麻煩，那也很好——代表你可以早點看清這個人是否適合長期合作。
5️⃣ 多文化社會裡，保險其實是一種「翻譯」工作
在美國這樣的多元社會，保險業務其實不只是賣產品，還在做一件很重要的事：
- 把美國制度「翻譯」給新移民聽
- 把客戶的擔心和期待「翻譯」成保單的條款和數字
- 在「制度」跟「文化」之間，當一個有耐心的橋樑 🌉
有文化敏感度的 agent，不會只問你：「你要買多少 coverage？」
他／她會先問：
- 「你最擔心的是什麼？」
- 「你希望保障的是哪一部分？」
- 「在你們家庭裡，這類的決定通常怎麼討論？」
當這些問題被好好問過，你會發現：
保單不只是數字，而是跟你的人生故事有關的設計。
6️⃣ 那我呢？（Purser Services 的位置）
如果你是剛來美國，或是在美國很多年，但一直覺得「沒有人用你懂的方式跟你解釋保險」，
那你不是一個人。
對我來說，文化敏感度不是一個「技巧」，而是幾個很簡單的信念：
- 你有權利聽得懂，才決定要不要買
- 你有權利用你熟悉的語言（或中英混合）來問問題
- 你有權利慢慢來，不需要被誰催趕
在 Purser Services，我比較想做的是：
- 先用 Blog 和對話，把觀念講清楚
- 如果你覺得我的解釋方式讓你覺得安心，再來談產品也不遲
- 如果你只是想問路，也可以，我不會覺得你「浪費我的時間」
💚 結語：被理解，比被推銷重要得多
保險買不買，其實可以慢慢決定；
但你有沒有遇到一個「願意理解你的人」，會影響你很多年。
希望這篇文章能讓你知道：
- 你可以期待一個 agent 有文化敏感度，不是「將就」接受不舒服的態度
- 你可以用自己的方式、自己的語言，參與自己的財務與保障決定
- 你不是一個需要被「教育」的對象，而是一個值得被尊重的合作夥伴
如果你身邊也有剛來美國、正在摸索保險的新移民朋友，
也歡迎把這篇分享給他們，一起少走一點冤枉路。🤝💚
🤝 Cultural Sensitivity in Insurance: You Can’t Serve Clients If You Don’t Understand Their Culture
Many new immigrants in the U.S. feel an invisible discomfort the first time they sit down with an insurance agent:
- They understand the English words, but still feel “this person doesn’t really get me.”
- The questions feel too direct or too personal, and it’s awkward to push back.
- Their family cares a lot about “face,” elders, and certain taboos, but the agent seems unaware of all that.
Sometimes the problem is not the product itself, but something deeper and more subtle:
Cultural sensitivity.
In simple terms, cultural sensitivity means this:
Before you sell anything, are you willing to understand the client’s background, values, and family dynamics — and adjust how you speak and plan accordingly?
1️⃣ Why Does Insurance Require Cultural Sensitivity?
Insurance is not just “buying a product.” It touches on:
- Your family’s health, income, and sense of security
- Life, death, illness, accidents, retirement, and legacy
- Deep questions like, “If I’m not here one day, what happens to my family?”
Every culture, and every family, feels these topics differently:
- Some cultures avoid direct talk about “death,” “cancer,” or “when you’re gone.”
- Some families prefer to make big decisions together, not as individuals.
- Some elders dislike being “lectured” by younger people, but appreciate being “guided together.”
If an agent ignores culture and uses a one-size-fits-all sales script, the client may feel:
“You might be professional, but you don’t really understand me.”
2️⃣ Common Cultural Differences Among Asian Immigrant Families
Every family is unique, but in many Asian or immigrant communities, you’ll often see these patterns:
🌱 1. “Family first,” not just “me first”
- Many parents think in terms of, “How do I protect my whole family?” rather than “How much money will I have?”
- Big decisions often involve spouses, parents, and sometimes adult children.
- If the agent only talks to one person and refuses to help explain to the rest of the family, that person may feel a lot of pressure.
😶 2. Discomfort around “unlucky” topics
- Many people dislike hearing phrases like “when you die” over and over.
- Softer wording like “if something unexpected happens” or “if one day you’re no longer here” feels more respectful.
- Cultural sensitivity doesn’t mean avoiding the truth — it means discussing serious topics with care and respect.
🙊 3. Reluctance to disclose detailed financial information
- Many Asian clients are conservative about sharing income, assets, or debts.
- If the first meeting feels like an interrogation — “How much do you make? How much do you have?” — they will naturally put up a wall.
- A sensitive agent explains why certain information is needed and builds trust step by step.
🗣 4. Language switching: English for terms, native language for feelings
- Technical terms may be clearer in English, but emotions and concerns are often easier to express in the native language.
- Some elders only understand Chinese (or another language). If the conversation is 100% in English, they are effectively excluded from the decision.
Cultural sensitivity means recognizing that each family has its own rhythm and comfort zone — and honoring that, instead of seeing it as “troublesome.”
3️⃣ For Agents: What Is Culturally Sensitive, and What Is a Misstep?
✅ Culturally sensitive agents tend to:
- Ask first: “Do you prefer to discuss this in English, Chinese, or a mix of both?”
- Respect when clients say: “I want to understand the concepts first. I won’t decide today.”
- Offer to explain things to family members, instead of forcing one person to “go home and explain everything.”
- Talk about protection and planning without using guilt or emotional blackmail.
- Use examples, visuals, and simple language instead of drowning clients in jargon.
❌ Agents who lack cultural sensitivity often:
- Say things like: “At your age, if something happens, your kids will suffer,” in front of elders.
- Speak quickly in English and expect everyone to just “trust the professional.”
- Treat clients like numbers or quotas instead of human beings with families and feelings.
- Make generalizations like: “You Asians are always like this…” — which feels disrespectful immediately.
Cultural sensitivity is not about being fake or overly polite.
It’s about treating the client as a whole person with a story — not just as a potential sale.
4️⃣ As a Client, How Can You Ask for Cultural Sensitivity?
Sometimes agents aren’t malicious — they simply don’t know what matters to you.
You are allowed to express your needs clearly and calmly:
- Language:
“I’m more comfortable discussing this in Chinese, or at least partly in Chinese. Could you speak more slowly or mix both languages if possible?” - Family involvement:
“In our family, we make these decisions together. Today I’m here to learn, but I won’t sign anything before I talk to them.” - Pace:
“I don’t like being rushed. I will read the materials, but I may not respond quickly. Is that okay with you?” - Sensitive topics:
“I understand we need to talk about worst-case scenarios. I just ask that we discuss them in a respectful, gentle way. Thank you for understanding.”
If you express your needs and the agent adjusts — that’s a good sign.
If you express your needs and the agent complains or resists — that might be a sign to reconsider whether this is the right person to work with long term.
5️⃣ In a Multicultural Society, Insurance Is Also a “Translation” Job
In a place as diverse as the U.S., insurance work is not just about products. It’s also about translation:
- Translating U.S. systems and rules into something new immigrants can actually understand
- Translating the client’s worries and hopes into concrete coverage and policy design
- Standing as a patient bridge between “the system” and “the family’s culture” 🌉
A culturally sensitive agent doesn’t just ask:
- “How much coverage do you want?”
They also ask:
- “What are you most worried about?”
- “Who are you trying to protect?”
- “How does your family usually make decisions like this?”
Once those questions are honored, you’ll notice something shift:
The policy is no longer just numbers — it becomes part of your life story.
6️⃣ Where Do I Stand? (Purser Services)
If you’re a new immigrant, or you’ve been in the U.S. for a long time but still feel that “no one explains insurance in a way that truly fits you,” you’re not alone.
For me, cultural sensitivity is not a “sales trick.” It’s built on a few simple beliefs:
- You deserve to understand first, then decide.
- You deserve to use the language that feels most natural to you — or a mix of both.
- You deserve to move at a pace that matches your life, not someone else’s monthly quota.
At Purser Services, my intention is:
- To use blogs and conversations to clarify concepts first
- To discuss products only if you feel comfortable with the way I explain things
- To be okay if you’re “just asking questions” — I won’t treat that as a waste of my time
💚 Final Thoughts: Being Understood Matters More Than Being Sold To
Whether you buy a policy this month or next year is not the most important thing.
What really matters is whether you feel:
- Seen
- Respected
- Truly understood
I hope this article reminds you:
- You are allowed to expect cultural sensitivity from an agent — you don’t have to “put up with” discomfort.
- You are allowed to ask questions in your own way, in your own language.
- You are not a student who needs to be “corrected.” You are a partner in the planning process.
If you have friends or family who are also new to the U.S. and confused about insurance,
feel free to share this with them — so all of you can walk this path with a little more understanding and a little less stress. 🤝💚