When people ask me what I do for a living, I give them the simplest answer possible:
“I help families make sure their loved ones don’t have to worry about money when they die.”
Nobody argues with that. Everyone understands it. And most people immediately realize they need it.
That simple focus has made me over $5 million selling one product in the insurance industry.
Not by selling 20 different products. Not by becoming an expert in every type of coverage imaginable. Not by chasing every shiny new opportunity that came my way.
By selling one product really, really well.
Final expense insurance.
The $5 Million Product Everyone Needs But Nobody Talks About
Here’s what most people don’t realize: the average funeral in America costs between $7,000 and $15,000.
Think about that for a second.
How many families do you know who have $15,000 just sitting around for an emergency? Especially one that comes with grief, shock, and the emotional chaos of losing someone they love?
The statistics are sobering. Most Americans can’t cover a $400 emergency without borrowing money or putting it on a credit card. Yet when someone dies, their family is suddenly facing a bill that’s 20 to 40 times that amount.
And it’s not optional. Funerals have to happen. Bodies have to be buried or cremated. Death certificates have to be obtained. There are immediate costs that can’t be delayed or negotiated away.
This is the reality every single family will face eventually. Everyone knows they’re going to die. But most people haven’t made any real plans for what happens next.
That’s where my $5 million product comes in.
Why Final Expense Insurance Made Me $5 Million
Final expense insurance isn’t like other insurance products. It’s not complicated. It’s not hard to understand. It’s not something people have to be convinced they need.
When I call someone and explain that final expense insurance makes sure their family won’t have to worry about funeral costs during the worst time of their lives, they get it immediately.
There’s no lengthy sales presentation required. No complex charts showing cash value projections over 30 years. No confusing riders or policy options to navigate.
It’s simple: You pay a small monthly premium. When you pass away, your family gets a check to cover your final expenses. End of story.
The simplicity is what made it my $5 million product. People can make a decision quickly because they understand exactly what they’re buying and why they need it.
How I Made $5 Million by Focusing on One Product
While other agents are trying to master term life, whole life, universal life, annuities, disability insurance, and everything else under the sun, I chose a different path.
I decided to become the absolute best at selling one product.
I learned everything there was to know about final expense insurance. I studied every objection, every concern, every question that prospects might have. I practiced my presentations until I could handle any situation that came up on a call.
Instead of being mediocre at 10 different products, I became exceptional at one.
And here’s what I discovered on my way to $5 million: when you truly master something, everything becomes easier.
You can handle objections with confidence because you’ve heard them all before. You can educate prospects quickly because you know the product inside and out. You can close sales more efficiently because you understand exactly how to position the solution.
Most importantly, you can serve your clients at the highest level because you’re not fumbling around trying to figure out which product might work best for their situation. You know exactly what you’re offering and why it’s the right fit.
My $5 Million Sales Process
Let me give you a real example of how I sell the product that made me $5 million.
When I call a prospect, here’s basically what I say:
“Hi [Name], I’m calling because you expressed interest in making sure your family won’t have to worry about paying for your funeral when the time comes. The reason I’m calling is to help you get a small life insurance policy that will cover those expenses so your loved ones can focus on grieving instead of figuring out how to come up with $10,000 or $15,000 for funeral costs. Does that make sense?”
That’s it. No fancy sales pitch. No complicated explanation. Just a clear statement about the problem I solve and how I solve it.
From there, the conversation flows naturally because we’re talking about something they already know they need. I’m not trying to create a need that doesn’t exist. I’m helping them address a real concern they already have.
This approach has generated over $5 million in income for me personally.
The $5 Million Results
This focus on one product has generated over $5 million in income for me personally. But more importantly, it’s helped thousands of families make sure their loved ones won’t face financial hardship during an already difficult time.
I sleep well at night knowing that the work I do matters. I’m not pushing products people don’t need or creating artificial urgency around complicated financial instruments. I’m solving a real problem that affects every single family.
The money follows naturally when you’re genuinely helping people with something they actually need.
And when you focus on helping people with one specific thing, the results compound. Word of mouth spreads. Referrals come naturally. Your reputation grows as the person who solves that one specific problem better than anyone else.
That’s how you build a $5 million business selling one product.
Why Most Agents Never Hit $5 Million
I watch agents all the time who are spinning their wheels trying to be everything to everyone.
Monday they’re trying to sell term life insurance. Tuesday they’re pitching whole life policies. Wednesday they’re learning about annuities. Thursday they’re studying disability insurance. Friday they’re attending a seminar about the latest and greatest universal life product.
By the end of the week, they’re exhausted and confused. They don’t know enough about any one product to be truly confident. They can’t answer detailed questions without looking things up. They struggle to position solutions effectively because they’re not really experts at anything.
Meanwhile, their prospects can sense the uncertainty. People don’t buy from agents who seem unsure about what they’re selling. They buy from experts who clearly know what they’re talking about and can guide them confidently toward the right decision.
That’s why they never hit $5 million. They’re spreading their effort too thin.
The $5 Million Lesson for Any Business
This principle extends far beyond insurance. In any industry, the businesses that generate massive income are usually the ones that do one thing exceptionally well, not the ones that try to do everything adequately.
Think about the most successful companies you know:
Google focused on search before expanding into other areas. Amazon started with books before becoming the everything store. Apple perfected personal computers before moving into phones and tablets.
They became dominant by mastering one thing first, then leveraging that expertise into related areas.
The same principle applies whether you’re selling insurance, running a restaurant, providing consulting services, or building any other kind of business. Focus beats scattered effort every single time.
If you want to build a $5 million business, start by picking one problem you can solve better than anyone else.
What’s Your $5 Million Product?
If you’re struggling to gain traction in your business, maybe it’s time to ask yourself: What’s the one product I could focus on selling really, really well?
For me, it was final expense insurance. For you, it might be something completely different.
But whatever it is, I guarantee you’ll make more progress by becoming exceptional at one thing than by being mediocre at many things.
The market rewards expertise. Customers pay premium prices for solutions from people who clearly know what they’re doing. And you’ll sleep better at night knowing you’re truly serving people at the highest level.
Simple. Necessary. Profitable.
That’s how you build a $5 million business selling one product.
David Price built The PRICE Group into an 8-figure insurance agency by focusing on what matters most: helping families protect themselves from financial hardship during difficult times. His approach proves that massive success comes not from doing more, but from doing the right things exceptionally well.
