How do I help families not see life insurance?

How do I help families not see life insurance as a bill but rather protection for their family? I am on a crusade to help families become properly protected (create an immediate estate) in case of a loved ones untimely death. Of lately, prospects see life insurance as another bill. Although it is; can any life insurance agent please share with me how they get around to making sales in the life insurance industry? Thank you.

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