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Aside from the actual pitch and your phone skills I would have to say P&C would be more effective. I was a L&H agent and talk to countless P&C and L&H agents. In my opinion, whether the economy is good or bad people will need P&C and health insurance. The life policy is usually the first to go when money is tight.
I would always lead with the product that is going to be my best "door-opener," sell it if possible, earn their trust with that first sell then go back and cross-sell other products. I would never ask a question that I didn't know the answer to or wouldn't get someone talking.
"Do you think you're paying too much for your X policy?" Most people think they're paying too much.
"Have you ever had a problem with a claim?" Maybe... maybe not.
"If you don't get this X policy do you have a lump sum of money you could use god forbid some type of emergency?" If they do then idea for an annuity or other product LATER after this sell. If no, then reinforces the need for X policy.
It's really just fact-finding and asking questions and this is something that comes with time and exposure. I do have some great ideas for P&C agents on the phone I can share... just wanted to share my two cents here.
Thanks.