Selling Insurance is not as easy as selling any old product. You have to do more than just showing up and going through the motions.

Insurance is probably one of the priciest things people will ever buy. It’s something which they cannot see, touch or hold. It’s actually an idea that you are selling and your prospect needs to like your idea. They have to trust that it will fulfill the promise you make.

First impressions last. If you are a new broker to the industry, you will obviously want to know of ways to help you become successful. You will also want to make good first impressions to help further your career.

If you’ve been in the industry for a while and you are finding it hard to convert a prospect into a customer, perhaps it’s also time to sharpen your tools and identify ways in which you can improve your sales technique.

Before you have even met with a prospect, there are ways in which you can improve your chances of closing the sale.

Here is a list of 10 things which you can do before visiting your prospect:

1. Is He/She Worth It?

If you’ve got a list of leads, don’t think that they are all opportunities for a sale. The sooner you have the ability to identify and drop these off your list – the quicker you will find the ones that are more likely to be converted to customers.

Keep in mind that the goal is to disqualify non-opportunities as soon as you can. This means you have to ask the right questions before you meet up and spend hours preparing your sales pitch.

Set up a list of questions that will lead your prospect to an outcome. The questions which may just make him or her realize that a meeting will be a waste of both of your time.

Here are few examples of questions which you could ask:

– For what reasons do you have a need for Life Insurance?
– What are your long-term financial priorities?
– Does your current financial situation allow for life insurance premiums?
– Are there any obstacles which may constrain your ability to buy a Life Policy?

2. Appearance

If you want to be taken seriously, you will have to dress professionally. Some people may disagree, but you cannot work and play in the same clothing!

Not only will your prospects take you more seriously but when you’re the sharpest dressed person in the office, so will your boss and colleagues.

Confidence comes from the outside in. If you look the part – everyone, including yourself, will start to believe it. Invest in a few good classic suits – it is certainly an investment in your career.

Here are some appearance “Must-Do’s” when it comes to closing that sale:

  • You are selling insurance, which is a long term and expensive product and so too do you need to look like a long term investment! Remember that.
  • With technology and electronic mediums, many companies and salespeople are dressing down, but because selling insurance requires more face-to-face contact with your prospects and clients – your appearance still plays a huge role in the way you are perceived. Don’t just dress down because everyone else is.
  • Grooming is also important. You prospect notices everything. Keep your hair, teeth, nails and breath clean and fresh at all times

3. Build A Connection

Do your research, find common ground and build a connection with your prospect.

A way of doing this, is by connecting with them on LinkedIn and reviewing their profile. Have a look at their career path and their professional background. Also have a look to see whether you have any shared connections.

These shared connections within your network will give you some discussion points for your first meeting.

If there is a shared connection and you know that person pretty well, it may be worth asking  that connection to introduce you to the prospect and affirm the relationship. Even if the prospect doesn’t turn into a sale, remain in contact with the shared connection as he or she may just have a few more leads, which he will now know you are looking for.

Access to their profile also gives you further insight into their background and life changing events.

4. Have a look at their Online Presence

Take a look and see whether your prospect is active on Social Media sites. Take a look on Twitter, Instagram, Facebook or any other online platforms. You will not only be showing that you have done your homework. It will also provide you with insight into their interests and recent life events. For example, you will be able to see when they got married or had kids.

Should you connect with your prospect on Social Media?

  • The extent to which you use Social Media to promote your offerings and/or share your personal life with clients depends on your comfort level, but also take into account your client demographics.
  • If you prefer to keep things professional but want to connect, use a platform like LinkedIn as opposed to befriending on Facebook.
  • If you do go the Facebook route, use a Facebook Group instead of a personal page. This will prevent your clients from seeing you being tagged in pictures taken 10 years ago at a party!

5. Have Your Sales Pitch Written Out

Always have a written presentation prepared for your meeting with a prospect. In the presentation, include the major selling points of your life insurance products and the service you offer. Have important questions on hand to probe your prospects responses and make sure that you can tie their needs to each of the selling points. By doing this, it will preempt any objections your prospect may have.

6. Have a “First-Time” Incentive lined up

Have an incentive lined up for your client. One which will push them to make a decision at your meeting. Should they be happy with the life insurance product you are recommending, they will get it.

Offer something significant at that first meeting. Don’t wait a few days, which may put off the decision indefinitely.

Here are a few examples of first-time incentives for life insurance:

– “If you sign up today, you will receive a 10% discount on your monthly premiums”
– “Policy’s taken up before month-end will qualify for last year’s rates”
– “Should you sign up today, your first month’s premium payment will be waived”

7. Have questions

Prepare a list of questions which need more than just a “yes” or “no” response.

Tailor the questions so that it will divulge the prospect’s problems and needs. It should outline his decision-making processes, such as the following:

  • Have you experienced any life-changing events during the last year?
  • If you are trying to sell to a baby-boomer, make sure you outline your questions to find out if they have children or even grandchildren. Ask questions about them. This way, you will be prompting their brain to think about their loved ones. This will have an impact in making their decision to take out life-insurance.
  • If your prospect is a millennial, ask questions that will trigger a need for security and peace of mind in the near future. For example, if you notice that your millennial prospect has recently tied the knot – enquire whether there are plans to grow the family. This could help set a path for your sales pitch and hopefully close the sale.

8. Differentiate your product

Practice how you are going to make your product and service sound exclusive.

Let your prospect know that their satisfaction is guaranteed. Make it clear that the products you offer are unconditional and do not include any hidden clauses.

Speak to your staff and get information that you can brag about:

– “ We receive many compliments about our claims process”
– “How administration processes are simple, clear and efficient”
– “We are at your service 24/7”

9. Client Testimonials

People may not believe that your product and service can do what you say it will.

This is especially true when it comes to life insurance. If you have evidence of customers praising you and your company, you will be able to overcome this disbelief.

Testimonials are best if written in the customer’s own words. If their words are surrounded by quotation marks, which are attributed to the individual, it seems real. Have this on hand for your first meeting, and hand them to your prospect along with your relevant brochures.

Getting a testimonial is probably not the easiest thing to get from your customers, so make it easy for them:

  • For clients who you contact via email, send them a personalized email requesting for a testimonial. Write out a suggestion for them to make it easier just to edit and send back.
  • If you have a Facebook Page, there is a review option on the page which you could encourage your customers to post a review. This will work well in showing your millennial prospects, who will enjoy researching you and your agency.
  • Encourage your customers to use customer review websites to post testimonials about your service. Send your happy customers a link to the customer review website and encourage them to post a review.

RELATED: 7 Referral Marketing Ideas to Start Building Your Life Insurance Referrals

10. Practice Your Closing

Your closing statement or question plays a big part of your sales pitch – so make sure you know what you are going to say. A good way to close your selling pitch, is to leave your prospect with a choice. Don’t just give them one option to think about.

Instead of asking, “What do you think about this product?”

rather ask

“Do you want immediate cover”


“do you need some time to think about or discuss the options with your spouse?”.

When they state their choice, write it down and agree on a follow up session should they need some time to evaluate the options.

Key take-aways:

  1. Life Insurance is not the easiest thing to sell. You need to make a very good first impression to close a sale.
  2. Do your homework before that first meeting with your prospect.
  3. Have a clear sales process in mind based on what you already know about your prospect.
  4. Make use of all the tools you have at your disposal and use them to your advantage.