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How to Build Your Insurance Sales Team for Success

By Chris Bibey
How to Build Your Insurance Sales Team for Success Feature Image
6 minute read

Have you recently decided to venture off into your own insurance agency?

Are you ready to build an insurance sales team? Do you have questions or concerns about where to start? 

It can be hard to build a solid foundation for your business. While there’s no exact science to building an insurance sales team from scratch, there are steps you can take (and things to avoid) to put you on the right track to success. 

Before we go any further, there’s something you need to know: You’re likely to make mistakes and miscalculations along the way. 

For example, you think you’re hiring a top-tier agent just to find that they’re not performing up to your standards. It’s okay to make mistakes as long as you learn from them. This is often a necessary evil in building an insurance sales team.

Skip ahead: Buy aged leads now.

What does an insurance salesperson do?

The primary role of an insurance salesperson is to contact potential customers to sell one or more types of insurance. 

However, there’s more to being a successful agent. Insurance salespeople also:

  • Provide customer service
  • Maintain a database of leads
  • Develop sales, marketing, and advertising strategies
  • Build and nurture relationships with prospects and customers
  • Attending meetings, programs, and seminars

Create a list of roles and responsibilities for every insurance salesperson you hire. 

This will come in handy when interviewing candidates and ultimately making a decision on who to hire. 

How should I structure my insurance sales team?

You know your agency better than anyone else, so you must structure your sales team according to what you think will produce the best results. 

Don’t go down a specific path because you think it’s the right thing to do. Make decisions based on previous results and current goals. 

If you need direction, let’s look at the most common ways to structure an insurance sales team. 


Within a pod, insurance agents work with other professionals such as account executives, customer success representatives, and solution specialists. This structure allows members of a team to become familiar with one another and how they work. 

Managers and agents

With this structure, there’s one sales manager for a group of insurance sales professionals. Managers are often promoted from within. 


Structure your insurance agency by specialization so that your highest-performing agents are working on targeted prospects and accounts. There are many ways to divide groups by specialization including knowledge, prospecting skills, and insurance type. 

The way you originally structure your insurance sales team may not be the way you keep it in the future. Continually review its structure, make adjustments, and track performance. It’s the only way to push your agency forward. 

How do insurance agents get new clients?

There’s one reason why you’re building an insurance sales team: to make more sales. 

And that’s why you should have a clear plan for helping agents to get new clients

Some of the best ways to get new clients include:

  • Face-to-face networking: Attend local networking meetings and events to meet industry professionals and connect with consumers. 
  • Cold calling: Create a cold calling list, pick up your phone and start dialing. 
  • Create a referral system: Referrals are often the best way to get new clients, as the prospect already trusts you. 
  • Online marketing: content marketing, social media marketing, video marketing, and more. 
  • Online advertising: Pay-per-click (PPC) advertising allows you to generate qualified traffic to your landing page. Only pay when someone clicks on one of your ads. 

There’s no right or wrong way to get new clients. All that matters is that your strategy works for you, your agents, and your agency as a whole. 

Make sure that every agent on your team closely tracks their performance. This will help them determine how to best get new clients in the future. 

How can insurance agents generate more sales?

The first step in generating sales is generating leads. In the section above, you’ll find several of the best ways to strengthen your pipeline. 

If you’re interested in helping your sales team make more sales, discuss these three details. 


A system for staying organized can be the difference between success and failure as an insurance agent. Do your part in helping them get organized and stay organized. For instance, access to a powerful CRM is a step in the right direction.

Staying in contact with prospects

As frustrating as it may be at times, it generally takes several contacts with a prospect to make a sale. Furthermore, the sales cycle could drag on for several weeks, months, or longer. Staying in touch with prospects is half the battle. 

Be open to feedback

Let your sales professionals know just how important it is to accept feedback and apply it when possible. An agent who doesn’t want to hear feedback is an agent who won’t remain in the industry for a long time. 

If you want your insurance agents to succeed—and it’s safe to say that you do—help them understand the importance of the points above. 

Aged Lead Store—your source for high-quality leads

By now, you should feel confident in your ability to build an insurance sales team from scratch. There will be bumps along the way, but that’s all part of reaching the top. 

If you’re looking to provide your sales team with consistent, high-quality leads, don’t look any further than Aged Lead Store. We’re the number one online source for aged insurance leads. Here’s why:

  • The highest quality in the industry
  • Advanced filtering
  • Affordable
  • Sales support
  • A low $100 minimum order

Even better is the fact that you can get started within a matter of minutes. Create an account, pick your lead type and filters, and download your leads. From there, it’s time for you and/or your sales team to get started. 

Buy aged leads for your new sales team now

Photo by Yan Krukov

About Chris Bibey

Chris Bibey is a freelance writer with 15+ years of experience in the insurance and finance industries. Clients include Sales Hacker, Outreach, Discover, PayChex, and Moran Insurance. He has also worked as Head of Sales for Verma Media.

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