How to Be Successful at Selling Insurance: Strategies for Auto, Home, Health, Medicare, & Life Insurance

Welcome to our insider’s playbook on handling insurance leads like a seasoned pro.

Unlike our beginner’s guide which laid out the groundwork, this article dives deep into the competitive arena of the insurance sales industry.

We’ll give real-life examples of auto, life, home, Medicare, and final expense insurance leads and how you can convert them into paying customers.

By understanding your leads’ perspectives, you’ll learn how to speak their language, craft the perfect pitch, choose the right moments to approach them and master the art of follow-up.

Plus, we’ll provide insights into the level of effort required for each lead type and offer a treasure trove of helpful resources and links to enhance your success.

How to understand and connect with different insurance lead types

In insurance sales, your leads aren’t just stats on a spreadsheet, they’re real people with real-life concerns and unique experiences.

So let’s cut through the industry jargon and meet each of these types of insurance leads where they live—in the real world.

Auto insurance lead: Commuter Carla, who needs protection on the road

Carla, 45, is a mother of two, commuting daily in her SUV. She worries about potential accidents, especially with the increasing traffic in her suburban area.

Her concerns extend to ensuring that any damages or injuries sustained by her or others in an accident are adequately covered.

Understanding Carla involves recognizing her need for comprehensive coverage that offers peace of mind during her daily commutes and protection for her family.

Life insurance lead: Alex, who needs financial security for his family in the case of death

Alex, 40, is a recent father feeling the weight of his growing family responsibilities. He’s particularly concerned about what would happen to his family’s financial stability if something were to happen to him.

Alex is looking for a life insurance plan that not only provides adequate financial support for his family in his absence but also fits into his current budget.

Understanding Alex means acknowledging his fears about the future and helping him find a solution that ensures security for his loved ones.

Final expense insurance lead: Linda, who’s planning for end-of-life expenses

Linda, 70, is starting to plan for the future with the intention of not burdening her children with funeral costs or any debts she might leave behind.

She’s looking for straightforward, affordable coverage that can take care of her final expenses.

Understanding Linda requires recognizing her desire to be self-reliant and her need for a simple, no-fuss insurance solution that gives her control over her final arrangements.

Health insurance lead: Jack, a freelancer who needs assistance with medical expenses

Jack, 32, leads a dynamic lifestyle that doesn’t tie him down to one location. He seeks a health insurance plan that is as flexible as his work schedule, covering him wherever he may be.

His concerns include having access to a broad network of healthcare providers and affordable emergency care, especially when traveling.

Understanding Jack involves appreciating the uncertainties of his freelance lifestyle and offering him a plan that provides both flexibility and comprehensive coverage.

Home insurance leads: Priya and Raj, who need coverage for damage to their home and belongings

Priya and Raj, both in their early 30s, have invested their savings into their first home. Their main concerns revolve around protecting their investment from natural disasters, theft, and potential liabilities.

They are looking for clear information and guidance on choosing the right coverage options to ensure their home is well-protected.

Understanding them is about recognizing their need for security and helping them navigate the complexities of home insurance.

Medicare supplement insurance leads: Elderly couple George and Martha, who need supplemental coverage to fill in gaps in Medicare coverage

George and Martha are both 68 and recently enrolled in Medicare. They’re concerned about the out-of-pocket costs that Medicare doesn’t cover, including co-payments, deductibles, and medical care during travel.

Their primary need is to find a supplement plan that fills these gaps without straining their retirement budget.

Understanding them means acknowledging the intricacies of Medicare and guiding them through the selection of a supplement plan that ensures they are fully covered.

How to get better at selling insurance: 3 advanced sales tactics for insurance agents

It isn’t enough to just sound confident on the phone—you need to know what you’re talking about as well!

In this section, we’ll cover how to fine-tune your sales chops so you’ll sell with confidence that’s contagious, but never overwhelming or off-putting.

And never forget: it’s your role to simplify the confusing insurance process for your clients.

If you can save them time and make their lives less complicated, you’ll earn trust and build lasting relationships (and earn referrals!)

1. Master your tone of voice

Unlock the power of your voice. Think of it as a tool to engage and persuade.

When explaining policy benefits:

1. Let your excitement show: Lift your tone.
2. When discussing policy details, slow down: Clarity is key.
3. Assume the close: Talk as if the client’s already on board, subtly leading them toward the sale.

Action Step: Practice varying your tone in conversations, and use assumptive phrases like “When you start your policy…” to create a sense of inevitability.

2. Continuously learn and expand your product knowledge

In insurance, stagnation, and ignorance are the enemy. Set aside time each day to deepen your product knowledge.

Follow industry trends, participate in training sessions, and always be ready to answer client questions with confidence.

Action Step: Dedicate at least 30 minutes daily to studying your products and industry changes. Regularly test yourself or engage in role-play scenarios to ensure you’re always on top of your game.

3. Build rapport and trust

Relationships are the foundation of successful insurance sales. Be the agent who listens more than they talk.

Respond promptly to queries and follow up when you say you will.

Show genuine interest in your client’s needs, and always look for ways to make their decision-making process smoother and quicker. If you can save them time, they will love you for it.

Action Step: After each client interaction, ask yourself, “Have I made their life easier today?” Aim to add value in every conversation, whether through expert advice or efficient service.

Specialized sales tactics: how to use scripts, handle objections, and not be too pushy

Selling insurance? It’s a bit like matchmaking, isn’t it? You’ve got to pair the right pitch to the right person in the right circumstance.

You may not be prepared for every scenario and conversation your leads will have, but in this section, we’ll try our best to prepare you for common scenarios, including real-life cold calling scripts, and clever ways to handle common objections.

Auto insurance scripts

Focus on safety features, cost-benefit analysis, and legal compliance.

• Sales Script 1: “I see you value safety as much as savings. Let’s find an auto insurance plan that covers both, keeping you secure on the road without breaking the bank.”
• Sales Script 2: “With your new car, you’ll want insurance that responds as swiftly as your vehicle. Let me show you options that provide comprehensive protection and quick claim settlements.”
• Objection Handling – Cost Concerns: “I understand the budget is a key factor. Let’s compare how the right coverage can save you money in the long run, especially in unexpected situations.”
• Objection Handling – Over-insurance Worries: “It might seem like a lot, but each aspect of your coverage is tailored to ensure you’re never under-protected. Let’s go over each part, so you see exactly where your money’s going.”

Life and final expense insurance scripts

Emphasize family security, long-term financial planning, and ease of mind.

• Sales Script 1: “Planning with life insurance isn’t about the unknown — it’s about ensuring your family’s future is secure, no matter what. Let’s explore options that give you and your loved ones total peace of mind.”
• Sales Script 2: “Think of final expense insurance as a thoughtful gesture, easing your family’s burden during difficult times. It’s affordable, straightforward, and one of the best ways to show you care.”
• Objection Handling – Perceived Unnecessity: “It may seem early to think about, but securing a plan now means better rates and one less worry for your family’s future.”
• Objection Handling – Price Sensitivity: “Let’s work within your budget. There are flexible options that can provide the coverage you need without financial strain.”

Health insurance scripts

Tailor plans to individual health needs, highlight network quality and emphasize the cost of being uninsured.

• Sales Script 1: “Healthcare can be complicated, but finding the right insurance doesn’t have to be. Let’s pinpoint a plan that covers your specific health needs and lifestyle.”
• Sales Script 2: “Our network includes some of the best healthcare providers. With our plan, you’ll have access to top-notch medical care without worrying about out-of-pocket costs.”
• Objection Handling – Cost Concerns: “While there’s an upfront cost, consider the potential medical expenses without coverage. Investing in health insurance now is a smart move for your financial health too.”
• Objection Handling – Plan Complexity: “I know these plans can look complex. Let’s break them down together so you can make an informed decision with ease.”

Home insurance scripts

Stress the importance of asset protection, natural disaster coverage, and liability protection.

• Sales Script 1: “Your home is one of your most valuable assets. Our home insurance plans ensure that your investment is protected against unforeseen events, big and small.”
• Sales Script 2: “From natural disasters to personal liabilities, our coverage safeguards your peace of mind. Let’s secure your home, so you can enjoy living in it, worry-free.”
• Objection Handling – Expense Worries: “Investing in home insurance is investing in the security of your home and family. We can find a plan that fits your budget and still offers comprehensive protection.”
• Objection Handling – Underestimating Risks: “It’s hard to imagine the worst, but it’s important to be prepared. Our coverage assures you that, come what may, your home and belongings are protected.”

Medicare supplement insurance scripts

Clarify the benefits over standard Medicare, focus on out-of-pocket savings, and simplify plan options.

• Sales Script 1: “Medicare covers a lot, but not all. A supplement plan fills those gaps, keeping your healthcare costs predictable and manageable. Let’s find one that suits your needs.”
• Sales Script 2: “As healthcare needs change, so do expenses. With a Medicare supplement, you can stay ahead of unexpected costs and keep your savings intact.”
• Objection Handling – Questioning Necessity: “While Medicare covers the basics, the supplement handles the extras, ensuring you’re covered completely. It’s about getting the full care you deserve.”
• Objection Handling – Cost Concerns: “I know budgeting for healthcare isn’t easy. Let’s look at how these plans can save you money in the long run by covering what Medicare doesn’t.”

Practical tactics for cold reachouts

In this section, we’ll provide insurance sales professionals with hands-on strategies for initiating contact with leads through calls, emails, and texts.

It’s all about making that first impression count, using technology to your advantage, and setting the stage for successful follow-ups.

Cold calling tactics for insurance leads

Cold calling remains a powerful tool in insurance sales. Here’s how to transform cold calling into warm conversations with the right approach.

Use Scripts Effectively:

• Create a base script but adapt it to each call. Example: “I noticed you inquired about life insurance last year. Are you still looking for a plan that suits your needs?”
• Include questions to understand their current insurance status.

Queue Your Calls:

• Call during the late morning (10-11 am) and late afternoon (4-5 pm) for higher pick-up rates.
•  Queue your calls so you don’t have to think about who to call next
• Personalize every call by quickly reviewing the record before you dial.

Ask Engaging Questions:

• Begin with open-ended questions like, “What’s your biggest concern with your current insurance plan?”
• Actively listen and respond to their specific comments.

Tone of Voice:

• Stay upbeat but authentic. Adjust your tone to mirror the client’s mood and responses.

Handling Rejections:

• Respond with, “I understand, maybe now’s not the right time. Can I reach out in the future with any updates or offers that might benefit you?”

Emailing strategies for insurance leads

Emailing is your opportunity to capture interest and provide value directly to your lead’s inbox.

Make every email count with a mix of informative content and engaging presentation

Content Creation:

• Keep it brief and focused. Example: “3 Ways to Lower Your Home Insurance Costs.”
• Use clear and actionable language.

Subject Lines:

• Spark curiosity: “Is Your Family Fully Protected?”
• Offer value: “Save 20% on Your Car Insurance Renewal.”

Personalization:

• Start with, “Hi [Name], I thought of you when I saw this new policy.”
• Segment your email list to send relevant content.

Drip Campaigns and Automation:

• Set up a sequence for new inquiries with emails like “Welcome! Here’s What You Can Expect.”
• Tailor follow-up emails based on their interactions.

Timing:

• Send initial emails on Tuesday or Wednesday mornings for higher engagement.
• Schedule follow-ups based on their response times.

SMS text messaging techniques for insurance leads

Always make sure that you have proper consent to text message any customer.

SMS is a direct line to your leads, ideal for concise messages and immediate engagement. Use SMS scripts to cut through the clutter with targeted, timely messages.

Message Crafting:

• Be clear and concise: “Quick reminder: Your policy review is due. Call us to ensure continuous coverage.”
• Personalize with their name or reference previous interactions.

Timing:

• Best times are post-lunch (1-3 pm) for quick check-ins or reminders.
• Avoid early mornings and late-night texts.

Engagement:

• Ask a direct question: “Did you receive the info packet we sent last week?”
• Use it for appointment reminders or quick updates.

Boundary Respect:

• Always confirm they’re comfortable receiving texts.
• Keep texts focused on their needs and interests.

Follow-up strategies: smarter ways to convert and close insurance leads

Let’s cut to the chase—not all insurance lead types are created equal.

Some will sign on the dotted line with just a nudge, while others need more coaxing.

Here’s a practical breakdown of different lead types, expected follow-up efforts, and how automation can streamline this process.

Lead types and follow-up effort required (auto, life, health, home, Medicare)

Auto Insurance Leads: Moderate Follow-Up

• Strategy: Regular check-ins post-sale and when policy renewals are due.
• Touch Points: 3-4 contacts per year, plus additional communication for policy changes or new offers.

Life and Final Expense Insurance Leads: High Follow-Up

• Strategy: These leads often require more nurturing due to the emotional weight of the decision.
• Touch Points: Monthly touchpoints initially, then quarterly once the policy is in place.

Health Insurance Leads: Moderate to High Follow-Up

• Strategy: Follow up more frequently during open enrollment periods.
• Touch Points: Bi-monthly contacts during enrollment seasons, less frequent but regular check-ins otherwise.

Home Insurance Leads: Low to Moderate Follow-Up

• Strategy: Annual policy reviews and updates based on lifestyle changes.
• Touch Points: 1-2 contacts per year, with additional follow-ups for any major home-related changes.

Medicare Supplement Insurance Leads: High Follow-Up

• Strategy: Consistent engagement due to the complexity and annual changes in plans.
• Touch Points: Monthly to bi-monthly, especially around enrollment periods and policy changes.

Sales automation tools for efficiency

The key is to use technology not just to automate but to personalize. Every follow-up should feel like a natural continuation of the conversation, not just another sales pitch.

• Email and Text Automation: Set up drip campaigns for regular check-ins, policy updates, and birthday greetings. Automate reminders for policy renewals.
• CRM Integration: Use CRM and cold-calling tools to schedule follow-ups, log client interactions, and set reminders for important dates.
• Real-Time Alerts: Use tools that notify you when a client opens an email or text, indicating a potential window for a phone call follow-up. This helps in timing your calls when the client is already engaging with your content.

Resources, tools, and websites for insurance agents

Throughout this article, we’ve mentioned several automation tools and resources to help you contact and follow up with your insurance leads.

Here’s a quick list of each type of tool ready for you to click on and begin working with it.

Best CRMs for insurance agents

• HubSpot CRM: Lead management, segmentation, real-time activity tracking, and in-depth analytics.
• Zendesk Sell: Visual sales pipeline, “Smart Lists” for lead segmentation, and integration capabilities.
• Oracle NetSuite CRM: 360-degree customer view, “Upsell Manager”, advanced forecasting tools.

Sales Scripts for insurance agents

• LeadSquared: Provides various insurance sales script samples.

Best email marketing services

• ActiveCampaign: Automation, segmentation, CRM capabilities, analytics.
• AWeber: Newsletter templates, easy to use, RSS feed, responsive support.
• GetResponse: SMS marketing, live email chat, webinar hosting.

SMS texting services

• SimpleTexting: Offers solutions for SMS marketing specifically tailored for insurance agents.

Other helpful tools

• Google Drive: Cloud storage, file sharing, collaboration tools.
• Microsoft Office 365: Office suite, email, cloud storage.
• DocuSign: eSignature software, document management.

Auto-dialers

• RingCentral: Comprehensive cloud communications, including auto-dialer, integrates voice, video, messaging, and contact center.
• Five9: Cloud-based contact center with advanced auto-dialer, ideal for customer service and telemarketing.
• JustCall: Cloud-based phone system with auto-dialer, CRM integrations, SMS campaigns, and call analytics, suitable for sales and support teams.

Calendar scheduling apps

• Calendly: Streamlines the scheduling process by allowing clients to pick from your available times.
• Acuity Scheduling: Offers customizable booking pages and can handle payments and cancellations.
• Doodle: Great for finding the best time for group meetings, offering a poll system for availability.

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