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How to Create Life Insurance Sales Scripts That Convert

By Chris Bibey
How to Create Life Insurance Sales Scripts That Convert Feature Image
6 minute read
⚠️ Disclaimer: While every effort has been made to ensure that the information contained in this article is accurate, neither its authors nor Aged Lead Store accepts responsibility for any errors or omissions. The content of this article is for general information only, and is not intended to constitute or be relied upon as legal advice.

Life insurance is an essential part of financial planning, but it’s often a topic people would rather avoid. Many people, especially if they’re single, often wonder if it’s worth the cost.

As a life insurance agent, it’s your job to connect with prospects, explain what you offer, and show them the value of purchasing a policy. 

As you create life insurance sales scripts, every decision you make should be based on one word: conversions

Your goal isn’t to simply connect with life insurance leads via phone. Your ultimate goal is to engage the prospect and sell them a policy. 

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In this blog post, we explore how to create life insurance sales scripts that convert. Let’s get started. 

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1. Know your audience

You can have the best life insurance sales script in front of you, but if you don’t understand your audience you’re not likely to close many deals. 

The first step is to identify your target market. Who are the people you’re trying to reach with your message? Are they young families? Middle-aged professionals? Retirees? 

Keep in mind that you’re likely to have more than one audience. It’s okay to have a primary focus, but you’ll soon realize that life insurance prospects vary by age, location, financial circumstances, and more. 

Don’t create a life insurance script with the idea that it’ll serve every prospect. This blanket approach will kill your conversion rate while costing you both time and money. 

2. Personalize your approach

Personalizing your approach goes hand in hand with understanding your audience. Once you know your target, you can personalize your approach to match their unique buying needs. 

Here are two openings, starting with one tailored to young families.

Hello, [prospect’s name], my name is [your name] with [insurance company name] and I’m calling today to talk about your family’s life insurance needs. As a young parent, I understand that your top priority is the well-being of your children.

Now, let’s look at how this script changes when speaking with a retiree. 

Hello, [prospect’s name], my name is [your name] with [insurance company name] and I’m calling today to discuss life insurance. As a retiree, you may be thinking about your legacy and the future well-being of your loved ones. Life insurance can be a valuable tool in securing your family’s financial future.

While these openings are similar in tone, style, and structure, they’re personalized to the audience: young parents and retirees. 

When possible, take your personalization one step further. What do you know about the individual prospect that you can work into the opening? This can include anything from where they live to whether or not they currently have life insurance coverage. 

3. Get serious about your opening

As someone who has cold-called prospects in the past, you know how important it is to have a strong opening. Without this, it’s less likely that you’ll keep a prospect engaged, let alone on the phone.

Create stronger openings with the following tips. 

Use a hook

After introducing yourself, consider sharing a statement or question that grabs your prospect’s attention and encourages them to keep listening. 

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For example, “Did you know that over 40% of young parents don’t have life insurance? That’s a concerning statistic, especially when considering how important it is to protect your family’s financial future.”

Note: a hook is good, but not at the expense of losing your prospect’s attention. Get to the point! 

Focus on the benefits

Instead of jumping straight into the features of life insurance policies, focus on the benefits they provide. This is a subtle change that can have a big impact. 

Asking a simple question is a good way of doing this. Here’s an example:

“Have you ever thought about what would happen to your family’s finances if you were to pass on?”

From there, follow up with the benefit provided by a life insurance policy, such as peace of mind in knowing that your spouse and children will receive financial protection. 

Personalize your message

It’s worth mentioning again — especially when it comes to your opening — that personalization can move the needle. You can even do this by showing the prospect that you’re in the same shoes. 

“As a new parent, I know firsthand how overwhelming it can be to think about all the financial responsibilities that come with starting a family. And that’s why I want to talk to you about life insurance.”

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4. Have a script for managing objections

In a perfect world, your original script would be more than enough to hook your prospect and lead to a new customer. But as you know, that’s not generally enough. You’ll have to overcome one objection after the next

Create a second script for managing objections. Here’s an example of how to overcome a price objection.

“I understand price is a concern for you, but investing in life insurance is an investment in your family’s future. With the right policy, you can ensure their financial security, no matter what. I’m not here to sell you something you can’t afford, but instead to help find coverage that fits your budget.”

Take the time to create a script for managing every type of objection. 

5. Track everything

Tracking the performance of each life insurance sales script is essential to your long-term success. You need to know what’s working and what’s not, as that knowledge allows you to continually tweak your approach for better-sustained performance. 

There are several metrics you can use to track the performance of your sales scripts, including conversion rates, call duration, and customer feedback. 

Analyze these metrics to identify areas for improvement, refine your approach, and better meet the unique needs of each customer base. The more time you put into this, the more likely you are to create a sales script that gives you confidence every time you pick up the phone. 


Creating life insurance sales scripts that convert requires careful planning and execution. 

When you follow the tips above, you position yourself to engage more prospects, increase your sales, and most importantly, help your customers protect their families’ futures.

Remember to keep your scripts concise, clear, and focused on the benefits of life insurance. And if you begin to run low on leads, visit our online store to restock your pipeline. With advanced filtering, we make it easy for you to buy affordable leads that suit your every requirement.

Photo by David Hahn on Unsplash

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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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