Today, we’re diving into something that can really boost your bottom line and client satisfaction without spending hours cold-calling strangers: cross-selling and upselling. It’s the secret sauce that turns a “nice policy” into a full-service solution for your clients, which also generates a great deal more policy revenue.
To become the go-to advisor with the perfect coverage combo, you need to consider the following:
Why Cross-Selling and Upselling Matter Beyond Just More Commissions
Better Client Relationships
When you suggest complementary products, you show clients you think through all their needs, such as health, life, homeowners, auto, you name it. These suggestions build trust more quickly than a scripted pitch asking for it.
Increased Retention
Clients with multiple policies tend to stay longer. If they’ve bundled their auto and homeowner’s policies with you, they’re less likely to shop when it’s time to renew.
Win-Win
Cross-selling done right isn’t pushy but helpful in genuinely improving a client’s protection and lifestyle. The client appreciates seeing the complete picture of their life and living it with them.
5 Practical Tips for Masterful Cross-Selling
Do Your Homework
Before suggesting anything, pull up their existing policies to see the gaps. If someone has life but no disability coverage, that’s your opportunity to fill the gap and address the issue. Quick policy audits reveal gold for both you and the client as long as you provide a solution that addresses their needs and goals.
Schedule calendar reminders for a “policy health check” every 6–12 months with each client. Use this check-in as a natural excuse to revisit coverage and discuss new solutions in the market that address a coverage gap you know about for a client.
Ask Smart, Open-Ended Questions
Don’t lead with “Wanna buy more stuff?”, but try something like this:
- “What would happen if you couldn’t work for three months?”
- “How would you replace your car if it got totaled in a storm?”
Questions like these pinpoint real pain points and open the door to solutions.
Bundle and Save
Everybody loves a deal, so highlight package discounts (“If we link these two policies, you’ll save X%.”). It’s easier to say yes when there’s a real number attached.
Leverage Life Events
Marriages, new babies, and home purchases are goldmines for upselling.
- New homeowners are good targets for discussing flood or umbrella policies.
- Families expecting a baby are good targets for life insurance or college-saving riders.
Set notifications in your CRM to never miss these milestones.
Keep It Conversational
Scripted speeches feel scripted and ungenuine to your client, so use your real-world case studies we previously mentioned to show the power of these policies in solving problems:
“I had a client last month who thought their HO policy covered sewer backups—they were shocked to learn it didn’t. We added an endorsement for under $15 a month, and that peace of mind was priceless.”
Mastering the Upsell: When “Enough” Isn’t Enough
Upselling is all about adding more value to an existing purchase. With insurance, the upsell can involve:
- Riders and Endorsements: Accident forgiveness, higher liability limits, or a waiver of premium.
- Policy Upgrades: Moving from basic to comprehensive coverage.
- Extended Service Plans: Roadside assistance, identity recovery services, or legal defense coverage.
Upselling is a key mindset shift that doesn’t sell coverage, but sells security, peace of mind, and stress relief.
Handling Objections Like a Pro
Objections are just questions in disguise, so here’s how to tackle what we think are the top three:
Objection: “I can’t afford it.”
Response Strategy – Break it down. “That’s totally fair. If we spread this cost over 12 months, it’s only $X extra per month. Does that feel more manageable?”
Objection: “I don’t think I need that.”
Response Strategy – Educate. “I hear you. Most people don’t realize how common the XYZ risk is. Let me share a quick story…”
Objection – “I need to think about it.”
Response Strategy – Create urgency (gently). “Absolutely. Just a heads-up, the premium goes up on June 1st. Want to lock in today’s rate?”
Tech Tools to Streamline Cross-Selling and Upselling
- CRM Alerts – Automatically flag clients missing key coverage.
- Email Drip Campaigns – Send educational snippets on riders, endorsements, or real-life claims stories.
- Quote Engines with Bundling Features – Show real-time savings when clients bundle policies.
Cross-selling and upselling are about genuinely helping clients protect what matters most. Start small by picking one coverage gap, master your pitch, and watch your average policy value climb.
Build on that using the abovementioned process to achieve the life-long, mutually beneficial partnership you and your client want most.
Agility market managers and product specialists are licensed insurance agents with personal experience in cross-selling and upselling insurance products. They’re ready to share this expertise with each of you to raise your agency’s average premium policy number.
Contact the market manager near you or the Agility product specialist expert you need. Use our Agility Sales Support page for their contact information. Contact Agility at (866) 590-9771 or email support@enrollinsurance.com to reach the agent support team for cross-selling and upselling assistance.
Let Agility use our sales peers’ experience on your behalf to cross-sell and upsell to your maximum potential.
