Have you ever walked away from a sales conversation thinking, “They would’ve closed if I had just said the right thing?” It’s usually not about saying more but asking better questions to get prospects to want to buy.
Most agents spend too much time pitching and not enough time digging. The best closers don’t push products but ask questions that get prospects talking, thinking, and realizing, “Yeah, I do need that.”
Let’s talk about how asking the right questions can turn your next “maybe” into a “where do I sign?”
Pre-Call/ Meeting Prep Questions
The proper question process starts when you set up your phone or in-person conversation. In your initial conversation, begin with gathering intelligence for your main meeting by asking:
- “I saw you requested info about [type of insurance]. What got you thinking about it now?”
- “Are you comparing a few options, or is this your first time looking into coverage?”
- “Who else, if anyone, helps you make decisions like this?”
These pre-qualifying questions help you read the room or the Zoom to set the right tone from the start of your sales conversation.
Stop Selling. Start Listening
Insurance sales isn’t about showing off how much you know but uncovering what the client needs. When you ask thoughtful, open-ended questions, prospects stop hearing “sales pitch” and start hearing a “real conversation” that lets their guard down to start talking about what they want, fear, and need.
This is where trust begins, so instead of “Let me tell you about this policy,” try:
- “What’s most important to you regarding your health coverage?”
- “Have you had insurance before? How’d that go?”
- “What’s one thing you’d change about your current plan?”
Let them talk, but listen closely so you can guide the conversation based on what they say.
The Power of Pain and Purpose
Every sale has two key ingredients: pain and purpose:
- Pain – the problem they have now
- Purpose – the outcome they want instead.
An agent’s job is to uncover both, so you do that with thoughtful questions like:
- “What’s your biggest worry about your family’s coverage?”
- “What would happen if you had a major health event next month?”
- “If I could help you fix just one thing about your current setup, what would it be?”
These questions go deeper than price and hit the why behind the decision, which positively moves people.
Get Specific to Get Results
Vague questions get vague answers, so ask specific questions to keep things moving. Try replacing “Do you have any questions?” with:
- “Does this sound like it would work with your budget?”
- “How does this compare to what you’ve seen before?”
- “What’s stopping you from moving forward today?”
These questions help uncover objections before they turn into ghosting, and if there’s hesitation, you can talk it through while the conversation’s still warm.
Tailor the Policy, Not Just the Pitch
Once you’ve gathered info, reflect it back using personalization. This process shows you’re listening, and it builds trust. Instead of saying:
“This policy has great benefits and a low deductible.”
Say:
“Since you said you visit the doctor regularly and want to keep out-of-pocket costs predictable, this low deductible and flat copay plan might fit better.”
A small change with a big difference in tone and personal focus is what prospects want to see and hear.
Build Confidence, Not Pressure
The right questions also make prospects feel confident saying “yes,” so try asking:
- “What do you feel good about with this plan?”
- “Is there anything you’re unsure of before we wrap up?”
- “On a scale of 1 to 10, how comfortable are you moving forward today?”
The last question is your temperature measure. If they say “a 7,” follow up with, “What would make it a 10?”
Now you know what’s holding them back.
Be Curious, Not Clever
To close more sales, you don’t need slick lines or clever tricks, just genuine curiosity. Care about what matters to the prospect; they’ll start caring about what you offer.
When people feel heard, they buy, so next time you’re on a call or sitting across from a prospect, try this:
- Talk less.
- Ask more.
- And watch how much easier closing becomes.
Agility market managers and product specialists have experience asking the right questions to increase sales closing. They’re ready to share this expertise with each of you to generate more insurance sales.
Contact the market manager near you or the Agility ACA, Medicare, Life, and Supplement product specialist you need. You can also contact Agility at (866) 590-9771 or email support@enrollinsurance.com to reach the agent support team for assistance.
Let Agility use our sales peers’ experience to develop the right questions to close more insurance sales and maximize your book of business.
