Insurance sales aren’t about slick one-liners or magic scripts anymore. People can Google or ask AI everything and get all the information they need. But what they can’t get from Google or AI is trust.
Trust is your edge and how you close deals. If you’re tired of spinning your wheels on leads that tell you, “Let me get back to you, ” here’s what’s worked for other agents who consistently win deals.
Ask Killer Questions That Get to the Real Problem
Most agents talk too much and jump into “Here’s how this plan works” before understanding what the client needs. Your prospect probably doesn’t know what they need, so that’s job No. 1 for you.
Start with:
- “Walk me through what you’re doing now for health benefits.”
- “What’s working well—and what’s not?”
- “What’s the biggest frustration you’re trying to solve?”
You’ll be shocked how often people open up to you if you give them the space. And when you repeat back what you’ve heard, statements like: “Sounds like the deductible is killing you, and you’re not getting much in return,” they’ll nod and think: “This person gets it.” This is when they start listening.
Use Stories to Lower Defenses
People buy based on emotion and justify with logic. You can rattle off plan features all day, but a simple story establishes an emotional connection to move the needle towards making the purchase.
Try something like:
“I had a client in a similar boat last year—a family of four, self-employed, trying to make sense of their group coverage options. We placed them in an ICHRA that covers individual health plan premiums without the group plan headache. They told me it was the first time they felt like they had real control.”
Boom. You connect with their pain point of protecting their family and show a solution that solves the problem with more peace of mind. No spreadsheet or data set will ever make this type of connection.
Have 3–4 go-to stories you can use depending on the situation—solo business owner, growing company, Medicare-age couple, etc. They should be true stories from your other clients that you have their permission to use, so you sound even more genuine during the conversation.
It’s also OK to speak generically about stories from your clients if you need to protect their identity.
Frame Choices Strategically
One mistake many newer agents make is info-dumping every possible plan or product. It’s too much, and people freeze when they have too many options.
Instead, guide them like this:
“I narrowed it down to two options based on what you shared. Option A lowers your premiums, but you’re limited on provider choices. Option B gives you access to your current doctor, but it’s about $100 more monthly. Which direction feels more comfortable for you?”
Letting them choose gives them control, and control builds confidence, making closing much easier.
Creating Real Urgency, Not the Fake Kind
“Spots are filling up fast!” might work for a used car ad, but it makes insurance agents sound desperate. Instead, show what’s at stake if they wait:
- “Rates are based on age and health, so waiting could cost you more.”
- “Open enrollment ends in two weeks. After that, you’re locked into your current plan for another year unless you have a qualifying event.”
- “You wanted your new hire to start with benefits in June, so we’ll need to submit this by the 15th to hit that timeline.”
That’s real urgency grounded in facts and timelines that motivate people without pressure.
Handle Objections Before They Come Up
If you’ve been in sales for more than five minutes, you’ve heard them all:
- “I need to talk to my spouse.”
- “Can you just send me something to look at?”
- “We’re going to think about it and circle back.”
Most objections are just ways of saying, “I’m not 100% sure yet.” So, address them early:
- “Most people I work with want to discuss it with a spouse or partner. Would you like me to send over a quick recap so you have something to review together?”
- “I know there’s a lot to take in, so I’ll give you a one-page comparison you can look over. Then let’s jump on a quick call to discuss it together so it’s not overwhelming.”
Don’t fight objections but neutralize them with support and increased communication about the information and the objection. Anticipating objections and addressing them early from our previous ICHRA article shows how hearing and understanding the prospect accelerates the trust-building process.
Follow Up Like a Professional,Not a Pest
Most agents follow up once before assuming a prospect “wasn’t interested” when the agent receives no response. Agents often forget that people get busy with kids, meetings, and life – all the things that get in the way.
So, keep following up with outreach light in tone:
Text: “Hey [Name], just wanted to make sure you didn’t miss any deadlines. Still happy to help if you’re moving forward with benefits.”
Email: “I’m just checking in to see if you have any questions after looking over the options. Let me know if you want to tweak anything.”
Persistence + patience = closed deal.
Sales Is About Clarity, Not Convincing
High-impact sales aren’t about pressure but about helping people feel confident in the solution that’s right for them. This happens when you win trust from them. When you shift from “let me sell you this” to “let’s figure out what works best for you,” you’ll close more because you deliver a solution the prospect sees as best for his or her situation.
Don’t be slick; be clear and helpful. Be a real person who shows interest and cares about a prospect’s circumstances.
Agility market managers and product specialists are licensed insurance agents with personal insurance selling experience. They use these techniques to maximize your closing rates and policy revenue. They’re ready to share this expertise with each of you to raise your agency’s closing rate and increase your average premium policy number.
Contact the market manager near you or the Agility product specialist you need. Contact Agility at (866) 590-9771 or email support@enrollinsurance.com to reach the agent support team to ask any insurance question.
Let Agility use our sales peers’ experience on your behalf to develop your high-impact sales techniques. We know this will have an immediate positive impact on your bottom line.
