Nobody wakes up thinking, “You know what I want to buy today? Life insurance!” When agents bring it up, you often get pushback because it’s a personal and sensitive subject.
That’s part of the job, but objections aren’t the enemy. In fact, they’re usually a sign that the client is paying attention and maybe just needs a little help connecting the dots to a close.
Let’s examine the most common life insurance objections agents hear and discuss how to respond without sounding pushy or scripted.
“It’s too expensive.”
This one’s always at the top of the list. People hear “life insurance” and picture huge monthly premiums and long, confusing contracts.
What to Say
“I hear you. Many folks I talk to think the same until we run some numbers. Term policies can start as low as $20 a month, less than most people spend on streaming or takeout. Let’s quickly examine what it would cost you based on your age and health. It might surprise you.”
Show them how that $20/month turns into hundreds of thousands of dollars in coverage. You should always anchor the price against something they already spend on without thinking about, like coffee, subscriptions, or eating out.
“I need to think about it.”
The classic stall usually means they’re unsure, uncomfortable, or unprepared to commit on the spot.
What to say
“This is a big decision, and you should feel good about it. Just so I know how to follow up, is there anything specific you’re considering? Is it the price, the policy type, or something else?”
Ask gentle follow-up questions. Most people say, “I’ll think about it,” when they don’t have enough information or fully understand their options.
Help them process the information with these low-pressure questions.
“I already have coverage through work.”
This is excellent news since they already believe in insurance, so you must show them where the gaps are.
What to say
“Awesome, you’re ahead of the game. Group life insurance is a great perk, but it’s usually only 1 or 2 times your salary and often disappears if you switch jobs. I’d recommend we look at something personal that stays with you and fills in coverage gaps. That way, you’re not totally dependent on your employer.”
Ask if they know their group policy amount since most don’t know this key amount. Use that as your lead-in to do a quick assessment.
“I don’t believe in life insurance.”
This one usually comes with some history, maybe from a parent having a policy that didn’t pay out or they’ve heard horror stories from friends.
What to say
“Totally fair. Many people feel that way, especially if they’ve had a bad experience or didn’t see the value. My job isn’t to convince you but to give you the clearest information possible so you can decide what’s best for your family. Can I ask what your biggest concern is with it?”
Don’t argue, but ask questions about their concerns, opening the door to a real conversation.
“I’m young and healthy. I don’t need it yet.”
This is a common one among younger prospects, as they feel invincible and think life insurance is unnecessary until something happens.
What to say
“That’s exactly why now’s the best time to get it. You lock in a lower rate when you’re healthy and can always build on it later. Plus, it protects your loved ones no matter what life throws at you.”
Bring up how much more expensive it’ll be in 10 or 20 years or if their health changes. Use real numbers from your carriers to show the young prospect the difference.
“Can’t I just save or invest instead?”
Some prospects believe they don’t ‘need’ insurance if they invest in a 401(k) or savings account since this is what they believe life insurance does.
What to say
“I’m all for saving and investing, so definitely do that, but life insurance isn’t about growing wealth; it’s about protecting it. If something happens tomorrow, your savings won’t stretch nearly as far as a policy would. It’s about ensuring your family doesn’t have to start over financially.”
Stack life insurance with investing; don’t frame it as either/or. Objections are just questions in disguise.
People are trying to protect themselves from being scammed, wasting money, or making a decision they don’t understand. Your job isn’t to bulldoze their concerns but to walk them through each one.
Stay calm and personable. Listen more than you talk to prepare rational, relatable responses that resonate with their concerns and needs. Remember, when people say “no,” they’re usually just saying “not yet,” and they need empathy and confidence from you to close the sale.
Chris Gaston, Agility’s Life Insurance expert, is here to help you develop even more ways to overcome objections! He leans on his personal experience in the life insurance sector to share his successful techniques with you.
For a free brainstorming session, contact Chris today at (817) 291-9898 or email cgaston@enrollinsurance.com. You can also visit our Life Insurance contracting website to see our carrier partners. Chris can also add you to our weekly free email list for more tips and other vital information for insurance professionals, delivered to your inbox!
The life insurance boom is here, so don’t miss your chance to be part of it. Let’s work together to turn this opportunity into a lasting success.
