Selling final expense insurance differs significantly from pitching car insurance or a Medicare plan, which often focuses on dollars and deductibles. With final expense insurance, you’re stepping into a conversation about someone’s death, their legacy, and their loved ones.
That’s very emotional and human, so when you lead with compassion instead of commission-hunting, you’ll not only close more sales, but feel good about what you’re doing. Here’s how to make that happen.
Drop the Sales Script and Bring the Real You
You don’t want to open with script-like jargon such as, “Can I speak to the person in the household responsible for funeral planning?” You lose them fast and won’t get them back.
Instead, try to approach them like you would your favorite aunt with something like, “Hey, I work with people who want to make sure their family doesn’t get stuck with funeral costs. Is that something you’ve ever thought about?”
Be relaxed to let your tone match the gravity of the topic, but don’t be stiff. You’re there to help, not to hustle.
Ask More Than You Tell
Compassionate selling means listening more than talking, so ask questions like:
- “Have you ever had to handle funeral costs for someone?”
- “What would you want your family to experience if something happened to you tomorrow?”
- “Do you have anything set up now, or are you just exploring options?”
Let them tell their story so you’re not just gathering facts but building trust through compassionate listening and understanding.
Speak in Plain English
Avoid industry jargon like “death benefit” or “policy maturity.” Instead, say:
“This is a small life insurance plan that helps your family cover funeral and burial costs, so they’re not stuck trying to come up with $10,000 when they’re grieving.”
Make it easy to understand since people don’t buy what they don’t understand.
Be Honest About the Numbers
Final expense insurance is straightforward, but it’s not always affordable, especially for older clients, so be honest about the costs. Instead, explain the trade-off:
“You’re paying a bit more per month than a big term policy, but this is guaranteed, doesn’t expire, and your family gets the money fast.”
Most people are willing to pay for peace of mind, provided they believe it’s worth the investment.
Handle Hesitations Gently
If a prospect says, “I’ll think about it,” don’t push. Perhaps the prospect is scared, short on money, or doesn’t fully understand. Ask:
“Can I ask what’s holding you back? I want to make sure you have all the info to make the best choice for your family.”
You’re not chasing the close, but helping them make a decision they won’t regret later.
Follow Up with Heart
Don’t just follow up with, “Just checking if you’re ready to move forward!” That sounds like you want to check a box.
Instead, try, “I was thinking about our conversation last week and know this is a big decision. I just wanted to see if you had any questions, or if there’s anything I can do to help.”
That one slight shift changes everything.
Be the Person They Remember, Not the One to Forget
People won’t remember your product pitch, but they will remember how you made them feel. Will you be the scripted, pushy salesperson trying to close another deal, or a kind, clear, patient human being just trying to help another person avoid a problem?
When you sell final expense insurance with compassion, you’re not just writing policies, but providing families peace of mind. That’s a legacy worth leaving, too.
Chris Gaston, Agility’s Life and Annuities expert, is here to develop your personal final expense product portfolio with a free brainstorming session. He leans on his personal experience in the sector to share his successful products with you.
You can also visit our Life and Annuities contracting website to view our carrier partners. Chris can also add you to our weekly free email list for more tips and other valuable information, delivered directly to your inbox!
