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Life Health > Running Your Business > Selling

10 Insurance Sales Success Strategies

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What You Need to Know

  • You may be wonky.
  • You may be holistic.
  • You still need to persuade clients to act.

Do you want to make it easier to set appointments, and close sales of insurance and annuity products that will make people’s lives better?

Then you must stand out from all the other insurance agents in your area.

You want to be the ‘one’ person people talk about and want to meet.

You will be amazed at how much easier your career is when you learn and follow these 10 insurance sales success strategies.

1. Get people to talk about themselves.

During the first few minutes you meet with a prospect, whether in an elevator, at your seminar, or during the initial fact-finding, resist the temptation to talk about yourself, your products, or services.

No one cares how great you are until they understand how great you think they are.

Ask questions to get people to talk about themselves and what they really need and want.

Resist the temptation to throw out “sales pitches” about your product or service.

Because at this point, what could you possibly talk about?

You have no idea how or if you can help the prospects.

2. Telling is not selling.

If you tell the prospects something, they may or may not believe you.

Remember, in their eyes, you are just another salesperson trying to make a sale.

So, if you want to sell to most of the people you meet with, you have to get your prospects to “tell themselves” what’s important to them and their families.

You need to get fascinated with your prospects.

You need to ask questions with no hidden agenda or ulterior motives.

3. Pretend you’re on a first date with your prospect.

Get curious about your prospects.

Ask about their dreams, concerns and problems. The more you get them to talk about their dreams, concerns and problems the more important those things will be to them, and the more they will want to find a solution.

Then ask about the products and services prospects are already using.

How did they happen to choose that product or service? Are they happy?

Is it too expensive, not reliable enough?

Find out what they really want.

If not from you, then perhaps from someone you could recommend.

4. Speak to your prospects as you would speak to your family or friends.

This isn’t the time to switch to the “sales mode,” with heavy-handed persuasion techniques.

Speak normally, like when you’re around your friends and loved ones.

Keep it all simple. Don’t try to impress people, and don’t use technical jargon.

“If you speak at a sixth-grade level, then even the college professors will understand you.”

5. Pay close attention to what your prospect is and isn’t saying.

Most salespeople are so concerned about what they will say next that they forget that another human is involved in the conversation.

Listen to what they tell you and then ask questions to clarify what the prospect told you.

6. If you’re asked a question, answer it briefly and then move on.

This isn’t about you or your knowledge.

It’s about whether you’re right for them.

7. Find out what they need and want first.

Only after you’ve correctly assessed the needs and wants of your prospect do you mention anything about what you’re offering.

8. Refrain from delivering the three-hour product seminar.

Don’t ramble on about features and benefits that have no bearing on anything your prospect has told you.

Pick a handful of benefits you think could help your prospect’s situation.

And if possible, reiterate the benefits in the prospect’s own words, not yours.

9. Ask the prospect if there are any barriers to them taking the next logical step.

After using the first eight Insurance Sales Success Strategies, you should understand your prospect’s needs and wants.

Knowing and having established a mutual feeling of trust and rapport, you are now ready to bridge the gap between your prospect’s needs and wants and what you’re offering.

10. Invite your prospect to take action.

If you learn and use the previous nine Insurance Sales Success Strategies, you will obliterate the need for any of the “101 closing techniques” you’ve learned, because the ball is now placed on the prospect’s court.

Using a “closing technique” keeps the ball in your court and puts the focus on you, the salesperson.

You don’t want the focus to be on you.

You don’t want prospects to be reminded that they are dealing with a “salesperson.”

You’re not a “salesperson.” You’re a trusted advisor, helping prospects to solve their problems by offering a particular product or service.

Emotions and Action

Do you want to make it easier to set appointments and close more life insurance and annuities sales? Then you must get your prospects emotionally involved.

People buy for many reasons, but they all boil down to avoiding pain or gaining pleasure, which are emotions.

To get people emotionally involved, you must ask open-ended questions, so they will see and understand the dreams, concerns, and problems they have.

The more emotional people are during the sales process, the more likely they are to take action.

Once you know what they want, you need to learn the best insurance sales success strategy: How to help people find the money to take action.


Jeremy NasonJeremy B. Nason, RFC, is the co-founder of the Insurance Pro Shop, an insurance marketing and sales resource center, and Found Money Management, a life insurance sales training system aimed financial professionals who work with middle-income families.

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