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Your sales pitch is key to closing the deal. Here’s how to make a perfect pitch that’ll get your future clients begging to sign.

How To Make A Perfect Insurance Sales Pitch

In insurance, making sales is the difference between success and failure. An agent who can’t get signatures on dotted lines won’t last long in the business.

But getting people to take the plunge and buy into what you’re offering is easier said than done. So in this article, we’ll go over every step you need to take to make a perfect sales pitch.

1. Explain the Process

Most agents don’t realize how clueless people are about insurance. So start your sales pitch by explaining the process of getting insurance and how it works.

For example, explain what types of coverage they can get, how long it takes to get it, and how much it costs. Walking people through the process helps clear up any confusion and makes them more comfortable investing in the product you’re selling.

2. Research the Prospect

Before giving a sales pitch that resonates, you need to know who you’re talking to. So research your prospect’s industry and any potential challenges they’re facing.

The more you know about who you’re selling to, the easier it is to tailor your pitch to their unique situation and make it more compelling. You can start your research with their LinkedIn profiles and the lead form(s) they completed.

For example, if you know the prospect is a small business owner, you can highlight how insurance can reduce risk and help them protect their employees and profits.

Speaking of which…

3. Personalize Your Presentation

Nothing turns people off like a generic presentation used on hundreds of prospects. You need to personalize your presentation to their specific needs and pain points.

List out the benefits they’ll get from buying insurance, such as peace of mind or cost savings. Then, explain how your insurance policy can help them reach their goals, be more secure, or reduce their financial risk.

If they’re a real estate investor, for example, you can explain how your coverage can help them protect their investments. Or, if they’re a tech startup, you can highlight the features of your policy that can protect their intellectual property.

4. Keep Control of the Conversation

Effective sales depend on controlling the conversation. This doesn’t mean dominating the prospect but steering the conversation toward the sale.

Ask questions and give them time to answer, but keep the conversation focused on their needs. Avoid long tangents or getting off-topic.

For example, imagine the prospect says, “I’m not sure if I need insurance.” You can respond by saying, “That makes sense. What type of risks do you think you need to be protected against?

By doing this, you’ve steered the conversation toward discussing their risks—which is a step closer to making the sale.

5. Overcome Objections Effectively

At some point during the pitch, the prospect will likely come up with an objection or counterargument. Your success depends on anticipating these objections and having solutions ready.

Don’t take objections personally or get defensive. Instead, address them directly and provide convincing answers. Depending on the situation, you may even need to adjust the pitch so that it connects better with the prospect’s needs and concerns.

For example, if they express concerns about the cost of coverage, you can explain how the financial protections outweigh any costs associated with the policy.

6. Ask Without Interrogating

Too many salespeople believe the more they talk, the better. But while asking questions is an integral part of the sales process, you need to keep the prospect from feeling like they’re being interrogated.

So don’t bombard your prospects with questions or show off your knowledge about the product. Instead, ask open-ended questions so the prospect can answer with more than just “yes” or “no.”

At the same time, avoid leading questions that only require a single-word answer. Keep the conversation social and relaxed—you want the prospect to be comfortable and open up to you during the sales process.

7. Show Empathy but Not Pity

It’s essential to show genuine empathy toward the prospect. After all, people don’t like to feel like they’re being sold to, and connecting with the prospect authentically makes make them feel like you understand their needs and challenges.

But be careful not to come across as too sympathetic, or worse, like you’re pitying them. 

Showing too much empathy can make the prospect feel like you’re just trying to get them to buy something. It’s a fine line, but if you’re sincere, it can make all the difference.

8. Remain Confident

Confidence is an essential ingredient in any successful sales pitch. It demonstrates that you believe in what you’re selling and that the prospect can make a sound decision by investing in your product.

The best way to remain confident is to have a deep knowledge of the product and the insurance industry. Also, practice giving your pitch out loud several times so you’re comfortable with what you’re saying and don’t get caught off guard.

Lastly, avoid hedge words like “maybe” and “I’m not sure.” People won’t trust you if you sound uncertain.

9. Create Scarcity

Creating a sense of urgency and scarcity can work wonders. Tell the prospect why they need to decide soon, such as the limited-time discounts they’ll get or the increased risk they face by waiting.

For example, you can tell the prospect, “The cost of insurance is rising, so it’s essential to get coverage immediately to lock in the lowest rate.”

But be careful not to create too much pressure. You want the prospect to feel comfortable making a decision—not rushed.

10. Educate, Don’t Sell

The most successful salespeople don’t think of themselves as salespeople. Instead, they view themselves as educators helping the prospect make an informed decision.

So don’t be afraid to offer advice on the best course of action for the prospect, even if that means they don’t buy your product. Show them the value of insurance—not just the features of your product.

Also:

• Describe things in simple terms
• Feature charts and illustrations
• Highlighting the benefits of various options

Remember, your goal is to build a relationship with the prospect. That’s much easier to do when they view you as an advisor looking out for their best interests.

11. Stay On-Brand

You’ve worked hard to build your brand and establish a positive reputation in the industry.; don’t throw it away by failing to live up to your standards.

When pitching, ensure you’re staying true to your brand values. For example, if you’ve positioned your company as the leader in customer service, don’t forget to emphasize that throughout the sales process.

Better yet, you can use your brand as a compelling selling point. Show the prospect how your company’s values and culture make you the best choice for their insurance needs.

12. Provide a Roadmap

As you get closer to the end of the sales process, it’s crucial to provide the prospect with a clear roadmap of what to expect. Describe the steps they need to take to finalize the purchase, such as signing documents or deciding on specific coverage options

You should also explain any restrictions or other requirements they must be aware of. This will help ensure the purchase goes smoothly and that the prospect isn’t surprised by anything at the end.

13. Keep Your Promises

Nothing erodes customer loyalty faster than broken promises. If you tell the prospect that something will happen on a specific day, ensure that it happens—otherwise, you risk damaging your reputation and losing their trust

For example, if you promise to send over the paperwork within 24 hours, don’t wait any longer. And if you’re unable to fulfill a promise, let the customer know right away

Nothing skyrockets repeat sales like honesty, and nothing destroys them more certainly than deception.

14. Follow Up

Insurance sales isn’t a one-and-done process. After the sale’s complete, it’s essential to follow up with the customer and ensure they got what they needed and that they’re satisfied with their purchase.

It’s also important to keep in touch after the sale is made. Send the customer periodic updates on their coverage and remind them of renewal dates, discounts, and other incentives to stay with you.

What if You Don’t Land the Sale?

No matter how well you prepare, some prospects aren’t ready to purchase. So don’t take it as a personal rejection. Instead, take it as an opportunity to learn.

Find out why they decided not to buy. Did you fail to build enough trust? Did they not understand the coverage options? Did you rush them through the process?

By understanding the reasons behind their decision, you can improve your sales process for the next prospect. After all, failure is the best teacher.

Mistakes to Avoid During the Sales Process

The right sales pitch takes a lot of work, so mistakes can happen. Here’s what you might notice—and how you can fix it:

Information Overload

Overloading the client with information can be detrimental to a sale. When giving a prospect a sales pitch, focus on the most critical points and avoid using too much jargon and technical language.

Offer diagrams and visual aids to help explain complex concepts And, above all, be direct. Don’t be afraid to ask the client to decide and close the sale.

Overusing Buzzwords

Don’t sound like a robot reciting a script.

Stick to industry-specific language, but don’t rely on buzzwords to carry the sale. Instead, describe the product’s features and the value it brings to the customer in a language they can understand.

Being Too Generic

Don’t make the mistake of using a generic pitch for every customer. Each prospect is different, and they want to feel like you’re taking the time to understand their unique needs and concerns.

Ask questions to get to know the prospect and tailor your pitch to fit their needs. For example, if the customer is looking for a lower-cost option, display products within that range—don’t try to upsell them.

Not Leveraging Visuals

Using visuals to illustrate the features of your product or explain complex concepts can be highly effective in the sales process.

Don’t just show slides—get creative. Use infographics, videos, or interactive tools to help the prospect understand how your product works.

Focus on telling a story with visuals rather than just presenting them. When you can do that, you’ve created an emotional connection with the prospect that can lead to a sale.

Playing Too Hard to Get

If the prospect expresses interest in your product, don’t play hard to get. Instead, be responsive and ensure the customer can reach someone easily if they have any questions or concerns.

Playing hard to get doesn’t create scarcity—it just annoys your prospects.

Wrapping Up

Getting a customer to buy insurance is never a sure bet. But by following these 14 tips, you can massively tip the odds in your favor.

Prepare for the sales process by gathering the necessary information and researching the customer. Then, show your expertise by understanding the customer’s needs, delivering a solid pitch, and staying on-brand.

Finally, don’t forget to follow up and keep your promises. Doing this will create loyalty and a positive reputation lasting long after the sale.

If you’re still hungry for more insurance insight, sign up for InsuranceBob—our comprehensive sales course. You’ll learn how to crush your sales targets and make easy upsells out of your best products.

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With these tips and tricks, you’ll learn how to improve your follow-up results effectively.

The Insurance Agent’s Guide to Successful Follow-Ups

An insurance agent is nothing without effective follow-ups. Unfortunately, most prospects won’t call back on their own, and those that do are rarely ready to purchase.

But most agents lack an effective follow-up strategy. Sure, they’ll make occasional calls and send some emails, but rarely is their strategy well thought-out or executed consistently.

So in this article, we’ll show you how to take your follow-up game to the next level.

Create a Follow-up Schedule

Establishing a schedule for your follow-up contacts will ensure you never forget about a prospect.

We recommend dedicating at least two hours of your day to follow-ups based on research by the Harvard Business Review. Their study found that salespeople who followed up four or more times were 60% more likely to close deals.

Use automated tools like Hunter to help manage your follow-up schedule. These tools will help keep you organized by keeping track of the people you’ve contacted and when.

Also, set realistic goals for yourself. Don’t try to reach everyone in a day—that’s a recipe for burnout.

Segment Leads

Segmentation is an easy but often overlooked follow-up strategy. It’s simple: group your prospects together based on some common factor and provide a different message to each group.

For instance, you might separate your list into those who purchased a particular policy and those who haven’t. Then, you could send those who already purchased a message thanking them for their business and those who didn’t a message encouraging them to take the next step.

By segmenting your leads, you can easily personalize each message and increase the chances of success with just a bit more effort. For example, if you’re selling car insurance, you might want to create separate messages for drivers under 20, SUV owners, and sports car owners.

You can gather this data using website forms or customer surveys.

Automate Follow-Ups With Outreach Software

Keeping up with follow-up contacts across various channels—email, text, phone, and social media—can be daunting, especially when dealing with hundreds of prospects.

Luckily, you don’t have to do it all yourself. There are dozens of outreach software programs designed to automate the process. For instance, you can use these systems to send personalized emails at scheduled intervals, create drip campaigns, and even provide live chat support services.

When you automate your follow-up processes, you’ll be able to reach more prospects and convert more leads.

Best Outreach Software

Outreach tools we recommend:

• Hunter.io. Hunter features address finder, domain search, and email verifier services, making cleaning and organizing your contacts’ details quick and easy.
• Salesforce Sales Cloud. Salesforce Sales Cloud is the world’s most popular CRM, and it features simple, automated tools for sales outreach, communication, and tracking.
• HubSpot Sales. With HubSpot Sales, you can bulk send personalized emails to prospects, track engagement, and customize your follow-up process.

Convince Prospects You Solve Their Problems

The key to effective follow-ups is showing prospects that you have the ultimate solution to their problem.

Focus on their pain points—their need for your product or service. When they know you understand their biggest issues, they’ll be more likely to take the next step.

For example, say you’re selling life insurance. Rather than just listing the features and benefits of your policy, explain the importance of financial planning and how your policy can help them achieve their goals.

Along with an explanation of the benefits, clearly present the value of your offer. Show them why your policy is better than the competition.

Send Messages at the Right Time

Timing is everything regarding follow-ups (and sales in general).

According to a study from Yesware, the best time to send an email is 1 PM, with the second best being 11 AM. They also found Monday-Thursday to be the best day to email, with Monday being the absolute best.

That being said, you should also consider the prospect’s location. If they’re in a different time zone, send the message at the appropriate time for their region.

For example, if you’re in New York emailing someone in Los Angeles, you’ll want to email them at 4 PM your time, Monday-Thursday.

Don’t Keep Them Waiting

One of the quickest ways to lose a prospect is to make them wait too long between contacts. According to research from Lead Response Management, you’re 21 times more likely to convert your lead by responding to their messages within 30 minutes.

Of course, you can’t respond to every lead within 30 minutes. But you could establish a system that makes it as easy as possible to follow up with prospects as soon as possible.

Here are a few tips for doing so:

• Set up notifications on your phone. Create personalized notifications for prospects and leads. This will give you a push alert whenever you get a response.
• Shorten your message templates. Keep your email templates short and focused on providing the necessary information. The shorter they are, the faster you can respond.
• Schedule follow-up reminders. Automate follow-up reminders and assign them to yourself or someone else. Make sure to customize the message as each reminder goes out.

Choose the Best Channel

When it comes to follow-up contacts, the most important thing is to ensure you use the right channel.

Some people might prefer email, while others might prefer text or phone. And you don’t want to limit yourself to just one channel—use whatever works best.

Calling

Calling prospects (and having them call you) is the most common insurance lead follow-up method—and for good reason.

When you call someone, you show them you’re taking the time to actively care about their needs. That said, you should also show them respect and give them an easy way to opt out of the conversation if they’re not interested

If you decide to call prospects, make sure to:

• Be professional and courteous (don’t get too comfortable)
• Be brief and to the point
• Be prepared with a script
• Practice active listening

Texting

Text messages have open rates as high as 98% (compare to email’s 20% average). But despite these insane numbers, text messaging is severely underrated in insurance.

Text messages work best for short, personal interactions. They’re also a great way to pique a lead’s interest in a policy and start a conversation

In addition to texting for follow-ups, you can also use them for scheduling, reminders, and announcements.

Just be sure the lead supplied their explicit consent to receive texts before contacting them. Violating US spam laws can result in massive fines.

Emailing

Emails are great because they’re fast, effective, and easy to track. They’re also a great way to provide a prospect with a wealth of information quickly and efficiently.

When creating an insurance follow-up email, make sure to:

• Be personal
• Include a call-to-action
• Make sure it’s mobile-friendly
• Include a link to a policy page
• Encourage customer reviews
• Add social media links

Also, automate your campaigns as much as possible. If you send emails in bulk, use a software program like MailChimp, Constant Contact, or HubSpot to handle the process.

Don’t Hesitate to Send Your Quote

When you’ve had a successful follow-up conversation with a prospect, don’t be afraid to send them a quote.

This is the last step in the process and the best way to close the deal. The sooner you can get this out, the better—just make sure it’s accurate and customized for the prospect’s individual needs.

Try to offer them multiple pricing options, too. Not only will this make them feel heard, but it could also result in a larger sale.

Know When to Stop

Sometimes, prospects aren’t interested—no matter how hard you try. And that’s okay; you won’t hit a home run every time.

If a prospect isn’t responding after you’ve sent them several follow-up messages, they’re probably not interested. At this point, it’s best to move on and focus on more responsive leads.

And if they’ve told you outright that they’re not interested, stop immediately. Pestering them further could damage your reputation or even get you into legal trouble.

Timeline Examples With Best Practices

The following examples should serve to get you inspired and spark your imagination. You don’t have to follow these steps strictly, but they can be a good start.

From Week 1 to Month 1

We’ve divided this approach into four weeks, giving you a full month to convert the prospect:

• Week 1. Get in touch 4 to 6 times. Include multiple communication channels to see what the client prefers.
• Week 2. Drop the number of contacts to 2 to 3 touches daily to give a little breathing room.
• Week 3. By now, non-converting leads are old leads. That said, there’s still a chance of converting them, so keep trying,
• Week 4. They’re probably a goner, but enter them into your CRM in case they respond (it happens).

3-Day Leads Follow-up Plan

You’ll have a better chance of getting remembered if you’re on top of your game in the first 72 hours. Aside from the follow-ups below, you’ll want to leave one voicemail a day.

Get future clients interested in several different ways:

• The good news (about discounts, offers, coverage)
• Quick question (about their home, family, health)
• Drop off (educational materials, articles, podcasts, etc.)

How often to reach out:

• Day 1. 3 calls, 1 text, 1 email
• Day 2. 2 calls, 1 text, 1 email
• Day 3. 1 call, 1 text, 1 email

That’s how you’ll get 6 calls within 3 days of speaking with a lead. After six calls, they’ll know who you are, what you offer, and probably buy from you.

Remember, 80% of sales happen in the first 5 follow-ups, but 44% of salespeople give up after the first follow-up. Don’t be among them.

Final Words

Insurance follow-up is essential to closing leads and making sales. But, it can be time-consuming and tedious—especially if you use multiple communication channels

By leveraging an automation software solution, you can streamline the process and respond to leads quickly. And if you follow best practices and use effective techniques, you’ll be able to close more leads and make more sales.

Hungry for even more follow-up expertise? Sign up for our free Insurance Bob course, where we lay out expert follow-up strategies and forge you into a well-rounded insurance professional.

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Effective work-life balance is crucial for sustaining long-term insurance growth. Find out how to make the most of both.

The Insurance Agent’s Guide to Work-Life Balance

Let’s be honest: the insurance life isn’t for the faint of heart. Every agent wears a million hats, and it’s easy to find yourself working around the clock just to keep up.

But if you can’t find time for yourself, both your work and relationships will suffer. So how can you find the balance and make sure your work/life balance isn’t tipping too heavily in one direction?

You’ll find out in this guide.

What Is Work-Life Balance?

First, let’s start by defining what work-life balance is. It’s a term used to describe the ability to equally prioritize both the realities of having a job (work) and the realities of having a life (family, friends, leisure activities, etc.)

In other words, achieving a work/life balance means finding a way to balance the demands of your career with the needs of your home life. Of course, there’s no one-size-fits-all solution, but with a little effort and a lot of self-awareness, it’s possible to achieve.

Why Is It Challenging to Achieve Work-Life Balance?

Research found 39% of both full-time and self-employed professionals define work-life balance as their top priority. But the amount of agents who feel like they’re achieving it is drastically lower.

This often happens because of:

• Industry demands. Insurance is a 24/7 industry, meaning you may feel like you’re always on call.
• Self-employment. As an agency owner, you often don’t have someone to answer to. It can be challenging to draw a line between work and home life.
• Stressful environments. Dealing with mounts of claims and paperwork can be exhausting. Demanding clients and coworkers can make it worse.
• Frequent traveling. Insurance agents often travel frequently to meet clients, attend conferences, and more. This takes a toll on your personal life and can be hard to schedule around.

Insurance agents often work hard, but it doesn’t have to be at the expense of their personal lives. Read on to learn how to find your balance

10 Tips for Work-Life Balance as an Agent

1. Set Realistic Goals for Yourself

Setting goals you can’t possibly reach is tempting, especially if you’re a driven person. But if you set too far-reaching goals, you’re more likely to burn out—not to mention fail to meet them, leaving you feeling discouraged.

Instead, make goals that are achievable and measurable. Then, give yourself time to celebrate all successes, however small, so you can focus on your accomplishments.

2. Don’t Be Afraid to Say ”No.”

As an agent, you want to be available to your clients and colleagues. But if you don’t give yourself room to say no, you’ll never be able to prioritize your needs.

Learn to turn down requests outside your scope of work—whether it’s a request to attend an event you don’t have time for or to take on more responsibility.

For example, if a client needs a form filled out that’s outside of what you’re offering, politely explain why you’re not qualified. Bending the rules because you’re too scared to decline more work won’t benefit anyone in the long run (especially yourself).

3. Automate the Boring Stuff

You don’t have to be a tech genius to automate certain parts of your job.

There’s a wide selection of software designed for insurance agents that can handle tedious tasks. For example, you can automate policy processing, fill out forms, or even keep in touch with clients.

To give a real-life example, HubSpot’s CRM automates lead and customer management. Their automated toolkit handles follow-up emails, sending thank-you notes, and more.

This doesn’t mean replacing yourself with technology, either. Instead, it just streamlines your job, so you can focus on the things only you can do.

4. Take Time to Have Fun (Seriously)

When you’re enjoying yourself, your creativity and productivity will soar—and that doesn’t require taking a trip to Honolulu.

Maybe you need to get away from your desk and take a half-hour lunch break to get some fresh air. Or maybe you need to take a Saturday afternoon to catch that matinee showing of the latest movie.

Set aside time throughout the week to do whatever activity brings you joy. Even if you’re swamped, make it a priority.

5. Invest in a Healthy Lifestyle

Spending all day behind a desk and working late nights can affect your physical and mental well-being.

Make time to exercise, eat healthy meals, and get sufficient sleep. And don’t forget to account for the occasional indulgences (after all, there are few things more relaxing than a glass of wine with your favorite meal).

You don’t have to become a health nut, either. Small steps, such as getting off the bus a few stops earlier and taking the stairs over the elevator or swapping sugary snacks for fruit and yogurt, go a long way.

6. Take Frequent Breaks

When you’re caught up in a never-ending stream of emails and paperwork, it’s easy to forget to take some time off.

But it’s important to remember that a break doesn’t always have to be a full-fledged vacation. Even taking five minutes to step outside and get some fresh air can be rejuvenating.

Try to set aside chunks of time throughout the day devoted to doing something that truly relaxes you. Whether reading a book, listening to a podcast, or taking a walk, don’t neglect your need for downtime.

If your schedule is packed, try to fit in mini-breaks throughout the day, like stretching and deep breathing. Anything that takes your mind off work will do the trick.

7. Delegate Tasks Effectively

You don’t have to bear the entire weight of your workload on your own. Delegating tasks frees up your time to focus on the bigger picture.

For example, consider hiring a virtual assistant if you’re swamped with paperwork. This way, you can focus on the less redundant parts of your job, like networking, marketing, or making sales.

If you’re short on cash, consider outsourcing specific tasks to freelancers. This doesn’t have to be a long-term commitment—it can be as simple as having someone design your website or write your Twitter posts.

8. Make Time for Family & Friends

As an agent, you’re likely spending a lot of time with clients. But don’t forget to make time for the essential people in your life.

Spending time with your family and friends gives you an emotional recharge. And through these relationships, we can get perspective and meaning in our lives— something that’s often lost in the shuffle of work.

Draw up a schedule of family or friend time and stick to it. That could mean having regular movie nights with your spouse, Saturday morning breakfast outings with your kids, or weekly video calls with friends.

9. Develop Your Skillset

The insurance industry is constantly evolving.

New product releases, coverage options expand, and regulations change. Keeping up with these changes is essential for staying competitive.

Focus on developing your skillset. Read industry-related articles and books, attend online webinars or conferences, and consider taking educational courses.

This will keep you on top of industry trends, refresh your passion for your job, and remind you why you chose to become an insurance agent in the first place.

10. Don’t Forget to Reward Yourself

When constantly working hard, it can be easy to forget to pat yourself on the back.

Recognize the successes in your job and reward yourself accordingly. Whether it’s a new outfit, dinner at a restaurant you’ve wanted to try, or a weekend getaway, celebrate your achievements often.

This creates a positive feedback loop, motivating you to stick to your goals and make an even more significant impact in your job.

The Bottom Line

There’s no one-size-fits-all answer to managing your time as an insurance agent—everybody is different. But the tips above can help you find the best balance to excel in your field and lead a healthier, more fulfilling life.

If you’re serious about making the most of your insurance career, sign up for Insurance Bob—our free 20-day course. You’ll learn industry-specific tips on how to make more sales, improve your client relationships, and stay competitive in the field.

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Selling insurance to seniors requires a slightly different approach. Here’s what you need to know.

Selling Insurance to Seniors: The Only Guide You Need

The senior population accounts for 16.9% of US residents, increasing to 22% by 2050. It’s a fast-growing market worth cashing in on while serving a vulnerable community in the process.

That said, selling insurance to seniors is not a task to take lightly. And in this article, we’ll review some key points to keep in mind when approaching potential senior clients.

Why Sell to Seniors?

Suffice it to say, most seniors are in retirement mode and are more likely to have more disposable income. That means they can be willing to pay more for well-priced products, making them a lucrative market to target.

Additionally, seniors have aging bodies and are more likely to require more health care and assistive services. Providing seniors with the coverage they need—whether it’s long-term care or Medigap insurance—will help ensure they’re taken care of later in life.

Lastly, they’re available.

Due to age, most seniors have finished their careers and have extra time to spend. That makes them an ideal demographic for insurance agents who want meaningful connections and conversations.

Choosing the Right Niche

When deciding which products to offer to seniors, it pays to research the various niche markets available. If you can find an underserved market of seniors, you may be able to provide them with a much-needed service with low saturation.

The most popular are:

• Term life insurance. Used for coverage for a limited period, often for a specific purpose such as paying off a mortgage or providing a financial cushion for the family.
• Final expense. Covers funeral costs—can provide a much-needed service for those without the finances to pay for their own or their family member’s funeral.
• Whole life. Whole-life policies are designed to provide coverage for the entire life, and some policies include an additional death benefit.
• Universal life. Universal life provides coverage offering an investment aspect and lifelong protection.
• Life insurance with a long-term care rider. This type of policy combines long-term care insurance with life insurance, offering the broadest range of coverage.

Understand Why They Want Insurance

Senior citizens want insurance for a variety of reasons. Some may need coverage to supplement dwindling retirement funds, while others may be seeking a way to pass on an inheritance without incurring a hefty estate tax penalty.

By understanding their needs, you can provide them with the right product geared toward their specific goals. For example, if they’re mainly looking to cover long-term care, you may want to offer them a combination life insurance with long-term care rider.

After all, seniors aren’t all the same; their needs will vary depending on their financial standing, family circumstances, and health conditions.

Making the Sale

Next, we’ll outline proven strategies for selling insurance to seniors.

1. Optimize Marketing for Specific Situations

When marketing to seniors, it pays to focus on the bigger picture. Explain why having insurance coverage is essential in the golden years, highlighting the value it brings to their retirement planning and the circumstances surrounding it.

For example, you could target specific products to those with retirement-age children, high-net-worth individuals, or those with specific conditions.

2. Create Accessible Content

When crafting your marketing material, create content that’s easily accessible to seniors. Avoid industry jargon and use industry-specific communication in its place.

Also, keep in mind that seniors may have hearing or vision problems. As a result, they may benefit from larger materials or in a different format, such as an audio call or video.

3. Meet in Person

Because seniors aren’t generally tech-savvy, meeting in person can be a more comfortable option. It’s also a chance to build trust, answer their questions and address any concerns they may have.

When meeting, focus on the individual’s particular circumstances. Show that you’ve done the research, and help them understand the value of their policy by showing them how it will benefit their family.

Be sure to dress well, too.

Showing up in a suit—not a shirt and tie—will add an extra layer of professionalism and help the senior feel at ease. Many seniors are wary of scammers targeting the elderly, and meeting in person takes the guesswork out of the equation.

4. Make Things Simple & Straightforward

As we mentioned earlier, technical terminology should be kept to a minimum. Seniors have different experiences and may not immediately understand terms or words they’re not familiar with

Strive to make the policy as straightforward as possible. Explain every element, and make sure they understand what they’re buying.

For example, if your agency requires a medical exam, explain the exam and why it’s necessary. Put senior clients at ease by emphasizing that their data will remain confidential.

5. Ask the Right Questions

Asking the right questions can make all the difference. Seniors may not be familiar with certain types of insurance, so you’ll need to ask specific questions to get to the heart of their needs.

Ask about concerns related to health, family, and financial situation. And, if you’re still unsure, asking for clarification and repeating what you’ve heard will help ensure you’ve understood the senior’s needs correctly.

If they already own a policy, find holes in their current coverage and suggest ways to fill those gaps. For example, if they have a term policy, suggest a whole-life policy to cover them for the rest of their life.

6. Stay Close & Be Personable

Older adults grew up in a different environment than other generations. As a result, they’re more likely to respond to a personal touch and appreciate a friendly conversation.

It’s essential to stay in touch after the sale. Send them occasional cards, letters, or even a small gift—like a bookmark or a notepad. Doing this will help keep them in tune with your agency and help them remember you.

It’s about building trust and demonstrating that the relationship doesn’t end when the sale is made.

7. Be Clear & Concise

It’s vital to explain the details of the policy in simple language. Avoid using industry jargon and stick to clear and understandable explanations.

Be sure to provide seniors with a copy of the policy clearly stating what is and isn’t covered. That way, they can refer to the document for clarification if and when they have any questions.

8. Understand the Emotions Involved

Talking about one’s mortality can evoke many emotions, such as fear, sadness, and anxiety. It’s important to recognize and understand these emotions, as they can create barriers to a successful sale.

Be patient, listen carefully, and allow the seniors to express their feelings. You can even suggest resources or support groups for those facing mortality-related concerns.

By acknowledging their emotions, you can demonstrate you understand and empathize with them, helping foster trust and a positive relationship.

I Made the Sale—Now What?

Congratulations! You closed the sale—now it’s time to cement the relationship.

Start with a “thank you” note. This can be a simple card or a more elaborate gift, such as a photo of the senior surrounded by their family. And depending on your budget, you might even include a small token of appreciation (like a gift card).

Be sure to follow up with the senior periodically—even something as simple as a birthday card can make a big impact. Finally, offer the senior an incentive if they refer your business to their friends, family, or acquaintances.

Upgrade Your Skills with Insurance Bob

Following the tips outlined in this article, you can successfully sell insurance to seniors and help them secure their financial future. Seniors are a key demographic and are more likely to respond to a personal approach.

Remember to be clear, concise, and patient when discussing the policy and the circumstances around it. Do your research, optimize your marketing material, and never be afraid to ask the right questions.

Finally, when the sale is made, don’t forget to acknowledge their trust in you by sending a thank you note or a small token of appreciation.

Before you go, consider joining our free 20-day Insurance Bob course for in-depth guides and resources to help you upgrade your insurance sales skills. You’ll learn industry best practices, tips to maximize sales, and other crucial information for success with any demographic.