Life Insurance

3 Sales Objections & How to Overcome Them

By Gillan Boyer

Overcome Sales Objections

When you’re selling Medicare and other health-related products, you rarely have to convince a prospective client that they need it. Life insurance, on the other hand, requires you to articulate the need and provide a solution.

Below are three of the most common objections to buying life insurance followed by our recommended answers.

Objection 1

I can’t afford this.

We’re all aware of the cultural stigma that insurance agents are corrupt and just want your money. 

Many people don’t realize how affordable it actually is, so they automatically throw up this objection.


You can’t afford not to have this. It’s not for you. It’s for the ones you leave behind.

It’s important for the prospective client to understand that there are various options and your goal is to meet their specific needs and budget. 

A good question to ask might be, “Well, how much can you afford a month?” This helps your client to feel like they are in control of the process. “Whatever you think you can afford will help us determine what coverage is needed.”

People are accustomed to spending money on physical products or services. Life insurance is intangible, so it is important to emphasize that death is inevitable and your product will make a huge impact for the ones you love. For you, it’s not tangible, but for them it certainly will be. 

The benefit far outweighs the price.

Objection 2

I’m young and in good health, so I don’t need life insurance right now.

No matter what product you’re selling, this is one of the most common objections. 

We all value our time and can sense when someone is just trying to make a quick dollar. Handle this objection carefully.


No problem. I want to be respectful of your time, but would you mind taking some time to read the obituaries in the paper?

It’s human nature to feel invincible and avoid the thought of death. The truth is, though, that none of us know how or when we’ll pass. That’s why it’s important to show your clients that a life insurance policy can protect their surviving family members.

We don’t recommend that you try to scare your clients into buying life insurance, but it’s important to have one or two impactful stories to remind them that tomorrow is not guaranteed. 

For example: “I had a friend out in East Texas who built a successful cell phone tower business. He had a wife and two teenage children, and they had done quite well for themselves. One day, my friend was installing a new tower and a strong wind blew it over and killed him. He didn’t have a life insurance policy and therefore his family had no cash-flow. They lost the business, the mom struggled financially to take care of her two children. Not only did the surviving family have to deal with the grief of losing their loved one, they now how to deal with tremendous financial loss. One life insurance policy would have made the difference for his family. They could have maintained their lifestyle and even kept the business.”

Keep it simple and once again, don’t try to scare them into buying. Whether you tell them about a family who did or did not have life insurance, just make sure it is relatable.

Objection 3

I don’t have time to talk about this right now. can you Just send me some information?

How many times have you used this objection when someone tries to sell you a product?

We all value our time and can sense when someone is just trying to make a quick dollar. Handle this objection carefully. Some clients would truly rather learn about a product or service on our their own, but you can still turn that into a viable sales opportunity. 


I’m not trying to sell you a product that you don’t need. I’d rather have a conversation with you and if there is a need, we can talk more. Otherwise, I don’t want to waste anyone’s time.

You can send brochures and marketing materials all day long, but we all know that nobody will read it. Plus, if you just send someone a brochure, how do you know if it’s the right fit?

Show the prospective client that not only is their time valuable, but yours is too and you’re not desperate for their business. Remember, you’re not just selling them a product – they can be life insurance off the internet or TV if they wanted to – you’re offering them a service and guidance as their insurance adviser.

Your mission is not to tell them what they need, but rather it is to find out what they need.


The great thing about selling life insurance is that there is no objection too complicated. Everyone needs it, and you have the ability to help them see why.

For more helpful tips and training, feel free to contact us and one of our sales professionals is here to help!

Gillan Boyer

About Gillan Boyer

Gillan is our Director of Marketing & Communications. When he's not working, you'll probably find him spending time with his family, making music, or learning something new.