Life Insurance

How to Sell Insurance Without Being Salesy

By Gillan Boyer


In the wise words of Michael Scott from NBC’s The Office:

“There is nothing more insulting to a great salesman than having to listen to a bad salesman. It’s like a great basketball player having to listen to a bad basketball player.”

We all know what it’s like to be bothered by a pushy salesman. It sucks.

Instead of being the person that everyone avoids, we’ve compiled 6 tips to help you sell with style.

When selling insurance, you must first identify your target audience and create a need.

Many agents struggle with asking questions in fear of upsetting their clients, but as an entrepreneur, you cannot be afraid to ask these challenging questions.

Create a client profile for every prospect

Put simply, client profiles help you organize contact information, demographics, products, etc.

If their current coverage is sufficient or they know what plans are available to them, do not push. Instead, your goal should be to inform them of all their options. 

Ask questions to determine their risk.

Being able to answer questions on the spot helps build trust with your clients, and it also allows them to have all their questions answered in one swing. 

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Sum up the Amount of coverage needed

As an agent of The Brokerage, you can use our needs analysis tool to create a proper estimate. 

Run the quote for that amount

In most cases, permanent insurance is better coverage, but it can be costly to your client. Be sure to educate them about the differences between permanent and term so they can make an informed decision.

You should also explain how adding riders (critical illness, chronic illness, etc.) could be financially beneficial down the road.

Find out if this fits into their budget

This is where you may have to ask difficult questions about money.

If they need a lower quote, make sure you provide additional options (term life, supplemental coverage, etc). 

Something is better than nothing.

Close the meeting with class.

Always end your conversation by saying, “It looks like everything is in order. If anything changes, please give me a call.” 

This lets the client know that you are available if they have any questions or concerns (even though the majority will not).  


These 6 tips barely scratch the surface of how to sell with style, but if you apply them to your sales process, we can guarantee that it will improve your chances for success.

Remember: ask questions, analyze their needs, determine the amount they will need, run the quote, and see if they can afford the policies you are offering them. 

What if your client objects to the offer? Check out this article on overcoming life insurance objections.

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.