Insurance Sales Techniques - Three Completely Different Strategies that Work

There are numerous proven sales techniques out there, and most can be successful if you correctly judge the most effective method for the customer, situation and product. When you're comfortable and fluent with a wide variety of techniques, you stand the best chance of closing the sale. Here's how three of the best and most unique strategies can be used as insurance sales techniques:

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SPIN Selling

SPIN selling can be described as a "hurt and rescue" approach. The technique is based on asking incisive questions to identify a problem, then causing tension by discussing the negative consequences that may occur. You then rescue the prospect by introducing your product, neatly tailored to solve the problem and relieve the emotional need you have created.

Use Situation questions to gain context into the buyer's needs and circumstances:

  • "Do you have children?"
  • "Do you have a life insurance policy?"

Ask Problem questions to identify specific pain points or worries that your policies can solve

  • "How many dependents do you have?"
  • "How much does it cost your family to live in this house each month?"
  • "How many children in college do you have?"

Don't go into a sales pitch yet -- find out more first. Letting the customer do most of the talking only helps your sale.

Next are Implication questions, encouraging the prospect to internally acknowledge the consequences of these problems and search for a solution:

  • "Have you thought of what might happen to the kids if you hadn't come home from work last Friday?" (Use past tense to avoid sounding too crass.)
  • "If you were unable to work, could your family afford to stay in this house?"

Last are Need-payoff questions, questions that ask how the problem could be solved, leading the prospect to ask for a product before it's offered:

  • "Have you known a family in the same situation? Were the children able to continue college?"
  • "Are there steps we could take to ease your mind?"

High-Probability Selling

High-Probability Selling is a direct, honest and upfront acknowledgment that you're there to sell a product to people who need it now. By avoiding persuasion, trust is quickly established. Prospects appreciate honesty, and this technique saves time and boasts a high sales ratio.

Disqualify prospects without immediate interest or means to buy early. Hone your list of qualifying questions so that they're few -- but effective -- for your product. Ask "Do you own your own home?" If yes, "Are you happy with your insurance premium?" Most people will say "No." You can even skip this step entirely by purchasing quality, well-filtered leads from an established provider.

Once you have determined that a prospect is a qualified, interested buyer, make a direct statement of what you sell, and list two benefits: "I sell long-term care insurance, which covers the cost of in-home or nursing-home care if you should ever need it. It can protect your estate for your heirs."

Set clear, specific conditions to be met before the sale continues, and directly determine if they'll be met.

  • "If you like what you hear about the insurance plan, are you willing to purchase?"
  • "I only make appointments if all decision-makers can be there. Can we schedule a time when the family will be there?"

If your conditions cannot be met, move on to the next prospect.

Present the facts and close by using the word "want" in asking the potential client for their next move. This is more effective than simply asking for their business.


Close On Objections is a technique where the salesperson welcomes the prospect's objections, viewing them as an expression of interest, then turns them around into reasons for the prospect to buy. When the client makes an objection, listen respectfully, repeat objections and affirm your understanding. Do not interrupt or appear too eager to refute their concerns. An objection is no more than an opportunity to address a concern using testimonials, data, or another relevant product or option that you offer. If the prospect uncovers a drawback for which you have no ready answer, offer a compensating benefit. Objections are also an opportunity to share more information. The goal is to encourage conversation and informational exchange, instead of making a presentation, lecture, or one-sided sales pitch.Your well-reasoned and understanding responses to the clients concerns will help overcome any reluctance. Each objection is a chance to share more information, overcome reluctance, and move towards a sale.

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