Insurance Sales – Advanced Life Process Guaranteed To Close Big Cases!

In this post I have a real treat for you.  I’m going to hand over the exact life insurance sales process that I developed to close big cases consistently.

This system is what is directly responsible for me being at the top of my company in life sales year in and year out.

There are some accompanying documents that you can download using the link below the post.  I’d also love to hear your thoughts and comments on this system.  Just post them below as well.

With that being said, let’s dive right in:

Rapport & Trust Building Phase
The first part of the initial meeting is to build rapport and most importantly trust between you and your prospect.

A key to this method is to begin each segment by explaining what you are doing and why you are doing it – then asking the prospect’s permission to move forward in the process.

The reason we do this is to build small levels of trust up toward the purchase as well as getting what is known as “yes” momentum.  That’s engaging the prospect in a series of simple “yes” answers so that they are accustomed to saying “yes” when it is time to make the purchase.

Another thing you will want to do is avoid small talk at the beginning.  You need to weave in the small talk in the middle of your sales process.  Studies show that most prospects are put off by small talk and that they think of it as fake.

Here’s a sample of what you’ll say:

Agent:  Well Mr. & Mrs. Prospect I want to first off thank you for meeting with me.  What I’ve discovered is that if I can help my clients to get what they want, things work out the best for everyone, and that is the way I’d like to work with you.

I believe that in order to accomplish this, we have to have an understanding of each other.  So what I’d like to do is start off by asking you some questions to get to know you and then sharing some information about me so that you know where I’m coming from.  Does that sound fair?

A couple of items to note with the beginning of the presentation:

1) You always want to start off asking them questions because people want to talk about themselves.  You’ll get them to open up right away and trust you.

2) You should have a fact finder form that you are taking notes about the things that they are saying.  It makes sense to even ask them for permission to take notes during the conversation so that you don’t miss anything that is important to them.

Some things you should share with the people about yourself are:

1) why you got into business
2) a bit about your background and qualifications
3) some personal things – family, hobbies, etc.

Fact Finding Phase
You’ll need to make a transition between each phase of this life insurance sales process, so once you’re done with the rapport building phase, say something to the effect of:

Agent: Mr. & Mrs. Prospect, I really appreciate you sharing everything you have with me so far, it will really help me to do the best job possible for you.  Now what I’d like to do is talk about what you want to have happen in life.

And I really should emphasize the word want.  Most insurance people are going to talk to you about what you need and I believe that is the wrong way to approach insurance.  You see, the term need implies the very least amount to get by, which is very difficult to determine.

Not to mention the fact that we live in a day and age where needs change rapidly.  If we construct a plan for you that gets you what you want, then you never have to worry if it’s going to do what it is supposed to for you.  Does that make sense?

Note:  Make sure that they understand this concept before going further.  If need be, develop the thought for them more.  You can use analogies like, you don’t buy the car that you need, you buy the car that you want, etc. etc.

After you have determined that the client gets that point, you want to launch into your fact finding session.  You should have a good fact finding form, if you don’t you can use the one included on the link below.

Start off your fact finding session by asking emotional questions that are built around the benefits that life insurance provides.  You might even want to move into these questions by softening the situation a little, like this:

Agent: You know Mr. & Mrs. Prospect, for most people life insurance is something that is difficult to discuss because they focus on the negatives that it implies, namely death.  What I am going to ask you to do during this process is think about the positive things that having this type of protection can do for your family, instead of the negatives.

Now you want to launch into your questions.  Here are some samples to get you started:

Do you have a will?

If you were to pass away tomorrow, what do you want to happen with your mortgage?

If you were to pass away tomorrow, what do you want to happen with your debts?

Note:  Make sure to phrase the questions using the term “want”.  After you ask the question, you want to probe down further.  Ask things like Why is that important to you? Also get specifics so in the case of the mortgage question, ask About how much do you owe?

Write down the answers they give you into your fact finder.  Pay particular attention to the answers they give you when you ask why it’s important to them.  You’ll want to tie everything you say to them later in the presentation back to these answers they give.

Now that you’ve collected all the data on what they want to cover with their life insurance as well as getting the figures you need to determine coverage amounts, you need to resist the urge to start making recommendations and talking about price.  The next step is to remove the price objection entirely.

Here’s how you do it:

Agent:  Thank you for sharing everything you have so far Mr. & Mrs. Prospect.  I know for certain that we can develop a plan that will address all of these things that are important to you.

At this point you are probably wondering what something like this is going to cost right? **Pause here and gauge what they say**

Well to be honest, I have no idea what it is going to cost to accomplish your wishes.  But what if I told you that where I can really provide you value is to show you ways to pay for this plan without having to spend any additional money than you already are each month?  **Pause and listen here again**

And I’m not talking about telling you to give up going out to eat once or twice a month or anything silly like that either.  You see, my specialty is in analyzing your current spending on insurance in particular – home, auto, disability, health, and even a few other areas.

With your permission, I could gather some additional information and do a savings analysis for you in these areas.  For the majority of my clients, I can save them enough money on these other insurance plans to fully cover the cost of the family protection we’ve been discussing.

In some cases, I’m only able to find enough to pay for some of the family protection, but in others I can find enough to cover your new family protection AND put extra back in your pocket each month.

Would you like me to do this for you?

**I’ve never had someone say no to doing this analysis, if you do skip the next fact finding section and go to explaining the types of insurance.**

If they say yes – begin the insurance analysis fact finding session.  It’s pretty self explanatory, just ask the questions you need to fill out all the data on the sheet.

Explaining different types of insurance
After completing your fact finding process you need to transition into explaining the different types of insurance to your client.  Use something along these lines:

Ok, Mr. & Mrs. Client, I’ve got what I think is everything to do my homework and develop a plan that fits your situation.  Before we move on, was there anything else that I didn’t cover that was important to you?  **Pause and listen, then address issues if they come up.**

Mr. & Mrs. Client, most of the people I work with usually think of life insurance as some complicated thing but what I’m going to do here is make it really simple.

There’s really just two types of insurance.  There’s term, which is temporary and there is permanent insurance which is meant to last your entire life.

Let’s talk about term first.  Term is by far and above the least expensive type of insurance UP FRONT.  You buy term insurance for a level period of time – typically 20 or 30 years.  The amount that you pay for the insurance is guaranteed for the time period that you choose.

So if you get a 20 year policy at $25/month then you pay that amount every month for 20 years.  After your 20 years is up, you have a choice.  You can discontinue the policy or you can keep going with it.

The cool thing is that it’s guaranteed renewable, which means that no matter what happens to you in the first 20 years health wise, say you got cancer or diabetes or something that could prevent you from getting a new policy, the insurance company HAS to renew you policy.

But after the 20 years is up, the policy premium goes up each year based on your current age, so it get exponentially more expensive each year.  At this point, term is the most expensive insurance to own.

Term is just insurance, so all the money you pay goes to the insurance company and the only way you will see any return of your premium is if you make a death claim on the policy.

There are some additional options called riders that can be attached to term policies as well.  That’s basically it to term insurance.

Permanent insurance is a little different and it comes in a few different varieties.  The main difference between term and permanent is that with the permanent insurance, you have what’s called a cash value account attached to the policy.

This cash value account is a very unique financial instrument.  With permanent insurance you pay a higher amount, but that is because most of that money is going into this cash value account and it gets interest.

There are tax advantages to the way the money grows within that account and there are several advanced financial planning methods you can use with this cash value account – like creating a tax free retirement and becoming your own banker.

I had said previously that there are a few varieties of permanent insurance.  And the differences between them involve how the cash value gains interest and the types of guarantees that are associated with the policy.

That is permanent insurance in a nutshell.

Which type do you think is best for you?  Do you have any questions?

Here you will go over all their questions and kill any possible objection that they may have.  Make sure to answer all concerns by tying back to the goals and wants they gave you earlier.

Closing the initial interview

Now that you have answered the questions and killed objections, you want to close the initial interview by setting the next interview as this is  a 2 interview life insurance sales process.  Use a transition like this:

Mr. & Mrs. Prospect, what I’d like to do now is take all the information that you’ve given me and go do my homework.  It seems like (name the day and time for this interview) worked well for you, would this time next week work for us to get back together again?  **set next appointment**

Ok, great!  When we meet next week, I’ll have 2-3 plans put together that will allow you to accomplish everything you told me you want to have happen.  I look forward to seeing you next week.

Note:  Now you are going to analyze their other insurance and put together quotes for life.  Do three quotes, one term, one whole life, one ul or iul.  Put all the data you come up with into the proposal form included with the link below.

2nd Interview – the close

The warmup phase

When starting this meeting you want to begin by recapping the wants that the client(s) had expressed to you in the first meeting.  You can begin this conversation by using language like this:

Mr. & Mrs. Prospect, I’d like to begin our time this evening by quickly revisiting our last conversation to make sure that I didn’t miss anything and also to answer any questions that might have come up after we met.  Are you okay with that?

After you receive permission to move forward start by going through the answers they gave you to the emotional questions and make sure that you incorporate the reason they gave you as to why that was important to them.  For example:

In our last conversation, you had said that paying off your mortgage was important to you because it would significantly lower your bills and make your situation much less stressful, is that correct?

Note:  Make sure that at the end of each recap, you ask the question “is that correct?”.  If you did your job right in the first interview, you will only get “yes” answers to each of these questions, which is a huge psychological factor.

They will become committed to making a buying decision at the end of the presentation because of the law of commitment and consistency.

Once you have gone through your recapping of their wants, simply ask them if there were any questions that had come up since the last meeting.  The reason you want to do this here is to kill any possible objections right now.

If you wait until the end of the presentation to address these issues, you will lose many sales because they will be fixated on these issues during your presentation instead of listening to you.

This marks the end of the warmup phase.

The Presentation

Now here comes the part where you start to make some money.  Upon answering your client’s questions and killing any possible objections, you need to transition over to your presentation.  Here is a way to do so:

Was there any other questions?  OK, great.  Now I’ve gone and done my homework by looking at a multitude of different options that will take care of everything that is important to you.  To make this simple, I’ve narrowed it down to the best three.

I’ve also completed the savings analysis of your other insurance products to see how much money we can free up for you out of your current budget.  So what I’d like to do is go over your savings analysis first.  Is that ok?

At this point you can break out the savings analysis form and go over this with your clients and show them how much you will be able to save them monthly.  The reason we do this here is to get in their head the monthly savings before you present the life insurance cost.

Make sure to ask them how they feel about the savings after you have showed it to them.

Here you are going to transition over to the life presentation.  Use some language like this:

Mr. & Mrs. Prospect, as I said before, here are the best three options I could come up with to protect the important things we discussed in our last meeting.

Note:  Now lay out the three options in front of them.  Make the term quote the first, the UL in the middle, and whole life last (in order of the most expensive).

Go over the details and ask them which they think is best for them.  At this point be silent and let the prospect speak first.  This is VERY important.  Whoever speaks first here loses – so don’t slip up!

The prospects will do one of two things here:  1) tell you which one they like (this will happen most often) or 2) ask some questions.  If they ask questions, clarify all of them and ask for any other questions.  Make sure to handle all possible objections by tying it back to their emotional wants.

If they tell you which one they like, ask them if there is anything from preventing them in moving forward with this solution.  Answer any objections and start the application process.

During the application process, explain to them how everything works:

  • The information you will be collecting and why
  • The exam process
  • The underwriting process
  • How a conditional receipt works
  • How long the process should take
  • That the premium could change
  • How you will communicate with them during the process
  • How you will deliver the policy after approval
  • The free look period

After you complete your application, call the exam company and schedule the exam work while you are sitting with the client.  Don’t leave this in their hands!  Many sales are lost here – you must control this piece of the life insurance sales process.

Before you leave, close the meeting by using statements to support the decision that they have made and diffuse buyer’s remorse.  Here are some examples:

Mr. & Mrs. Prospect, how does it feel knowing that your financial wants are going to be taken care of?

You’ve made a really tough decision today and I want you to know if you wake up tomorrow and feel regret, that is normal.  But as you feel that regret I want you to remember {list 2 or 3 of the emotional wants they gave you} that no matter what happens, these are protected.

Make sure to NOT thank them!!!  I’m going to repeat this – DO NOT THANK THEM!  Thanking them makes it about you and your commission.  Only use statements that talk about them and logically support their decision to purchase.

3rd Interview – policy delivery

When it comes time to deliver the policy, I recommend setting up a time to personally deliver the policy to their door step.  If there were no changes made to the policy this process is pretty simple.

Don’t even ask to come inside when you get there.  Hand over the policy and use a couple more statements to support the decision they made as being wise.  Doing so will keep policies in force for much longer.

If you have amendments to the policy, you need to address all of these prior to delivery.  Especially premium changes.  Do this part over the phone.


Following this advanced life insurance sales system will exponentially increase your life insurance sales.  You’ll close more deals and you’ll close higher premium policies.  It may take you a while to perfect this system, just keep working at it!

You can download the supporting documents for this system by clicking here

Now comes the more important piece…

You see, this whole system doesn’t do you any good unless you have butts in your chairs to use it with.

I’ve also developed a system that leverages the internet to create these insurance sales opportunities for any kind of insurance you can imagine.

But before you learn about this system, you have to understand insurance marketing on the internet.  In fact there’s one big thing that will make or break you online.

That’s why I put together this free report that will reveal to you the #1 secret to generating exclusive, qualified and affordable insurance sales leads on the internet.

You can get this free report right now by simply clicking the button below and registering on the next page.

insurance leads

To learn more about Life Insurance Marketing, go here – Life Insurance Marketing
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About Me

I have been a licensed insurance professional and registered representative since 2003. During that time, I've built two successful insurance agencies (one from scratch).

Since I began my insurance career, the way that life insurance marketing and marketing for insurance in general has drastically changed. I saw the writing on the wall in 2008 and began learning how to market online.

In the beginning things were tough, but now I've managed to carve out an incredible living through the power of the internet. I developed this website based off the knowledge I have gained (and continue to gain) as a resource to help insurance agents discover how to generate hot, qualified, and exclusive insurance leads online.

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