The Secret to Overcoming Sales Objections for Insurance Agents

Written by PJ

October 14, 2020

As an insurance agent, hearing the word “No” can be a tough pill to swallow. After you have walked your client through your entire presentation, you naturally feel confident that you wowed them with the information. After all, you are the insurance expert, and your client recognizes that. You have worked hard to get to the point of asking for the sale. However, it’s important to remember that closing a sale is not always an easy process. Regardless of how skilled or prepared you are, a client may still bring up an objection. All too often, an objection is interpreted as a sign of a failed sale. As an insurance agent, it’s your job to understand your prospect and handle their objections accordingly. 

A sales objection is an expression by a prospect that identifies an issue that needs to be addressed before they are comfortable completing the sale. Objections aren’t always a hard “no” or a clearly identified problem. When a prospect indicates they are not ready to buy, take this opportunity to build stronger relationships, understand your prospect better, and ultimately close the sale. 

Avoiding Objections  

When closing sales, insurance agents commonly hear the same objections. Insurance agents can avoid any objections by taking the lead role and explaining every part of the process. Often, when a prospect brings up an objection, it’s because they feel they don’t have enough information. If you pick out what prospects will be to the most concerned about and address it, you’re saving yourself from having to deal with objections. Bringing up the objection, being open about it, and providing a solid rebuttal, shows the client that you understand why they’d be skeptical, and you’re overcoming that fear and building trust. Unfortunately, you can’t avoid objections every time. Let’s take a look at four steps insurance agents should use to overcome sales objections and close the sale.   


When a prospect brings up an objection, it’s easy to feel defensive and quickly respond; it’s best to resist the temptation to avoid making assumptions about their objection. Make sure you take the time to listen to the objection completely. While listening, make sure you keep your body language open and receptive and avoid any negative emotions. Remember, this is another opportunity to move closer to closing the sale. It’s necessary to stay focused on your prospect’s issue and providing the solution.  


Most of the time, your prospect will not clearly identify their problem when bringing up an objection. Some prospects aren’t honest about their objections, and some struggle to articulate what it is. It’s your job to get to the core of the objection and fully understand it. To ensure you gain a complete understanding, you should repeat the objection back to the buyer and ask a few questions to confirm. You’ll want to ask open-ended questions like “why?” and “What else?” to ensure you uncover all objections.  


Now that you have gotten to the core of all your prospect’s objections, it’s time to address them. You’ll want to address your prospect’s biggest concern first. In doing this, other issues you’ve identified may no longer be a barrier for your client. It’s a good idea to keep your responses clear and concise. Long roundabout responses can seem insincere and build distrust.  


Once you’ve responded to your prospects buying objections, ask them if all their concerns are satisfied. If they are happy with your response, you may be ready to close the sale. If not, you’ll need to take a moment to explain your solution further. It’s important to remember that you can’t overcome all objections with a quick response. It may require a process. If your prospect still isn’t ready to commit, don’t force them.  

When an objection means no 

As an insurance agent, you must be persistent. However, at a certain point, you need to realize that no means no. Make sure you have a clearly understood and identified their core issue. If you have given your best response to overcome, and the prospect still objects, let it go. You can’t force a prospect to purchase against their will. Just because it’s a “no” now doesn’t mean this prospect won’t become a client later or send you referrals.  

Remember to be thorough with your sales pitch and address any common concerns your prospects may have. It’s vital to remain calm, listen, and fully understand before responding to an objection. Most importantly, when you face sales objections don’t forget this is an opportunity to strengthen trust, clarify and close the sale. 

For more information and training, contact the professionals at Agent Pipeline. Our team is knowledgeable and experienced in helping insurance agents and agencies grow their business. We focus on training our agents to be empowered, independent, and successful.

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