How to Overcome Life Insurance Objections


To be good at selling insurance requires that you have the ability to overcome customer objections. Sometimes you have to probe and ask open-ended questions to find the real reason for a customer's objection. When you find the true reason for an objection, you can then address that issue and hopefully make the sale. Establish rapport with the customer and get them to like and trust you, which is the first step to overcoming objections.

  • Find out the true objection. If the objection is money or the customer states that he cannot afford life insurance, you can emphasize the fact that his family will suffer and there will really be a shortage of income if something were to happen to him. Ask him: Don't you think it's a good idea to provide protection for your family, right now, while you are able? Ask a question or a series of questions that force the customer to say yes. When you have the customer answering yes consistently you are moving in the direction of overcoming the objection and closing the sale.

  • Use more than one way to overcome an objection. If the customer says she can't afford insurance, you can say, well, your premium is $50 per month and that's only $1.66 per day. Let her know that for less than the cost of a cup of coffee she can provide adequate coverage and protection for her family. Using numbers and terms the customer can relate to can sometimes help overcome an objection.

  • Use the feel, felt, found technique. When a customer presents an objection, you can say, I know how you feel, because many customers have felt that way as well, but after taking out insurance they found that they were able to complement their financial planning with the addition of insurance. It also helped them alleviate their fears and concerns about the future. Show the customer that others had the same fear or concern and demonstrate how insurance was able to help them.

  • Address the objection and get to the root of the problem. If a customer gives you an objection such as "I want to think it over", you can say, in my experience whenever a customer wants to think it over that means that I probably have not answered all of your issues or concerns. What else can I answer for you right now? Do you have any other questions or concerns?

  • Ask open-ended questions. Open-ended questions are the type that cannot be answered with one word, or a "yes" or a "no." You could ask, "Can you give me a little detail about your financial picture as it stands today? These types of questions get the customer talking and they will reveal a lot of information about themselves. Sometimes you can home in on a fact or detail and use that as leverage when you are trying to overcome objections.

Tips & Warnings

  • Make sure you are knowledgeable and professional. You must have the ability to relate to the customer. Good sales people are people persons with good attitudes and personality. Always have the customer's best interest at heart. Most insurance sales are made after the customer has objected five or six times. This is not in one sitting but from five or six visits. You must be persistent and follow up with the customer. If a customer says no today, he may say yes two months from now because his situation may change.

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