How to Convince Customers to Buy Insurance

Do you have trouble convincing your prospects to buy insurance? It’s not uncommon. Many people see insurance as an unnecessary expense or hassle they don’t want to deal with.

As an insurance agent, it’s your responsibility to educate and persuade potential customers about the importance of having insurance. This guide will discuss some practical strategies to convince prospects to buy insurance.

Insurance-related benefits to point out to prospects

Before we look into building a persuasion strategy, being insured comes with several benefits that seem too obvious to mention. 

But it’s great to remember those benefits, especially when you start listening to your prospects during a sales call.

Insurance is a non-tangible product, your prospects can’t touch it or hold it in their hands. That means that you will need to remind them of the emotional benefits of buying it from you.

  • Financial Stability: Insurance is a product that in the best-case scenario, your clients won’t ever have to rely on. But it gives them financial stability during the worst-case scenario.
  • Peace of Mind: In a time of trouble, your clients can have the certainty that things will work out.
  • Asset Protection: Your prospect’s assets are their hard-earned victories. Insurance helps protect those victories, safeguarding their assets from damage or loss.
  • Risk Management: With insurance, your prospects can manage the risks in their lives, ensuring they are not left high and dry.
  • Legal Requirements: Sometimes, the law requires it. For instance, car insurance is mandatory in many places. They are not just protecting themselves. They are also abiding by the rules.
  • Support in Illness and Injury: Health insurance provides financial support in case of medical emergencies, reducing the burden of healthcare costs.
  • Legacy Planning: Life insurance can ensure that your prospect’s loved ones are financially secure even after they are gone.

Top Persuasion Tips for Insurance Agents

Now that you understand the benefits of insurance let’s discuss how to persuade customers to buy it. Here are some top tips for insurance agents:

Tip 1: Understanding Customer Needs

The first step towards convincing your customers to buy insurance is identifying their potential risks. Individuals have different needs and face unique risks based on their lifestyle, assets, and health status.

As an insurance agent, your role involves determining and highlighting these risks to the customer.

When someone with a high-risk job might need a comprehensive health insurance plan, while a homeowner in a flood-prone area would benefit from home insurance that covers flood damage.

Your job is to tailor insurance solutions to these situations through face-to-face interactions, cold calling, or screen sharing. Show your customers how having the right insurance policy can protect them from the financial impact of these risks.

Tip 2: Building Trust

Establishing credibility is a paramount task for you as an insurance agent. Your clients need to trust you and the information you provide. Build your reputation by being consistently reliable, knowledgeable, and professional.

It helps to demonstrate a solid understanding of the products you’re selling and the insurance industry.

Providing transparent and clear information about insurance plans is another crucial step. You should outline different policies, including the benefits, limitations, terms and conditions, and costs.

Make sure all your explanations are easy to understand. Avoid industry jargon and make things simple. Your clients will appreciate your honesty and clarity, which, in turn, builds their confidence in you and the products you represent.

Tip 3: Effective Communication

Effective communication is vital in persuading customers to buy insurance. Using persuasive and straightforward language can make a significant difference. Remember, insurance is not just a product; it’s a promise of protection.

Instead of just stating the facts, tell a story that resonates with the customer’s experiences and concerns. Highlight the benefits and coverage options of your policies in real-world scenarios. 

For instance, you might say, “Imagine you’re planning your dream vacation. You’ve invested considerable time and money into this trip. But what if something unexpected happens and you need to cancel? With our travel insurance, you won’t have to bear the financial burden of cancellation.”

You’re not just selling insurance but offering peace of mind and financial security. 

Tip 4: Addressing Concerns

The fourth tip is about addressing your customer’s concerns. It’s natural for customers to have doubts or reservations about purchasing insurance. You need to anticipate common objections and be prepared to address them head-on.

For example: If a customer is concerned about car insurance costs, you can tell him it is important to consider that accidents or repairs are much more expensive. Show them that paying a little now can save a lot in the future.

Better yet, put the cost into context. Instead of talking about the yearly cost, point out how much it costs per month, week or even day. Then compare it to something else that prospect is likely to pay without thinking about - gym membership, coffee at Starbucks and so on.

If your client is questioning the necessity of insurance, provide scenarios where insurance serves as a crucial safety net, such as unexpected health emergencies, accidents, or property damage.

Offering clear and concise responses to their doubts shows your expertise and builds trust.

Tip 5: Personalized Approach

Another tip is to adopt a personalized approach in your dealings with customers. Show empathy and understand that each client has unique needs and expectations.

Instead of offering a generic insurance plan, customize the policies to suit individual needs and circumstances.

This shows your commitment to providing the best service and makes customers feel valued and understood.

Your dedication to understanding and addressing their unique risks and requirements is a powerful persuasion tool that can improve customer satisfaction and increase their likelihood of investing in the insurance policies you recommend.

Tip 6: Demonstrate Value

Instead of focusing solely on the immediate costs, highlight how insurance can provide financial security and peace of mind for years to come. Discussing successful insurance outcomes can also work.

Share stories about clients who recovered financially after a disaster, thanks to their insurance. Instead of dealing with the stress of financial loss, they were able to focus on rebuilding and recovery.

Tip 7: Offering Incentives

Offering incentives can be an effective strategy to persuade customers to invest or buy insurance. Highlight the potential discounts or additional perks that clients could benefit from if they sign up immediately. 

Explain how signing up for a policy now might come with a discounted rate or how bundling multiple insurance policies could lead to substantial savings.

You can also inject a sense of urgency into your pitch. Mention limited-time offers or rate changes shortly to prompt customers to act fast.

It’s not about pressuring the customer but showing them the value and benefits they can gain by making a timely decision.

Tip 8: Follow-up and Support

Follow up and provide ongoing support. Ensuring ongoing customer satisfaction and offering assistance are crucial aspects of an insurance agent’s role.

It provides a comprehensive, continued service beyond the initial sale. Your role includes managing any policy adjustments needed and assisting your clients with their claims process.

Doing so assures them that you’re there to support them, not just at the point of sale but whenever they need your expertise.

By following up and supporting your client’s needs, you are not only seeing recurring commissions from their business but you are also looking at referrals from happy clients. 

Questions to Ask Customers When Selling Insurance

There are several questions that you will have to cover during the conversation with your prospects. Some of them might come up naturally but make sure to tick all the boxes.

  • What is your current life situation? Understanding your customer’s situation will help tailor insurance policies to their needs.
  • Do you have any existing insurance policies? This will give you an insight into their current coverage and possible areas of improvement.
  • What are your financial goals and priorities? It’s essential to identify what the customer is trying to achieve financially.
  • Are there any significant changes you expect soon? This could include planning to start a family, buying a new home, or even retiring.
  • Do you have any health conditions that we should be aware of? For life and health insurance, this is a crucial point.
  • What is your risk tolerance? This will help determine the customer’s comfort level with various policy options.
  • How do you prefer to manage your policies? Some customers may prefer digital access, while others prefer traditional methods. Understanding their preference can improve customer service.

The Difference Between Selling Health Insurance and Life Insurance?

In health insurance sales, your interactions with clients are often centered around their immediate healthcare needs and budget constraints. A part of your job involves educating clients about different policy options, coverage details, and how these align with various medical needs.

Your role is heavily focused on problem-solving and empathy, as you work with clients who have urgent healthcare needs or are trying to understand their coverage.

Staying updated with healthcare laws and regulations, such as the Affordable Care Act is also a crucial aspect of your job.

Life insurance sales, on the other hand, often involve conversations about clients’ long-term financial goals, family needs, and future planning.

These discussions are tied to sensitive topics like death and the well-being of family members after one’s passing, requiring you to be empathetic and tactful.

When it comes to commission structure, health insurance typically offers lower commissions per policy compared to life insurance, due to lower premium costs. Health insurance policies are renewed annually, which can provide a steady income stream from renewal commissions. Successful health insurance agents often focus on volume sales to build up their income, given the lower per-policy commission.

Life insurance, meanwhile, typically offers higher initial commissions, especially for whole-life or universal life policies, due to their higher premium costs. The focus in life insurance is often on fewer, larger sales, as opposed to the volume approach in health insurance.

About the author

Paul Aroloye owns the #1 AI Review Blog and helps websites rank on Google. You can reach out to him here.