15 Sales Tips for Insurance Agents

15 Sales Tips for Insurance Agents

15 Sales Tips for Insurance Agents
By 
Tara Seboldt
Nov 30, 2022
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Whether you’re an experienced agent or just starting your career, making a sale can be challenging. You never know what types of sales techniques will resonate with your clients. 

You might worry that you’re being too pushy—or not following up enough.

There’s no one-size-fits-all approach when it comes to improving your sales. Try a few of these sales tips for insurance agents.

1. Listen to Your Customers’ Needs

It’s important to listen to your clients. That doesn’t mean waiting for them to finish talking, so you can make a sales pitch. Your customers will be happier if you listen to what they need out of an insurance policy.


For example, an accounting firm tells you they’ve been getting a lot more phishing scams in their emails. You know cybersecurity is their top priority. This immediate need makes it easy to suggest cyber insurance as a solution to their problems.

2. Ask for Referrals

Providing great service and products creates satisfied customers. When your clients are happy with your services, they’re more likely to recommend you to others. However, you don’t have to wait for them to tell someone about your insurance business. You can ask clients directly for referrals.


what is referral marketing definition

You might be surprised by how many of your existing clients know someone with similar insurance needs. Creating a strategy to ask for referrals helps you connect with these prospects faster.

3. Quickly Get Quotes for Your Clients

Getting quotes to your prospects quickly can help you close a sale. The longer a client has to wait for a quote, the more likely they will search elsewhere for coverage. Offering fast quotes for your clients could help complete a sale. Quickly providing a quote keeps the sales process moving.


Pathpoint lets you get instant E&S quotes from multiple carriers. Fill out a simple application, and you’ll get a quote in as little as four minutes.

Pathpoint user registration page

4. Communicating Early and Often With Clients

The faster you respond to a lead, the better chance you have of securing their business. If you wait too long, your prospect may find insurance through another agent.


Set a few guidelines on when you will follow up with clients. For example, you can follow up no later than 24 hours if a prospect emails you. For phone calls, you may aim to follow up within 2 hours.

5. Be Prepared for Sales Objections

Sales objections are part of the business. It might be that a prospect doesn’t think they need a certain type of insurance. Or, they think their current coverage is enough. Make a list of your common sales objections and prepare a response for each one.


If you know a prospect’s objections, you can address their concerns in your pitch. By mentioning common fears, you can also offer solutions. This strategy can help remove a prospect's doubts before they even bring them up.

6. Keep Conversations Simple

The average person doesn’t know a whole lot about insurance. They know even less about specialty insurance such as E&S lines. Clients may shy away if you approach them using only insurance industry jargon.


Use simple language when talking with potential clients to make them feel more comfortable. Try using examples of how your products work in real-world situations. General liability coverage may sound intimidating to a client. Giving an example of the coverage in action, however, is much easier for them to understand.

7. Automate Recurring Processes

Think of all of the regular tasks you have to do around your office. For example, you may process paper invoices or manually fill in applications for each carrier and line. Getting rid of these manual processes could give you a lot more time to make sales.


That’s where insurance automation comes in. Automating recurring tasks can make your office more productive. That means less time filling out papers and more time reaching out to new leads. Several software tools exist to automate your business, such as Origami Risk for risk management or Applied for agency management.

Applied homepage

8. Consider New Markets

It’s easy to get into a groove as an insurance agent. You may find yourself working with only one specific type of client. For example, you sold insurance to a residential landscaper in his mid-forties. He referred several other landscapers with similar business owners, but now the referrals have dried up.


It could be time to start looking at different markets. This doesn’t mean you have to abandon your niche. You can simply expand your business. For example, try reaching out to carpenters or plumbers.

9. Research Your Prospects

There are plenty of salespeople who contact a business, make a generic pitch, and move on. Your clients are constantly getting approached by insurance agents looking to sell products and services. You set yourself — and your insurance products — apart from the competition by doing your research ahead of time.


You aren’t just selling policies. You should aim to be a reliable resource and trusted insurance advisor to your clients. That means getting to know them and what their business needs before you pitch your products.

10. Practice Your Cold Calling

No matter how long you’ve been an insurance agent, cold calling might still make you nervous. The good news is you can get better by practicing your cold calling skills.


Start by creating a sales script to open the conversation. Then, include a section that can be customized to each client based on your research. Practice your opening pitch in a real conversation by role-playing a call with family, friends, and colleagues.

11. Ask for Testimonials

Even if your clients don’t have a referral for you, they can still help you market your business. Ask satisfied customers for testimonials and reviews. Asking for feedback helps build your relationship with your clients while also helping you close future sales.


Be sure to make leaving a review or testimonial easy for your clients. For example, you could create a customer satisfaction survey to give to each of your clients. They then can rate your customer service skills using a numbered scale. Add a section asking them for a short explanation of why they selected a specific rating.

12. Lead with Value, Not Price

Many customers are happy to pay higher prices if they believe a service has higher value. By selling the value of your services, rather than the price, you make it more difficult for a prospect to turn down your offer.

For example, you have a prospect who runs a law office. To sell cyber insurance, you focus on the financial protection the insurance offers, rather than the cost.

13. Stay Active on Social Media

Social media rarely returns direct sales for professionals like insurance agents. However, it’s an important tool in any marketing and sales strategy. Keeping an active social media presence helps build trust with customers—which can lead to long-term relationships.

For instance, you can schedule relevant posts throughout the week. You also respond to comments or questions from potential clients. This engagement shows customers that your business is active and available when they need help.

pathpoint tweet

14. Be Transparent to Gain Trust

Having your customers’ trust is important. Your customers rely on you to be their advisor on topics many business owners don’t fully understand. Transparency helps build trust, which you can use to help land sales.

For example, a prospect asks if they need $1 million of liability coverage or $2 million. They’re even willing to spend more for additional coverage. However, you know they don’t really need the highest level of coverage. You explain the coverage differences and encourage them to go with the lower amount. They’ll be more likely to sign up for a policy—and recommend you to others.

15. Get Support from Mentors

Even the best insurance agents acknowledge the importance of continued learning. They rely on the knowledge and experience of other agents to help make them the best they can be.

siaa homepage

Finding a mentor or group of mentors is one of the best ways to improve your sales skills. Look for agents or other industry professionals with experience in the areas you want to improve. 

You may also want to consult outside digital marketing experts to help with your sales funnel. Talk to landing page consultants to improve your website signups. Or chat with an email marketing expert to help build your nurturing campaigns.

Focus on Sales Tips for Insurance Agents

Ready to level up your insurance sales? Get started today by implementing these tips for your business.

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