Successful Call Scripts for Selling Insurance

Fran Majidi
January 13, 2021
Scripts for Selling Insurance

Winging it is not an option when it comes to a call script. First impressions are everything and the competition is hungry, if not ravenous. You want to be polished and prepared, especially if you’re a talker. Too much fluff and not enough substance is a turn off to potential insurance shoppers.

At SmartFinancial, we provide you with the opportunity to connect with active insurance shoppers. But it’s your job to take the reins during the call and bring the conversation to a successful sale.

SmartFinancial Account Managers will give you tips and assistance on how to succeed over the phone, but for now here’s our roundup of the most important points to keep in mind when creating an insurance call script.

What’s the Difference Between a Cold Call and a Lead?

The difference between cold-calling and using leads is that insurance leads are warm, meaning there is already a foundation there, an existing relationship between the customer and SmartFinancial. You are not starting from scratch. The consumer has already taken steps towards getting a quote. They have spent time and energy filling out SmartFinancial’s questions, which will then determine an estimate. Because of the time and energy they’ve invested, your chances of making a sale are higher than if you made a cold call. But there’s more you need to do to secure the sale. You have to be prepared to do all the following. Practicing a script is highly advised.

Create a Jumping Off Point

With a cold call you are starting a conversation with nothing which makes opening up dialogue more challenging. The biggest difference between a cold call and a warm call is that you have a jumping off point. For instance, when you have a lead or live call from SmartFinancial, say something like, “You filled out a form for a quote. I’m here to help you with that.”

Mention the customer's name.and the type of car they own to make them feel important and seen. Remind the customer of the fact that they’ve initiated the quoting process so they don’t get annoyed that you’re calling. Notice that instead of this call becoming an initial contact, it’s more of a follow-up now, and something that the consumer wants and expects without a doubt. This will keep the customer on the phone.

Notice that in the above example, the jumping off point is also a great way to get to why you’re calling in the first place: to deliver the quote. However, even though you want to cut to the chase so as to not frustrate the consumer, you aim to keep them on the phone and learn as much as you can about them (more on this later).

Find Out Why They Are Shopping

After the pleasantries, cut to the chase. Why are they looking to switch insurance companies? Nine times out of 10, the issue is price. Sometimes, it’s customer service. You must be ready at this point with a script about your pricing and about your customer service.

If you have testimonials from happy customers, you can send them all along with a quote, which you should always email to consumers in addition to quoting over the phone. No one feels comfortable with an ephemeral amount floating in the air. Put it down in an email. Some agents get creative and create personalized video quotes which they send along. It’s up to you how you want to do it, just know that the person on the other line wants a quote ASAP!

Keep all the information the customer shares at this point in your back pocket. If you’re a captive agent, make them feel like they’re family, not just a number. Focus on value and customer service. If you’re an independent agent, focus on price with a churn-and-burn mentality because these types of customers are liable to jump ship again, which is why independent agents tend to have to sell higher volumes of policies.

Ask More Questions, Let Them Know the Quote Is Coming

All you have to say is, “Just a few questions before we get started on a quote.” It’s enough of a warning but promises what they are after, a quote. If it’s a live call, they may have confirmed their answers already with a SmartFinancial Call Concierge so breeze through these quickly. At this point, you’ll want to get the customer in “yes-mode” by going over the answers and asking for a “yes or no.” The consumer will be inclined to say yes when you ask if they are ready to purchase a policy.

Educate Customer on How Insurance Works

Most don’t understand insurance concepts, and if you don’t explain, they will not feel comfortable buying enough coverage. They don’t understand minimum thresholds or that liability will not pay for their repairs if they are at fault. They don’t even know how much accidents cost, especially with all the new cars on the road.

Raise their minimums, which may only make a $20 difference a month but can make or break their financial situation if they are in an accident. Cross sell an umbrella policy if they are high-net worth individuals. Explain that if they shop elsewhere for the superior coverage you’re offering, they may end up paying more.

Keep Them Talking

Aim to spend 20 to 30 minutes on the phone, which includes the time you take to educate the customer. Talk about their families, their jobs, their goals in the next year and in the next ten years or longer. Aim to sell life insurance, to build a college fund and bundle as many policies as possible. Set out to protect everything the consumer has to lose.

Don’t keep chattering though. The most important part of this talk-time is trying to get the prospect to open up. In fact, first one to speak loses! So, listen and take notes about every type of insurance that is relevant to your new customer’s unique situation.