The 1 Simple Question That Is Key to Selling Insurance

How many times has a salesperson tried selling you something they think you need? 

To me, it seems like it’s happening more and more across industries. On the car lot. At the smartphone store. And TV/internet packages? Don’t get me started!

And what’s your reaction when you are pushed into purchasing stuff you didn’t ask for in the first place?

For most people, it’s a turn off. It makes people want to take their business elsewhere even if the prices will be higher or the selection narrower. It’s the principle of the matter, right?

One of the most common blunders of inexperienced and ineffective sales agents is assuming they know what’s best for a prospect. Even worse is telling prospects what is best for them.

Don’t try to sell prospects something that you think will make their life easier. Sell them something they think will make their lives easier. 

To know what that something this, you just have to ask yourself this question — the one simple question that is key to your business, and crucial to selling insurance:

What do your clients NOT have that they need to make their lives better? 

Look, sales isn’t a complicated process, even if you are selling a complicated product such as life insurance.

The information you need to close a sale is right in front of you, in the head of a prospect. And it doesn’t take a crowbar to pry it from them.

All it takes are simple, direct questions.

  • “What is one thing that would make your life easier?”
  • “What are your biggest concerns?”
  • “What is your ideal price range?”
  • “What questions do you have for me?”

That’s it.

It works because it’s often the last thing a prospect expects from you. They are expecting a sales pitch. Instead, it is the polar opposite of every bad sales experience they (and you) have had with other salespeople.

You could even take it a step further by explicitly stating your intentions. That you – unlike every salesman out there – want to know what they need so you can match them with the right product.

By doing so, you are planting in their heads that they are setting the terms for this meeting, that they are in control, that their concerns are different than other prospects and clients. After a few questions asked and concerns shared, their guard is down significantly more than when they first walked in.

That’s just one reason this is so effective. The other is that it gives you key details you can weave into your solution.

Once you figure this out, it is relatively easy to offer the right insurance policy, college funding service, cash flow solution, or financial product your clients need to make their life easier.

You’ll have a solid, steady business if you can do this one thing correctly. Find out what they perceive is the problem – and offer a problem that provides them with a solution for it.

Be valuable.

John McCarthy
Managing Editor,


Related Articles:

Amazing and Easy Three-Step Selling System

How to Instantly Win a Prospect’s Trust



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Brian J. Kay, Executive Director, Leads4Insurance
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