Insurance Sales Training:

Proven Cold Calling Tips to Close More Deals

Selling life insurance and annuities isn’t for the faint of heart—especially when your leads include referrals, existing clients, and “orphan” policyholders. But with the right strategy, you can turn cold calls into warm leads and boost your close rate.

In this guide, we’ll cover actionable tips to help you make the most out of every insurance sales call.

1. Working With Existing Clients and Policyholders

Existing clients are often a goldmine for upsells, cross-sells, and referrals—but only if you approach them correctly.

How to Open the Call

Avoid the generic “Just checking in” approach. Instead, lead with a value-driven opening:

“I noticed you’ve had your [policy/product] for X years now. I’d like to ask a few quick questions to ensure you’re fully covered for your long-term financial goals—would that be okay?”

This approach positions you as someone who is looking out for their best interests, not just trying to sell them something new.

Why It Works

• It immediately establishes relevance.
• You demonstrate you know their history, which builds trust.
• You transition into a conversation about their needs, not your agenda.

2. Turning Referrals Into Opportunities

Referrals come with a built-in level of trust, but you can lose that advantage quickly if your opening feels forced or sales-y.

The Perfect Opening Line for Referrals

“I was referred to you by [Name], and they thought it might be worth us having a brief conversation. If I caught you at a good time, I’d like to ask a couple of questions to see how I can help—would that be OK?”

By mentioning the referring party right away, you build instant credibility. This approach shows the prospect that someone they trust sees value in speaking with you.

Key Tip: Don’t Pitch Too Soon

Instead of jumping straight into product details, focus on problem-recognition questions like:

• “When was the last time you reviewed your coverage to ensure it aligns with your future goals?”
• “Have you experienced any major life changes recently that could impact your financial planning?”

3. Re-engaging Orphan or Unassigned Policyholders

Orphan policyholders often feel neglected by the company, which makes them prime candidates for re-engagement. But the key is to acknowledge their situation while offering value.

Best Opening Line for Orphan Clients

“I’m reaching out because I’ve been assigned to review existing policies like yours to ensure nothing important has been overlooked. If I caught you at a good time, I’d like to ask a few quick questions to see how we can optimize your coverage—would that be OK?”

This approach positions you as a helpful resource rather than another salesperson. You’re not just checking a box—you’re offering to fix potential gaps in their coverage.

Why This Approach Works

• Orphan clients typically have unmet needs.
• By offering a review instead of a sales pitch, you lower their defenses.
• It’s easier to move the conversation toward solutions once they identify a potential gap.

4. Mastering the Problem Recognition Step

One of the biggest mistakes insurance sales reps make is jumping into a product pitch before uncovering the prospect’s pain points. This often leads to objections like:

• “I’m good for now.”
• “We already have coverage.”

To avoid this, you need to ask questions that reveal gaps in their current coverage or future plans.

Sample Problem-Recognition Questions:

• “What do you see as the biggest risk to your long-term financial security?”
• “When was the last time you had your policy reviewed to ensure you’re getting maximum value?”
• “What changes in your life have occurred recently that could affect your current coverage?”

By helping the prospect recognize a problem, you position yourself as the natural solution—without needing a hard sell.

5. Handling Objections with Confidence

Even with the best approach, you’ll encounter objections. The key is to handle them calmly and confidently.

Common Objections and Responses:

• “I’m not interested.”
  

  “I completely understand. Most people I speak with felt the same way at first—until they realized there were areas where they could save money or gain better coverage. Would it be worth taking a few minutes to see if that could be the case for you?”

• “I already have coverage.”
  

  “That’s great to hear! A lot of my clients had coverage when we first spoke, but they discovered areas where they were either underinsured or overpaying. Would you be open to a quick review to double-check?”

Final Thoughts: Building Trust and Consistent Results

Success in insurance sales comes down to having the right conversations—not just more conversations. By tailoring your approach to the type of lead, asking the right questions, and focusing on problem recognition, you can convert cold calls into meaningful client relationships.

If you’re ready to take your sales to the next level, explore structured sales training programs that dive deeper into effective phone sales techniques. The right training can help you set more appointments, close more deals, and build long-term client relationships with ease.

Interested in learning more about how to improve your insurance sales?

Get a free lesson today and see how effective phone sales techniques can transform your results.

PS…After trying our free sales training course to help you set more appointments, Kaplan Financial has some free resources you may be interested in.