The Complete Guide to Prospecting in Insurance

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Prospecting in insurance is the lifeblood for insurance agents looking to grow. Having a steady flow of qualified leads is essential for growing your book of business. But in today’s digital age, nearly 60% of insurance agents say prospecting takes up less than 5 hours of their week. Without dedicating time to lead generation strategies and insurance prospecting techniques, your insurance business will plateau.

This insurance prospecting guide provides prospecting tips to master prospecting through referrals, warm outreach, email marketing, and other tactics to get in front of targeted potential customers. You’ll learn how to craft compelling messaging to overcome objections, build trusted advisor relationships, and close more prospects into policyholders. With proven approaches for maximizing sales letters, referral programs, and follow-up systems, you can fill your pipeline and exceed sales goals in today’s competitive insurance world.


  • As an insurance agent, intimately understand the various policies you offer – life insurance, home insurance, commercial insurance, specialty lines. Know details like coverage tiers, exclusions, riders, competitive premium rates, and how to quickly provide quotes. This enables confidently presenting and tailoring recommendations during prospecting discussions.
  • Use online platforms like LinkedIn to establish yourself as an insurance authority. Share valuable insights and tips related to topics prospects care about – life stages, risk mitigation, types of policies. Attract more leads by demonstrating expertise.
  • Regularly review your book of business for opportunities to cross-sell or upsell additional policies as client needs evolve – e.g. term life to whole life conversion at a milestone age. Persistently follow up on these warm leads.
  • Develop a streamlined referral program to incentivize satisfied policyholders to proactively refer prospects from their networks. This can become a significant source of warm, high-quality insurance leads.
  • Diversify your prospecting approach by layering prospecting techniques like email nurturing campaigns, direct mail touchpoints, phone calls, organic social media, digital ads. Personalize messaging and track performance.
  • Craft cold calling scripts tailored to the insurance sales process. Quickly build rapport, actively listen, ask good discovery questions, and end your prospecting calls with clear next steps. Continuously refine your approach over time.
  • Leverage your CRM to follow up across multiple channels consistently but not excessively. Focus on adding value with each tailored touchpoint before circling back to the prospect’s needs. Persistence pays off.
  • Take a relationship-based approach. Seek to understand the full context beyond just the prospect’s insurance needs. Provide ongoing valuable insights related to their situation. Organically build trust over time.
  • Proactively prepare responses to frequent insurance objections like high cost or lack of need. Acknowledge, answer with helpful information, and reframe positively. Turn objections into meaningful conversations.
  • Evaluate integrated sales technology tools that seamlessly fit into existing insurance workflows. Use data strategically to identify successful activities and refine over time. Technology should help insurance agents work smarter.

What is insurance prospecting?

Insurance prospecting is the process by which insurance agents seek potential customers to generate leads for their insurance business. It’s a crucial part of growing an insurance business and involves prospecting techniques like social media, direct mail and cold calling, to target new clients and build relationships.

Top 7 Insurance Prospecting Techniques and Prospecting Tips

As an insurance agent, what’s the secret to keeping your pipeline full of qualified prospects? Ask any top producer and they’ll tell you – mastering the art and science of prospecting.

Strategy Pros Cons Prospecting Tips
Social Media Prospecting - Inbound interest from organic reach
- Ability to target ideal demographics
- Cost-effective
- Unpredictable results
- Significant time investment
- Less direct than outbound
Leverage social media platforms like Facebook, LinkedIn, and Twitter to connect with potential clients in the digital age. Share valuable insights, host webinars, and engage in industry discussions to position yourself as a trusted advisor. Use targeted advertising to reach a broader target audience and drive traffic to your insurance agency website.
Referral Programs - High conversion rates from warm leads
- Low-cost source of new leads
- Increased sales productivity
- Requires ongoing nurturing of client relationships
- Referral recipients must align with ideal customer profile
Encourage existing clients to refer people through structured referral programs with incentives. Maintain regular communication with referrers to express gratitude and build relationships. Personalize your approach and offer referral bonuses to both the referrer and referee for a mutually beneficial arrangement.
Cold Calling - Directly connects with potential prospects
- Agent controls messaging
- Can segment and target carefully
- Time-intensive
- Repeated rejection likely
- Low success rate if unplanned
For cold calling success, research your prospects beforehand to ensure you're a good fit. Develop a compelling sales pitch highlighting the value of your insurance products and overcome typical objections with confidence. Aim to schedule follow-up calls or meetings for nurturing the relationship further.
Search Engine Optimization - Inbound insurance leads from organic searches
- Boosts credibility and authority
- Gain insights from Search Engine Optimization analytics
- Slow and gradual results
-Constant effort to stay optimized
-Limited control over rankings
Optimize your insurance agency website content to rank high on search engines. Use relevant keywords, provide valuable content about insurance policies, and ensure a user-friendly experience for potential customers. Regularly update your website and monitor Search Engine Optimization performance to stay competitive in the digital age.
Email Marketing - Automatable and scalable
- Facilitates personalized messaging
- Low cost to implement
- Easy to ignore or filter out
- Delayed timeline for conversions
Create targeted email campaigns to nurture insurance leads and educate existing clients about insurance policies. Segment your email list based on interests and needs. Offer valuable insights, industry updates, and exclusive offers to maintain engagement. Focus on building a strong email list and use automation for efficient communication.
Direct Mail Sales Letters - More likely to cut through digital noise
- Facilitates customization at scale
- Can pique and hold interest
- Seen as outdated by some prospects
- Higher cost than digital channels
- Limited measurement and tracking
Develop personalized, high-impact direct mail campaigns to reach potential customers. Identify a specific target audience and create compelling content. Use personalized touches like handwritten notes and custom branding to stand out in the mailbox. Track responses and follow up promptly for better results.
Cross-Selling Strategies - Leverages existing book of business
- Higher conversion likelihood
- Strengthens client relationships
- Risk of too aggressive sales pitch
- Still requires thoughtful targeting
Identify opportunities to offer complementary insurance products to existing clients, enhancing cross-selling. Conduct regular policy reviews to uncover new needs and educate clients about the benefits of additional coverage. Tailor packages that make sense for their specific situations to ensure a good fit.
Overcoming Objections - Chance to further educate
- Builds credibility and trust
- Opportunity to tailor solutions
- Derail sales process if not handled well
- Requires preparation and composure
Master the art of objection handling by anticipating and addressing common objections related to pricing, coverage, and more. Provide clear and informative responses to build trust as a trusted advisor. Offer flexible solutions to address client concerns and close deals effectively.
Building Client Relationships - Increased retention and loyalty
- Additional referral opportunities
- Fulfilling for insurance agents
- Time intensive
- Difficult to scale
Foster lasting connections through consistent communication. Keep clients informed about insurance policy updates, industry trends, and savings opportunities to ensure real-time engagement. Schedule regular check-ins and offer personalized service. Use automated follow-ups to ensure no client falls through the cracks for better results.
Training and Industry Updates - Sharpens agent skills and knowledge
- Ensures regulatory compliance
- Boosts professional credibility
- Finding time can be difficult
- Information overload danger
- Expense if paid training
Stay ahead by continuously updating your knowledge of the insurance world. Attend industry-specific training, webinars, and conferences to remain up to date with the latest trends and regulatory changes in the insurance industry. Share your expertise with clients, positioning yourself as an authority in the field and a trusted advisor.

Insurance prospecting tip #1:
Understand the insurance products and pricing.

In my 10+ years in sales, I’ve learned how vital it is to intimately understand your product or service when prospecting. This allows you to position your offering confidently and overcome any objections. For insurance agents, that means having deep knowledge of policies like life insurance and home insurance.

When reaching out to new leads, being able to clearly communicate the value of your various insurance products is crucial. Take life insurance – you need to explain benefits like financial security for dependents, income replacement, debt coverage, and more. Knowing the details of your life insurance policies, riders, exclusions, and competitive pricing is hugely advantageous.

The same goes for home insurance when prospecting. Be ready to discuss coverage options for property damage, liability protection, loss of use, and factors that impact premiums. Many prospects will want quotes before committing, so have quick access to pricing. Being able to run a home insurance quote on the spot can really impress potential clients.

Beyond just product details, understand the prospect’s situation to position policies effectively. Ask questions to uncover their unique needs and constraints. This allows you to tailor recommendations, rather than relying on a one-size-fits-all pitch.

For example, when prospecting young families, life insurance to protect kids in case of a parent’s death is likely very appealing. For retirees, guaranteed lifetime income products may be of greater interest. Customizing your messaging for each prospect’s priorities and concerns is key.

Insurance prospecting tip #2:
Use social media for prospecting and lead generation.

I’ve come to embrace social media as an invaluable prospecting channel for insurance agents in the digital age. But simply having profiles on platforms like Facebook or LinkedIn isn’t enough. To generate and nurture promising insurance leads, you need to carefully craft your presence and approach.

The first step is positioning yourself as an authority and trusted advisor. Share valuable insurance industry insights, content, and tips to establish credibility with connections. For example, posts or videos explaining how life insurance provides financial protection for families can demonstrate your expertise.

Spotlight client testimonials and reviews to build social proof. Today’s consumers want social validation of working with the right insurance agent. This content shows you have satisfied policyholders willing to recommend you.

Staying active on social media keeps you top of mind as a knowledgeable insurance professional. Commenting on posts, reacting to updates, and sharing content create more opportunities to organically connect with potential insurance leads and build relationships over time.

While avoiding overly promotional language, subtly weave in mentions of your insurance agency and offerings. For instance, if a connection mentions buying a new home, you could congratulate them and mention upcoming advice on home insurance. This can smoothly transition into a sales conversation.

With the right social media lead generation strategy focused on value, insurance agents can master online prospecting in the digital age. It does demand consistency and thoughtful content, but the ability to generate and nurture potential insurance leads makes it time well spent.

Insurance prospecting tip #3:
Cross-sell insurance policies to existing customers.

Selling additional policies to existing clients can significantly increase insurance leads when done right. But it requires a strategic approach beyond just pitching randomly.

The key is leveraging your current book of business by identifying customers who may benefit from another insurance product. For instance, if you sold a young family life insurance, they may now need homeowners insurance as new homeowners. Or a business owner who purchased commercial P&C policies could now benefit from key person life insurance.

Thoroughly reviewing your client profiles allows you to match their evolving needs and life changes to complementary insurance offerings. Segment your book and create customized campaigns to share policy information with relevant groups.

When reaching out about potential new policies, focus the conversation on how you can expand the trusted advisor relationship. Get reacquainted with changes in their personal or professional lives to guide your recommendations.

Avoid aggressive sales pitches. Instead, propose a policy that solves a problem or fills a gap, explaining benefits and competitive pricing. If budget is a concern, suggest modifying existing policies or bundling options.

Following up consistently and nurturing these warm insurance leads over time is key. Set reminders to check in on cross-selling conversations periodically. Feel free to reach out if a major life event occurs.

With the right expertise on insurance products and tailored outreach, cross-selling existing clients can become a go-to lead generation strategy. It drives growth without requiring cold prospecting. Just maintain a consultative focus, not sales pressure.

Reh Bhanji (Certified Financial Planner, Chartered Life Underwriter)
Reh Bhanji (CFP, CLU)

National Best Practice Leader at Desjardins

Insurance prospecting tip #4:
Generate referrals from existing customers through referral programs.

Getting recommendations from satisfied policyholders provides tremendous credibility with potential clients. But you can’t just hope for referrals – you need a formal system.

The first step is incentivizing your customers to refer people in their networks. Offer rewards but don’t overly complicate it.

Make asking for referrals part of your regular customer interactions. When closing a sale, renewing a policy, or checking in, remind them you rely on word-of-mouth. Have a brief script to smoothly raise the topic.

Provide easy ways to share referrals, like online forms, quick text messages, or email introductions. The less friction in the process, the more referrals you’ll generate. Automating reminders helps too.

When a referral comes in, prioritize following up quickly to strike while interest is hot.

Leverage your happy customers on social media by resharing their testimonials, reviews, and recommendations. This builds your credibility and gets more referrals.

Consistently recognize and show appreciation for referrers, not just new prospects.

By making your referral program turnkey for customers and prospects, insurance agents can drive significant lead growth through shared social connections.

Insurance prospecting tip #5:
Use lead generation strategies to get insurance leads.

Generating quality leads is the lifeblood for insurance agents looking to grow, but it requires more than blind prospecting. In my decade-plus in sales, I’ve learned you need a thoughtful lead generation strategy that blends both digital and traditional prospecting techniques to drive growth in this competitive insurance world.

Start by building robust lead lists pulling from both online and offline sources. Your insurance agency CRM should centralize prospect contact info and notes to enable targeted follow-up. Networking events and seminars also offer face-to-face lead-gathering opportunities. Don’t forget cold calling and mining existing customer referrals.

When reaching out to potential clients, personalization is key – avoid copy-paste templates. Research prospects on social media and reference specifics in your messaging to show homework. Strategically segment your outreach lists based on customer profiles. This tailored approach improves conversion rates substantially.

For insurance prospecting today, effective campaigns layer multiple channels like email drip nurturing, direct mail, Search Engine Optimization, Google and Facebook ads, cold prospecting calls, and text messages. Each channel plays a role in moving insurance leads through the sales funnel. Continuously track results and double down on high-performing strategies.

Remember, lead generation is not a one-and-done activity. It requires persistent nurturing of prospects with valuable insurance content. Set reminders to follow up and keep your agency top of mind. If a lead isn’t ready to purchase now, they may convert down the road.

Insurance prospecting tip #6:
Cold calling prospecting techniques and opening lines for insurance agents.

I know cold calling remains one of the most effective yet underutilized insurance prospecting strategies. But randomly dialing new leads gets poor results. You need a smart approach.

Start with targeted, up-to-date lead lists related to your offerings. Prioritize prospects with high potential to become clients. Use tools like CRMs to track call history and notes.

When cold calling, quickly build rapport and value before pivoting to your insurance solutions. Avoid robotic sales pitches. Ask smart questions about current coverage, pain points, and budgets. Listen actively.

Once you’ve identified needs aligned with your offerings, pivot to a soft sales pitch focused on educating. For example: “As an insurance agent, I often see families under-protected when breadwinners pass away. Based on your situation, I recommend exploring additional life insurance – I’d be happy to go over options that fit your budget.”

To get to the next step, close with a question designed to keep the conversation going. For instance: “Does it make sense to set up 20 minutes next week to review your current coverage and see if any gaps exist?”

With practice, agents can master insurance cold calling. But it takes preparation, personalized pitches, and concise value propositions. Nail these fundamentals, persist through rejection, and your insurance agency can turn more leads into customers.

Here are some opening line examples that many of my friends in the insurance industry found effective for cold prospecting calls:

  • “Hi [prospect name], I’m [your name], a local insurance agent. I’m reaching out because I recently helped a few families in your area save money on their home insurance plans – I wanted to see if I could do the same for you.”
  • “Hi [prospect name], this is [your name] from XYZ Insurance. Our insurance agency specializes in protecting families and small businesses. With open enrollment coming up, I wanted to be sure you’re getting the life insurance coverage you need at a rate that fits your budget.”
  • “Hi [prospect name], I’m [your name], an XYZ Insurance agent in the area. I noticed your policy is up for renewal soon and wanted to discuss options to lock in lower rates on your homeowners or auto insurance. Do you have 5 minutes to talk?”

Insurance prospecting tip #7:
Use email marketing and text messages for prospecting and to follow-up.

The average Open Rate for emails in the insurance industry is 21.56% (MailChimp).
The average Click-Through Rate (CTR) for emails in the insurance industry is 2.13% (MailChimp).
The average Unsubscribe Rate for emails in the insurance industry is 0.29% (MailerLite).
The average Hard Bounce Rate for emails in the insurance industry is 0.67% (MailChimp).
The average Soft Bounce Rate for emails in the insurance industry is 0.71% (MailChimp).

Email and text messages are incredibly effective prospecting and follow-up channels for insurance agents. I’ve used both extensively to drive results. But there are best practices to get the most out of these digital tools.

For email, well-designed drip campaigns focused on educating and nurturing insurance leads over time work beautifully. Send a series of messages with insurance tips and product info tailored to the prospect’s needs. But avoid aggressive sales language – establish value first.

Segment your email lists based on customer profiles. This allows sending targeted content about life insurance, home insurance, etc to relevant subgroups. Make sure the subject lines are clear and compelling.

With text messages, get consent first. Then use them for quick check-ins, value-add updates, or event reminders. Keep text messages concise – texts shouldn’t be sales pitches. Link to landing pages or email for more info.

Across both channels, personalization is key. Include the prospect’s name, location, company, or personal details. This makes outreach more meaningful. Data from CRMs enables personalization at scale.

For insurance agents, email and text messages workflows with pre-defined touchpoints and messaging drive consistency. But have opt-out mechanisms and don’t over-message. Track email open, click rates, and content engagement to optimize.

Reh Bhanji (Certified Financial Planner, Chartered Life Underwriter)
Reh Bhanji (CFP, CLU)

National Best Practice Leader at Desjardins

Insurance Prospecting Myths

The world of insurance prospecting is loaded with more myths than a flat-earther convention. Let’s do some myth busting, shall we?

  • Cold calling is dead. Don’t buy into this nonsense. Cold calling is still one of the most incredibly effective prospecting techniques out there if you do it right. Sure, no one likes endless robo-calls during dinner, but a real live insurance agent connecting one-on-one can work wonders. The key is being warm, relevant and providing value right away – not jabbering off a tired old sales pitch.
  • You need to be a sleazy salesperson. This is perhaps the most outdated myth in the insurance world. Today’s prospects can sniff out a slimy, dishonest salesperson from a mile away. These days, people want someone they can trust. A straight shooter who actually listens instead of constantly blubbering their sales pitches. They want advice, not a hustle!
  • Bought leads are great. Who’s kidding who here? I’ve got a bridge to sell you if you believe this one. Purchased leads are often stale, overworked, or altogether junk. You’re better off spending your hard-earned money on lead generation strategies that allow you to prospect for your own qualified leads. That way you can control the quality and tailor your approach, instead of wrestling with false info and endless gatekeepers.
  • Only extroverts can prospect. Says who? Some of the best insurance agents that excel at prospecting I know are actually kinda quiet introverts. It’s about learning the techniques and working your butt off – not just being a big loud mouth, although… I can’t lie, the loudmouths tend to do pretty well too.
  • Prospecting is only for new agents. Doesn’t matter if you’re fresh out the womb or been around since the stone age, every insurance agent needs a steady stream of new prospects. Let that pipeline dry up and you might as well open a coffee shop.
  • You just need a great sales pitch. In the old days, maybe you could get by with some slick sales pitch. and enough glad-handing. But folks today can smell BS from a mile away. It’s about asking questions and truly solving their problems. Ditch the cheesy memorized pitches.
  • You’re too young/old to prospect. Age has absolutely nothing to do with prospecting success. I’ve seen fresh-faced kids straight out of the gate outwork and outperform seasoned insurance agents twice their age. And I’ve also seen older insurance agents with more grit and hustle than the young pups. It all comes down to your work ethic and prospecting skills, NOT your birthdate.
  • Social media prospecting is a waste of time. The world is changing and if you don’t keep up, you’ll be the next Blockbuster Video. Social platforms like LinkedIn, X/Twitter, Instagram, and Facebook are an incredibly powerful lead generation tool if you actually take the time to learn how to use them correctly.
  • You need to be a tech expert. While having some basic tech skills is helpful these days, you don’t need to be The Wolf of Web Street to be great at prospecting. The core fundamentals – human connection, service, and relationship building – haven’t really changed. Sure, there are more tools and tactics out there, but modern prospecting still comes down to good ol’ fashioned hustle.

How to Prepare for Prospecting in Insurance

Would you walk into an exam without studying? Of course not. Yet many insurance agents prospect potential clients without preparing. Failing to prepare is preparing to fail – this old adage definitely applies to insurance prospecting. You must lay the groundwork in order to execute effective outreach campaigns.

Step 1. Study the target audience and target markets.

Failing to research your target audience and target markets is prospecting suicide. Understanding the demographics, psychographics, needs, and behaviors of your ideal customers must come before any outreach.

Start by clearly defining your target market segments based on factors like age, income, job title, geography, family size, homeowner status, and more. The more precise the profile, the better.

Then seek to deeply understand these buyer personas. What financial challenges and insurance needs do they have? How do they consume information and make buying decisions? This will inform your messaging and channels.

Use surveys, interviews, and online listening to gather insights firsthand from prospects. Learn what motivates them and their pain points around insurance.

Study your existing book of business and look for common patterns among your best customers. Past success is a sign of future opportunity when replicated.

Research prospect demographics and psychographics through tools like MRI, Simmons, and social media analytics. Look for trends and actionable details.

Step 2: Develop an effective sales process.

Having an effective sales process is invaluable for guiding productive prospecting conversations. While each interaction requires personal customization, an outline establishes flow.

I recommend your sales process cover 5 stages:

  1. Introduction – Begin by quickly building rapport. Reference something personal or a referral to establish common ground. Then set the purpose for your call or meeting.
  2. Needs Discovery – Use open-ended questions to uncover the prospect’s current situation, pain points, and insurance needs. Listen more than speak here. Take notes.
  3. Policy Presentation – Summarize what you heard, and tie their needs to your policy offerings. Focus on education first, before pricing and implementation details.
  4. Addressing Concerns – If objections come up, acknowledge them and offer solutions. Having common insurance objections and rebuttals prepared ensures you can hit them head-on.
  5. Closing the Sale – Once you’ve addressed all concerns, confirm the next steps to move forward with a policy. Could involve follow-up meetings, applications, appointments, etc.

While the high-level stages remain consistent, I customize details for each prospect interaction. Never sound robotic reciting a rigid sales script. Use it as a guidepost to ensure effective flow and hit all steps.

Step 3. Prepare to overcome objections.

Preparing to address common prospect objections is crucial for insurance agents looking to close more leads. Without having rebuttals ready, pushback can easily derail a sale.

Start by documenting the most typical objections you face – price, no perceived need, lack of urgency, switching hassle, etc. Categorize them by theme to identify core concerns.

Then script concise responses to each using the “acknowledge, answer, reframe” formula. First, validate the prospect’s concern. Then address it with facts, data, or explanations. Finally, reframe positively.

Here’s how you can overcome objections as an insurance agent:

  • Objection – Life insurance is too expensive for me right now.
    Response – I understand cost is an important factor. Many of our options are less than a dollar a day and guarantee your family’s financial future. Let’s discuss your budget to find an affordable policy that still protects their needs.
  • Objection – I already have coverage through work, I don’t need more.
    Response – Company plans often have caps, and exclusions and lack portability if you leave. I’d be happy to evaluate whether supplemental personal coverage makes sense to ensure complete protection.
  • Objection – I need time to think this over and discuss it with my spouse.
    Response – Of course, this is an important decision I want you to be comfortable with. Would you be open to reviewing some policy information together and then connecting in a week to see if you have any remaining questions? I’m happy to outline the advantages so you can make an informed choice.
  • Objection – I don’t have time for insurance right now.
    Response – I understand how busy life can get. But most clients share your experience – they don’t think they have time until an unexpected event shows the value of preparation. I’d be happy to briefly discuss options that simplify the process for you. Protecting your family only gets more complicated if you wait.
  • Objection – My current agent has me covered already.
    Response – I appreciate the loyalty, and I’m sure they provide great service. I’d love to offer an outside perspective on your coverage. Perhaps I could highlight some additional advantages you haven’t considered yet. If you’re fully satisfied after discussing it, we don’t need to move forward.
  • Objection – I’ll get insurance when I’m older and really need it.
    Response – That’s a common perspective. I’d emphasize that rates become more expensive as we age, and health changes can limit policy eligibility. Addressing this proactively ensures your family’s financial security for the long term. I’m happy to structure a policy with graduated coverage that adjusts as your needs evolve over time.
  • Objection – I need to discuss this with my spouse first.
    Response: Of course, for a major financial decision like this it’s smart to consult your family. Would you feel comfortable if I outlined some policy options for you to review together first? Once you’ve had a chance to align, we can find a plan that works for both your needs.

Rehearse how to overcome objections out loud until they sound natural. Well-prepared insurance agents overcome far more prospect pushback.


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Insurance Prospecting Execution

All the preparation in the world means nothing if you don’t execute. Once you’ve set the foundation with preparation, it’s go time – you must execute effective prospecting activities if you want to generate more insurance leads.

Make prospecting calls

From over a decade in sales, I know prospecting calls are a proven way for insurance agents to directly engage new leads. But thoughtless cold calling is ineffective. You need a strategic approach.

  • Set daily call quotas based on your lead list – block time on your calendar to ensure you meet them. Calls should be regular, not ad hoc.
  • Have a script ready, but customize talking points for each prospect with research – families vs businesses require different pitches.
  • Lead with value, not sales. Offer helpful insurance insights tailored to their situation before discussing products.
  • Listen actively, ask good questions, and take notes to advance the sale during future interactions.
  • End each call with clear next steps and schedule follow-ups in your CRM. Meeting in-person often leads to closed sales.
  • Optimize over time – track conversion rates by lead source, script tweaks, etc and focus your calling on what performs best.
  • Embrace rejections – it comes with the territory. Refine your skills to improve outcomes over time.

With consistency, preparation, and personalization, insurance prospecting calls can drive exponential lead growth and sales vs waiting for inbound traffic alone. But it requires discipline and perseverance to achieve results. Master the art of the call.

Follow-up with potential customers

Consistent follow-ups is key to converting prospects. But hounding people rarely works. You need strategic nurturing.

  • Set reminders to follow up on all insurance leads in your CRM. Track interactions to see full history.
  • Vary your follow-up channel – email, direct mail, calls, social media, etc. Multi-channel reduces abandonment.
  • Re-establish rapport and provide new value with each touchpoint before circling back to their needs.
  • Leverage DeckLinks to deliver personalized, trackable Video PDFs to prospects after calls.
  • For warmer insurance leads, gently reiterate how you can solve their problems or fill coverage gaps. Offer to re-evaluate.
  • Space out your follow-ups over days or weeks. Last thing prospects want is daily pestering.
  • Segment warmer insurance leads for more frequent and in-depth follow up vs cold prospects.
  • If no response after 6-8 substantive tries, put the lead on hold and revisit in future.

The key is adding value, not demanding a sale. By nurturing prospects consistently, I’ve increased my conversion rates substantially.

Custom branding
Showcase your brand.
Video narrations
Easily video-narrate sales presentations or proposals when needed (otherwise video is optional). Redo slide if you made a mistake. Use built-in teleprompter to record longer videos.

Data rooms
Attach any supporting files and links. Make it easy for your prospects and clients to find the right information quickly.

Company profiles
Create company profiles with custom banners and info-packages tailored to different industries.
Contact details
Show your contact info easily accessible by your prospects and clients.
Custom CTAs
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Engagement analytics
See how prospects and clients interact with your PDFs.

Feedback and Reactions
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share PDFs
Share any existing PDF presentations and documents.
Live links
Share with a single link. Update files even after sharing your link. Get notified when your PDF is viewed. Turn off access anytime.

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Build relationships with new prospects

In my experience, building trusted advisor relationships with prospects is vital to closing deals. Rushing for a quick sale destroys trust. Nurture insurance leads instead.

  • Have authentic conversations to understand prospects’ situations beyond just insurance needs. Get to know them as people.
  • Provide value regularly through helpful insurance content, trends, and tips before ever pitching. Use DeckLinks to deliver personalized PDFs and track prospect engagement.
  • Ask questions and listen more than sell during interactions. Become a sounding board prospects learn to rely on.
  • Follow up consistently to show you care about more than just making a commission. Check in on life events beyond insurance policies.
  • Use a consultative approach focused on fully aligning insurance products with their long-term financial needs.
  • Be transparent about insurance policies and pricing. Offer comparisons and let them know of updates that may impact them.
  • Build rapport with centers of influence and partners related to the prospect’s industry or interests.
  • Leverage CRM insights before each touchpoint to reference personal details and build connections.

By establishing trust and added value over time, insurance agents transform cold prospects into lifelong enthusiastic clients who refer people. Relationship-based selling wins.

Overcome objections during the sales pitch

Expecting no objections during an insurance pitch is unrealistic. Proactively addressing concerns is key to advancing the sale.

  • First, prepare by identifying common objections ahead of meetings and script concise responses.
  • When objections come, view them as opportunities to clarify value, not hurdles. Avoid getting defensive.
  • Listen closely to understand the root of their concern. Reflect it back to confirm you heard it right.
  • Offer data, analogies, or case studies to counter the objection and present your policy as the solution.
  • If budget is the primary obstacle, explore a scaled-down policy or shifting priorities to find something affordable.
  • For complex products, suggest a pilot or phased rollout so they can test with less risk.
  • When possible, get the prospect to share specifics of how they want to resolve the objection. It increases buy-in.
  • After responding, reaffirm how your insurance policy meets their needs and ask for the next steps to move forward.

The key is maintaining a consultative tone when objections arise. By addressing concerns calmly and constructively, agents can satisfy prospects and advance more sales. Don’t avoid objections – tackle them head-on.


Struggling to find new clients as a financial advisor? This guide reveals field-tested prospecting strategies to help you master lead gen.

Using Technology in Insurance Prospecting

Leveraging the right technology is now essential for insurance agents to drive productivity and stay competitive in the digital age.

Here are a few ways to integrate tech into prospecting:

  • Maintain an organized CRM like HubSpot to store all your prospect data and interactions seamlessly in one place. This informs future outreach.
  • Use DeckLinks to deliver personalized, trackable policy info to prospects after calls. See who engages with your materials.
  • Take advantage of CRM analytics to identify prospecting bottlenecks. Optimize your approach based on lead conversion rates.
  • Employ data append services to enrich prospect records with more details for personalized, targeted follow-up. This boosts conversions.
  • Leverage lookalike modeling tools to find more leads similar to your best customers. Expand your lead lists.
  • Use custom tagging and lead scoring to segment prospects based on characteristics for tailored nurture streams.
  • Build a digital asset library of approved marketing materials to share instantly with prospects.

The key is choosing technology that integrates into your existing insurance sales stack and workflow. With the right tools, agents can work smarter, and faster, and take prospecting productivity in the digital age to new heights. But focus on using data strategically, not just collecting more.

Reh Bhanji (Certified Financial Planner, Chartered Life Underwriter)
Reh Bhanji (CFP, CLU)

National Best Practice Leader at Desjardins

Post Insurance Prospecting Activities

Insurance prospecting doesn’t end with a signed policy – the most successful insurance agents work hard to build relationships and drive referrals even after securing a sale.

Maintaining relationships with existing customers and referring people

Insurance prospecting doesn’t end once a client purchases a policy. Maintaining relationships and generating referrals is critical too.

Here are some prospecting tips on how to maintain relationships with existing customers and referring people:

  1. Set reminders to check in with clients regularly just to say hello or share an insurance update. Use DeckLinks to deliver value-driven policy content.
  2. If they have a claim, follow up to ensure everything was resolved smoothly. Look for ways to strengthen the relationship even when issues arise.
  3. Segment your book of business to identify clients likely needing new or additional insurance policies as their needs evolve. Be proactive about gaps.
  4. Make asking for referrals part of your regular conversations. Offer incentives to get clients thinking of sharing your name.
  5. Equip clients with tools and content to make referrals easy. Create email templates or digital assets they can forward.
  6. Highlight client stories and testimonials on your website and social media. This builds credibility for their network.
  7. Surprise and delight top clients who refer people with small gifts or personalized notes of appreciation.

By nurturing existing relationships and maximizing referrals, insurance agents can spend less time cold prospecting. A little love for your book goes a long way.

Cross-selling to existing customers

I’ve seen cross-selling add tremendous value for agents by unlocking new opportunities with existing customers. But it requires a strategic approach, not just pitching randomly.

  1. Start by segmenting your client list to identify policyholders with potential cross-sell needs as their circumstances change – new homeowners needing auto insurance, growing families needing life insurance, etc. Use your CRM insights to inform opportunities.
  2. When reaching out about additional insurance policies, focus the conversation on strengthening your trusted advisor relationship first before pivoting to new products. Use DeckLinks to deliver helpful educational materials.
  3. Avoid overly salesy language. Have a consultative conversation about changes since purchasing their initial policy and insurance gaps you can fill. Outline benefits and tailor pricing options to their situation.
  4. If budget is a concern, explore ways to bundle insurance policies or adjust coverage tiers to deliver cost savings. Emphasize you want to provide superior, ongoing value.
  5. Follow up consistently post-call. Continue nurturing promising cross-sell leads with helpful insurance content over email or social media. Answer outstanding questions.

The key is blending cross-sell conversations seamlessly into your regular nurturing of current clients. With care and personalization, insurance agents can tap into this lucrative source of qualified leads already familiar with their services.

Asking for referrals from existing customers through the referral program

I’ve found continuously asking for referrals from satisfied clients to be immensely effective for sustaining lead generation. But it requires a thoughtful approach, not randomly pleading for introductions.

  1. First, integrate referral asks into regular check-ins and policy reviews with clients. Casually mention you rely on word-of-mouth and welcome introductions. Make sure they are happy with your services.
  2. Provide incentives to get clients thinking of their networks. Simple perks can motivate referrals. Just avoid anything too cumbersome.
  3. Equip clients to easily refer people to you by providing pre-crafted email templates, digital assets with your info, and tools to make warm introductions frictionless. The smoother you make it, the more referrals you’ll earn.
  4. Use DeckLinks to deliver relevant, engaging, and helpful insurance content to clients that they can pass along to reinforce their endorsement of you. Quality educational materials spark referrals.
  5. When a referral comes in, prioritize prompt and enthusiastic follow-up. Treat referrers like VIPs.

A formal referral program accelerates word-of-mouth marketing. But anchor it around thanking clients, not pressuring them. Sincere appreciation earns referrals.

Custom branding
Showcase your brand.
Video narrations
Easily video-narrate sales presentations or proposals when needed (otherwise video is optional). Redo slide if you made a mistake. Use built-in teleprompter to record longer videos.

Data rooms
Attach any supporting files and links. Make it easy for your prospects and clients to find the right information quickly.

Company profiles
Create company profiles with custom banners and info-packages tailored to different industries.
Contact details
Show your contact info easily accessible by your prospects and clients.
Custom CTAs
Add custom CTAs to drive prospects or clients to your calendar, sign up form, etc.
Engagement analytics
See how prospects and clients interact with your PDFs.

Feedback and Reactions
Collect feedback from prospects and clients. Feedback and reactions are not publicly visible.
Share PDFs
Share any existing PDF presentations and documents.
Live links
Share with a single link. Update files even after sharing your link. Get notified when your PDF is viewed. Turn off access anytime.

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Identify your most engaged prospects and clients. Elevate your communication strategies through in-depth analysis of PDF engagement data. Learn more.

The Biggest Challenges in Insurance Prospecting

Insurance prospecting is simple… said no insurance agent ever. While integral to success, prospecting in insurance comes with many complex challenges.

Challenge #1:
Overcoming typical objections.

Handling typical objections constructively is crucial to closing the sale. Here are some tips on how you can effectively handle common objections:

  • Anticipate the most common objections like price, lack of need, etc., and script concise responses to have ready.
  • When objections come up, don’t get defensive. Calmly acknowledge the concern before responding.
  • Use data, analogies, and case studies to counter the objection and describe how your policy solves their issues.
  • If budget is the obstacle, explore lower tiers or policy adjustments to find something affordable.
  • For complex products, suggest a trial period or phased rollout to reduce perceived risk.
  • Get prospects to explain specifically how they’d like to resolve the objection. Increases buy-in.
  • After responding, reaffirm how your offering aligns with their needs and the next steps to move forward.
  • Follow up after the call to reiterate how you’ll address any remaining concerns.

With preparation and constructive responses, insurance agents can often overcome prospects’ reservations. View objections as opportunities, not threats. The key is maintaining a consultative, educational tone.


Sales objections are part of the sales process and can be daunting for any sales rep. Fortunately, Chat GPT is here to help!

Challenge #2:
Keeping up to date with industry trends.

Staying current with insurance industry trends and developments is crucial, but extremely challenging with agents’ already packed schedules. Here are my tips on how to keep up to date with industry trends:

  • Set up Google News alerts for insurance topics so relevant articles come to you automatically. Quickly scan headlines daily.
  • Bookmark key insurance blogs and carve out time on your calendar to read regularly. Consume content efficiently.
  • Follow thought leaders and companies on social media for real-time updates. Check while in transit or waiting.
  • Listen to podcasts related to insurance sales topics during a commute or exercise. Multitask absorbing info.
  • Attend virtual webinars over your lunch break to efficiently tap into experts. Take notes you can refer back to.
  • Set reminders to check industry sites like Insurance Journal weekly. Skim sections applicable to your role.
  • Discuss emerging topics and regulations on insurance agent forums and groups. Lean on peers to stay in the know.

The key is being selective yet consistent with your information channels given limited time. Gradually immersing yourself keeps your knowledge sharp.

Challenge #3:
Balancing between attracting new clients and maintaining existing customers.

Even for those insurance agents with extensive experience selling insurance, finding an effective balance between attracting new insurance clients and nurturing existing customers is certainly a challenge. Here are some prospecting tips on how to balance between attracting new clients and maintaining existing ones:

  • Set a target ratio for new vs existing client time. 50/50 or 60/40 are good starting points to aim for.
  • Schedule dedicated blocks on your calendar for new lead prospecting activities like cold calls, emails, and events. Guard this time.
  • Use any gaps in your schedule for quick check-ins with existing clients to strengthen relations. Be flexible.
  • Segment warmer insurance leads for more frequent, and in-depth follow-ups. New leads just need occasional nurturing.
  • Integrate new client acquisition activities into existing client conversations where possible. Request introductions to similar prospects.
  • Automate aspects of nurturing existing clients like sending monthly newsletters for efficiency.
  • Measure conversion metrics for both new and existing pipeline stages to identify weak points and optimize.
  • Avoid over-prioritizing new leads at the expense of neglecting your book of business. Losing clients also damages growth.

With intentional scheduling, process automation, and conversion tracking, insurance agents can achieve an optimal balance between new prospecting and current client nurturing for sustainable growth. Both require focus.

Reh Bhanji (Certified Financial Planner, Chartered Life Underwriter)
Reh Bhanji (CFP, CLU)

National Best Practice Leader at Desjardins


Prospecting in insurance, when done right, offers tremendous potential for insurance agents to grow their book of business. But achieving success requires consistency, preparation, and viewing your role as a trusted advisor.

Insurance prospecting works best when treated as a daily discipline, not a sporadic activity. Consistently block time on your calendar for outreach campaigns, follow-up, networking, and other lead-gen activities. Track metrics to optimize over time. With persistence and focus, results will come.

Being an insurance advisor customers rely on also means taking time to deeply understand their needs, tailor recommendations accordingly, and provide ongoing value – not just selling policies and moving on. Education, transparency, and empathy build loyalty and referrals.

With preparation and care, insurance agents can leverage prospecting strategies like maximizing referrals, warm outbound outreach, and digital lead gen to continually expand their pipeline of qualified leads. But avoiding complacency and working these activities into your routine is key.

The insurance world offers immense potential for those willing to put in the work of consistently nurturing prospects and strengthening client relationships over time. I hope this insurance prospecting guide provided insights to help agents achieve greater success via a refined prospecting approach.


What are the most effective prospecting strategies for insurance agents?

The most effective insurance prospecting strategies include maximizing referrals, networking, cold calling, email nurturing, social media outreach, lead list building, and advertising. Multi-channel campaigns tend to work best.

Social media is incredibly effective for insurance prospecting. Insurance agents can engage with a target audience, share valuable insurance tips, and build relationships with potential customers. Through regular posts, messages, and ads, they can generate quality leads, making it a powerful lead generation strategy.

Lead generation in insurance prospecting is the process of identifying and attracting potential customers for insurance products. Insurance agents use various methods, like social media, cold calling, and referral programs, to obtain qualified leads, ensuring a steady influx of prospects for their insurance agency.

Insurance agents can overcome objections during the sales process by addressing client concerns, offering solutions, and building trust. Effective communication and providing information on insurance products tailored to the client’s needs are key. This approach helps convert objections into successful sales pitches.

Insurance agents can improve prospecting skills with formal sales training, coaching, books and podcasts, goal setting, monitoring metrics, expanding tools stack, testing messages and channels, peer groups for ideas, competitive analysis.

Insurance agents can generate more referrals by asking existing clients for referrals, building strong relationships, providing excellent service, and offering referral incentives. Engage on social media, maintain a daily presence, and make sure your target audience knows about your referral program.

Insurance agents can boost prospecting productivity with CRM software for managing insurance leads, social media scheduling tools for consistent online presence, document analytics and texting platforms, auto-dialers, and email marketing systems for automated outreach. These tools help insurance agents work smarter.

Insurance agents can generate more insurance leads by using many lead generation strategies. This includes leveraging social media, implementing effective prospecting techniques, using referral programs. Search Engine Optimization and email marketing can help attract potential customers and grow the insurance business.

Experts recommend insurance agents spend at least 60-90 minutes every day on insurance prospecting activities like prospecting calls, emails, researching new leads, event planning and follow up. Consistency is key to prospecting in insurance.

Before making prospecting calls, insurance agents should make sure to prepare customized scripts and talking points tailored to each prospect’s situation. Research them beforehand. Lead with value, not sales. Take notes. Set next steps. Follow up persistently. Refine over time.

About the Author

Our content team of sales, lead generation, and marketing experts provides industry-leading thought leadership on B2B sales and marketing, lead nurturing, and sales enablement strategies. With decades of combined C-suite and VP-level experience, we deliver actionable B2B sales and marketing content that gives B2B companies a competitive advantage. Our proven insights on lead management, conversion rate and sales optimization, sales productivity, and tech stack empower companies to increase revenue growth and ROI.

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