Overcoming Objections with Empathy and Expertise

When you encounter objections in insurance sales, what comes to mind? “Uggghhh, why won’t they just buy?” Or, do you think, “They’re engaged—let’s help clear up any remaining questions”? When a lead raises an objection, they are communicating with you—presenting an opportunity.

For some agents, overcoming objections can feel uncomfortable or pushy. This is your chance to address the most common objections and learn how to overcome them as a professional in insurance sales—not as a pushy salesperson.

Let’s start with the top reasons prospects may give you an objection:

• It is not clear how the policy benefits them.
• The prospect struggles with making decisions.
• They are uncomfortable breaking up with their current agent.
• They were in shopping mode but not buying mode.
• They are waiting on other quotes.
• You have a higher premium and are not clear on the value you provide for the difference.
• They didn’t feel a connection with you.
• The timing is off.

Often, when you receive an objection, the prospect won’t directly say the timing is off—they’ll use more vague language. As a sales professional, your goal is to listen carefully and uncover the true objection the prospect is facing.

Strategies To Overcome Insurance Objections

The CENT strategy can help you overcome objections. It is a recipe that can help any agent face an objection and earn the prospect’s buy-in.

Here’s how it works:

• Confirm: That you understand their concern and it’s normal and natural.
• Engage: It’s ok for them to feel that way.
• Neglect: Explain how not moving forward may negatively impact them.
• Teach: Share with them how moving forward helps them and end with a question.

One other strategy for facing insurance objections is to keep the prospect talking. Whenever you get someone on the phone, it’s less likely that you will reconnect with them. Work to keep communicating and embrace their concerns.

Scripts To Embrace Your Client’s Concerns

“I’m no longer interested.”

I completely understand—shopping for insurance can be a process! That said, I’d hate for you to end up with the wrong coverage or miss out on the service you deserve. When we connected, you mentioned that, aside from price, you were looking for an agent who could provide [list the reasons other than price]. Out of curiosity, did you happen to find a quote for less?

“Your price is higher.”

I completely understand—spending more wasn’t your goal. However, some agents underquote, which can lead to price changes or shorter-term policies. If that happens, this quote may no longer be available. How about I compare the quotes for you so you can clearly see the differences? Wouldn’t you agree it’s worth taking a look?

“I don’t have time to deal with this right now.”

I completely understand—I know you have other things to attend to. However, if something were to happen and you didn’t have the right coverage or were spending more than necessary, I’d feel terrible. The good news is we can get this taken care of in just a few minutes. Don’t you agree it’s worth handling this now?

“I need to consult with my spouse/business partner.”

I completely understand—I like to consult with my spouse or business partner on these kinds of decisions, too. I know your time is valuable, so why don’t we reach out to them now and review it together? That way, we can address any questions they have. When would be a good time for all of us to connect?

“Let me think about it.”

I completely understand—I like to take my time with these kinds of decisions, too. That said, if something were to happen and you didn’t have the right coverage, or if the quote became invalid, I think we’d both regret it. Why don’t we go through this quote again and make sure all your questions are answered? How does that sound?

“I’m happy with my current agent.”

I completely understand—many of our clients have felt the same way. However, when we work with clients, our goal is to save them both time and money. You mentioned you were looking for an agent who could also provide XYZ, and we’re confident we can meet that need.

“I already found coverage.”

I completely understand—getting insurance was a priority for you. However, I’ve seen cases where some agents undercut coverage or values, leaving clients in a bait-and-switch situation. To be safe, I recommend we review the quote together to identify any differences. If it’s a good quote, I’ll let you know. If there are any gaps, I’ll walk you through them. Don’t you agree it’s worth making sure?

“I don’t think I need all that coverage.”

I completely understand. Before I got into insurance, I didn’t realize how often claims happen where people are underinsured. With the way the world has changed and prices continuing to rise, I’d hate for you to have a claim and regret not having the right coverage. Let’s walk through the coverages together and see what makes the most sense. Fair enough?

“Just email me the quote.”

I completely understand—I like to review things first myself. However, insurance can be complicated, and emails often end up causing more confusion. Instead, let’s review the quote together to ensure all your questions are answered. After that, I’ll gladly send you the application for review. Don’t you agree that’s the best approach?

In insurance sales, objections aren’t roadblocks—they’re opportunities to understand, educate and build trust with your prospects. When a lead raises a concern, they’re offering you a chance to address their uncertainties and demonstrate your value as a professional.

The biggest mistake, however, is letting the conversation stall, which increases the risk of being ghosted. Once the dialogue ends without resolution, reconnecting becomes significantly harder. That’s why it’s crucial to remain proactive, empathetic and focused on solutions. Using strategies like the CENT method and engaging in meaningful discussions keeps prospects involved and ensures no lead is overlooked.

Ultimately, overcoming objections isn’t just about closing a sale—it’s about fostering lasting client relationships.

Author

Kelly Donahue-Piro

President, Agency Performance Partners