Insurance Cold Calling Scripts – Selling More Insurance

Cold calling is a common marketing strategy used to reach customers and generate leads. A cold calling script is prewritten talking points that guide the conversation when making a sale. It can be an effective tool, given that it is tailored to your audience and used correctly.

As an experienced insurance sales representative, I understand the utility of cold calling scripts. In this article, we’ll discuss the key components of an effective script, how to handle objections, how to close the sale, and provide some tried and true tips that will help you close your sales. 

Insurance Cold Calling Script Examples

Insurance Cold Calling Scripts

I used to cold call all the time while I built my book of business. In this section, I’ll include scripts that worked for me while selling different types of insurance!

Further in this article, I’ll help you construct your own script to master cold calling for insurance!

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Car Insurance Cold Calling Scripts

Cold calling can be a great way to connect with people who may be in the market for new car insurance coverage. The following scripts are examples of how you can introduce yourself and your car insurance services to a potential customer over the phone.

This first example is exactly what I used when cold-calling residents in my local area for car insurance sales when I started my agency.

Hi, my name is [Your Name], and I’m an insurance agent with [Insurance Company]. I’ve saved families in [Your Area] a lot of money on car insurance premiums. Would you be interested in saving money too?

This next example is great if you want to switch it up. It’s a little longer which may turn people off but it’s worth a try!

Hi, my name is [Your Name], and I am an insurance expert with [Insurance Company]. I specialize in helping families in [Your Area] find affordable car insurance coverage. Are you looking to lower your car insurance premiums? I would be happy to assist you and provide you with personalized quotes from multiple providers.

This next script is great because you say that you’ve helped others in the local area already and can help them too!

Hello, my name is [Your Name], I am an insurance professional with [Insurance Company]. I have assisted many families in [Your Area] to reduce their auto insurance costs. Are you looking for ways to save money on your car insurance? I would be happy to provide you with a free consultation and compare rates from top insurance providers to find you the best deal.

Life Insurance Cold Calling Script

As a life insurance salesman, are you looking to increase your ability to sell over the phone? Cold calling can be an effective way to connect with potential customers who may be in need of life insurance coverage. The following script is an example of how you can introduce yourself and your life insurance services to a potential customer over the phone in a way that is professional, informative, and persuasive.

Hi, my name is [Your Name], and I’m a life insurance agent with [Insurance Company]. I’m reaching out because I understand the importance of protecting loved ones. Can I share with you some ways I’ve helped other families like yourself with life insurance?

Effective Insurance Scripts – Identify Your Target Audience

Before creating a cold calling script, it’s important to identify your target audience and understand their needs and concerns. Based on my professional experience, I can tell you that identifying your audience is critical when using a cold-calling script to ensure you are marketing the right service to the right people.

This will help you tailor your script to their interests and increase the chances of making a successful sale. To identify your target audience, start by researching your market and segmenting it into different groups. Consider factors such as age, income, location, and insurance needs. 

Define Your Target AudienceDetermine the characteristics of the individuals or businesses you want to target with your cold calls. This may include factors such as age, gender, income level, occupation, and insurance needs.
Gather DataUse data and analytics to gather information about your target audience. This may include demographic data, purchase history, and risk profile.
Test And RefineTest different targeting strategies and use data and analytics to identify what works and what doesn’t. Refine your targeting efforts based on the results you achieve.

For example, you may target young families in a specific zip code with a high income and a need for life insurance. Once you have identified your target audience, research their interests and needs. This can help you create a script that speaks to their concerns and addresses their specific insurance needs. 

If you are targeting young families, you may focus on protecting their loved ones and providing financial security in the event of an unexpected death.

Create A Strong Opening

After identifying your audience, you need to create a strong opening. In my experience, a nice strong opening is essential in keeping the customer engaged. The opening of your cold calling script is critical for making a good first impression and grabbing the attention of your potential customer. 

Introduce YourselfBegin the conversation by introducing yourself, your company, and your role.
Explain The Purpose Of The CallClearly state the purpose of the call, such as to offer insurance coverage or to gather information about the client’s insurance needs.
Establish RapportUse active listening and empathy to build rapport with the client and establish trust.
Ask For PermissionAsk for permission to continue the conversation, such as “May I continue?” or “Is now a good time to talk?”
Set The AgendaOutline the topics you plan to cover during the call, such as the types of insurance coverage you offer and the benefits of each.

A strong opening should be brief, informative, and engaging. Here are some tips for creating a strong opening for your cold-calling script:

  1. Introduce Yourself And Your Company: Begin by introducing yourself and your company. Provide your name and company name, and briefly explain what you do.
  1. Explain The Purpose Of Your Call: Clearly state the purpose of your call and the value you are offering. For example, you may say, “I’m calling to offer you a special discount on car insurance. We have a policy that could save you up to $500 per year on your premiums.”
  1. Establish A Connection: Try to establish a connection with your potential customer by finding common ground. For example, you could mention a shared interest or a recent news event related to your industry.
  1. Be Respectful And Polite: Always be respectful when making a cold call. Thank the person for their time and ask if they can speak.

Make A Compelling Offer

Alright, you’ve captured your potential customer’s attention, and now you have to make them a compelling offer. This is something I made sure to focus on and master when I started my insurance agency years ago. It helped make all of the difference!

Unique Value PropositionClearly articulate the unique value or benefit of your product or service.
PersonalizationTailor your offer to the specific needs and interests of the prospect.
UrgencyCreate a sense of urgency for the prospect to take action by offering a limited-time deal or emphasizing the benefits of acting quickly.
ScarcityCreate a sense of scarcity by limiting the quantity or availability of your offer.
ExclusivityMake the prospect feel special by offering them exclusive access or a VIP experience.
TestimonialsUse customer testimonials or case studies to demonstrate the effectiveness of your product or service.
Call To ActionClearly state what the prospect needs to do next and make it easy to take action (by providing a promotional code or a link to a landing page).

A good offer should be relevant and valuable to the customer, and should provide a clear benefit.

Here are some other tips for creating a compelling offer in your cold calling script that I have found to be successful!

  1. Focus On The Customer’s Needs: Tailor your offer to your potential customer’s specific needs and interests. For example, if you are targeting young families, you may focus on protecting loved ones and providing financial security in the event of an unexpected death.
  1. Highlight The Benefits: Clearly explain the benefits of your offer and how it can meet the needs and concerns of your potential customer. For example, you may mention that your car insurance policy includes roadside assistance and a 24/7 claims hotline.
  1. Offer A Special Deal Or Discount: Consider offering a special one to sweeten the deal for your potential customer. For example, you may offer a limited-time discount on a new policy or a free policy review.

Address Objections

Inevitably, customers will have objections or concerns when considering a new insurance policy. It is important to not only address, but to anticipate these objections in your script so you can keep the conversation moving, and increase the odds of closing the sale.

“I’m not interested.”Acknowledge their lack of interest and ask if they would be willing to listen to a brief overview of your product or service. Offer to provide more information or answer any questions they may have.
“It’s too expensive.”Emphasize the value and long-term benefits of your product or service. Offer financing options or a payment plan. If possible, negotiate on price or offer a discount or promotion.
“I’m happy with my current provider.”Ask the prospect to compare the features and benefits of your product or service to their current provider. Highlight any advantages or unique features you offer.
“I don’t have the time/money.”Respect their time and budget constraints. Offer a solution that fits their needs and budget. If possible, offer a risk-free trial or a money-back guarantee.
“I need to think about it.”Thank the prospect for considering your offer and ask if there is any specific information or assistance they need to make a decision. Offer to follow up at a later date.

Here are some other tips I’ve used with great success when handling objections:

  1. Listen Carefully: When a potential customer raises an objection, listen carefully and try to understand their concern. This will help you address their objections more effectively.
  1. Empathize And Acknowledge Their Concerns: Show that you understand and empathize with their concerns. For example, you may say something like, “I understand that you’re hesitant to switch insurance companies. That’s a common concern, and I’m here to help you make an informed decision.”
  1. Address Their Objections: Use the information you have gathered about your potential customer and their insurance needs to address their objections and provide solutions. For example, if they are concerned about the cost of a new policy, you may provide information about discounts or payment options that can help lower their premiums.

By listening to and acknowledging your potential customer’s concerns, and addressing their objections with relevant information and solutions, you can overcome barriers to the sale and move the conversation forward.

Close The Sale

When it comes down to it, your purpose for cold calling is to close the sale! That’s precisely why I did it when starting my insurance agency, right? Why else would I spend hours on the phone with strangers?

It is critical that you have a good closing of the sale to convert a potential customer into a paying one. A strong closing should be confident and assertive, while also being respectful and polite. 

Recap The Value PropositionReview the key benefits and features of your product or service and how they meet the needs and interests of the prospect.
Address Any Remaining ObjectionsIf the prospect has any remaining concerns or questions, address them directly and provide any additional information or reassurance needed.
Offer A Clear Call To ActionClearly state what the prospect needs to do to take advantage of your offer (“To take advantage of this limited-time offer, simply visit our website and use promo code XYZ”). Make it easy for them to take action.
Use A Trial CloseAsk the prospect if they are ready to move forward with the purchase (“Are you ready to place your order today?”).
Use A Scarcity TacticCreate a sense of urgency or scarcity by highlighting the limited availability or time frame of your offer.
Ask For The SaleBe direct and ask the prospect if they are ready to make a purchase. If they are still hesitant, ask if they have any final questions or concerns.

Some other tips I recommend as a licensed insurance agent to close the sale are:

  1. Ask For The Sale: Clearly and confidently ask for the sale. For example, you may say something like, “Based on what we’ve discussed, I believe that our policy is the best fit for your insurance needs. May I start your policy today?”
  1. Overcome Final Objections: If your potential customer has any remaining objections, address them and provide additional information to overcome them. For example, if they are concerned about the cost of a new policy, you may offer a payment plan or a discounted rate for signing up.
  1. Confirm Their Commitment: Once your potential customer has agreed to purchase a policy, confirm their commitment and provide clear instructions for how to proceed. For example, you may say something like, “Great, I’m glad you’ve decided to switch to our policy. To get started, I’ll need to gather some information and process your payment. May I have your email address so I can send you a link to our online application?”

By following these tips, you can close the sale and turn your potential customer into a paying one. Remember to always be respectful and polite, and thank them for their business.


Cold calling scripts can be a valuable sales method to reach your target audience if employed correctly. By following the tips in this article, you can not only create an effective script, but also understand how to interact with your customers and overcome objections. Remember, cold calling is only one marketing method, so be sure to use the best approach for your business. 

Cold calling can work if you put in the hard work. It worked for me, and it can work for you too! Those who say otherwise either gave up too early or didn’t study the different methods we reviewed in this article!

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