How to Sell Insurance Like a Pro: The Ultimate Guide

n how to sell insurance
n how to sell insurance

Insurance is a lucrative and rewarding career, but it is also a challenging and competitive one.

You need to have the right skills, strategies, and mindset to succeed in selling insurance in 2023.

In this article, we will show you how to sell insurance like a pro in 2023, by following these steps:

Step 1: Get Your Insurance License and Choose Your Niche

The first step to sell insurance is to get your insurance license.

One need to pass an exam administered by your state’s insurance department, which covers the laws, regulations, and products related to insurance.

You may also need to complete some prelicensing education courses, depending on your state’s requirements.

You can find more information about the licensing process and the exam content on your state’s insurance department website or on Kaplan.

Once you get your license, you need to choose your niche.

There are many types of insurance products you can sell, such as life, health, property, casualty, and more.

One should choose a niche that matches your interests, skills, and goals.

You should also consider the market demand, the competition, and the profitability of each niche.

You can research different niches online, or by talking to other insurance agents or brokers.

Step 2: Join an Agency or Start Your Own Business

The next step to sell insurance is to join an agency or start your own business.

You have two options: you can be a captive agent or an independent agent.

A captive agent works for a specific insurance company and sells only its products.

An independent agent works for himself or herself and sells products from multiple insurance companies.

Each option has its pros and cons, and you should weigh them carefully before making a decision.

If you join an agency, you will have the benefit of getting leads, training, support, and resources from the agency.

You will also have a steady income and a fixed schedule.

However, you will have less freedom and flexibility, and you will have to follow the agency’s rules and policies.

You will also have to share your commissions with the agency, and you may have to meet certain quotas or targets.

If you start your own business, you will have the benefit of having more freedom and flexibility, and you will have full control over your business.

You will also keep all your commissions, and you will have the opportunity to grow your business and income.

However, you will have to invest more time, money, and effort to start and run your business.

You will also have to generate your own leads, market your business, and handle all the administrative tasks.

Step 3: Generate Leads and Build Relationships

The third step to sell insurance is to generate leads and build relationships.

Leads are potential customers who are interested in buying insurance from you. You need to have a steady flow of leads to grow your business and income.

There are many ways to generate leads, such as:

  • Asking for referrals from your existing customers, friends, family, and network
  • Creating a website and a blog, and using SEO and content marketing to attract online visitors
  • Using social media platforms, such as Facebook, Twitter, LinkedIn, and Instagram, to promote your business and engage with your audience
  • Advertising your business online, using platforms such as Google Ads, Facebook Ads, and YouTube Ads
  • Participating in local events, such as trade shows, fairs, seminars, and workshops, and networking with your community
  • Cold calling or emailing prospects, using lists or directories that you can buy or access online

Once you generate leads, you need to build relationships with them. You need to establish trust, rapport, and credibility with your prospects, and show them that you care about their needs and goals. You can do this by:

  • Following up with your leads regularly, using phone calls, emails, texts, or social media messages
  • Sending them valuable information, such as newsletters, articles, videos, or podcasts, that can educate them and solve their problems
  • Asking them open-ended questions, and listening to their answers, to understand their pain points, challenges, and desires
  • Sharing your stories, testimonials, and reviews, to demonstrate your expertise and success
  • Offering them free consultations, assessments, or quotes, to show them how you can help them and what value you can provide

Step 4: Make Your Sales Pitch and Close the Deal

The final step to sell insurance is to make your sales pitch and close the deal. You need to persuade your prospects to buy your insurance products, and overcome any objections or concerns they may have. You can do this by:

  • Presenting your products in a clear, concise, and compelling way, using features, benefits, and examples
  • Highlighting your unique selling proposition, and showing how you are different from your competitors
  • Addressing your prospects’ pain points, challenges, and desires, and showing how your products can solve them
  • Creating a sense of urgency, and showing your prospects why they need to act now, and what they will miss out if they don’t
  • Asking for the sale, and using trial closes, assumptive closes, or alternative closes, to get your prospects to say yes
  • Handling any objections or concerns, and using facts, figures, stories, or testimonials, to overcome them
  • Confirming the sale, and thanking your prospects for their trust and business



Do I need a license?

Yes, most states require insurance agents to hold a license specific to the types of insurance they want to sell. Check your state’s regulations for details.

Where can I get training?

Many insurance companies offer training programs for new agents. You can also find independent training courses and educational resources online.

What skills do I need?

Strong communication, problem-solving, and interpersonal skills are crucial. Learn about different insurance products and understand how to analyze clients’ needs.

How do I approach potential clients?

Listen actively to their needs and concerns, educate them about insurance options, and tailor your recommendations to their situation. Build trust and establish yourself as a valuable resource.

How do I handle objections?

Be prepared for common concerns about cost, coverage, and benefits. Address them directly and provide informative answers. Offer alternatives and focus on the value proposition of your products.

 What’s the best way to present insurance products?

Avoid jargon and complex explanations. Use clear language and practical examples to illustrate the benefits and potential risks.

How do I negotiate with clients?

Be transparent about pricing and terms. Focus on finding a solution that meets their needs and budget. Offer competitive rates and value-added services.

How do I close the deal?

Summarize the key points, address any remaining concerns, and ask for the sale directly. Be confident and professional, but don’t pressure clients.


Selling insurance is a rewarding and lucrative career, but it is also a challenging and competitive one.

You need to have the right skills, strategies, and mindset to succeed in selling insurance in 2023.

By following these steps, you can sell insurance like a pro in 2023, and achieve your goals and dreams.

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