Category: Career Tips

Best and Worst Phrases to Use When Selling Insurance

Posted by: Agent Hub

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Whether you are a skilled and experienced agent or a beginner in the insurance industry, there are likely ways you can improve your sales practice — and it all starts with your words. Here are some suggestions of words or phrases you may want to add — or delete — from your sales pitch vocabulary:


Talk about benefits and solutions that a policy or specific coverage would provide. Those who succeed the most in sales work to solve problems or concerns their customers have, rather than simply listing the features or specifications of the product. Be sure to help your clients understand what you are offering in the context of how it will benefit them.

1. Try using words like “we” and “us” or “let’s.” Although not perfect for every conversation or situation, using words that show a sense of collectiveness or the idea of working together can be less intimidating to customers than being too direct or confrontational by saying “you.”

2. Focus on value rather than price. While many people will always be concerned about the bottom line affecting their wallets, a key to excelling in insurance sales is guiding your customers to see the value in the protection and coverage they are purchasing. This is also true even if the policy you are offering to a client is fairly cheap. Using the word “inexpensive” in place of “cheap” will help keep customers from thinking that the quality of coverage will be lower simply because the price is low.


1. Cover only the basics using technical jargon without providing explanations or making the policy understandable in a relatable way. For instance, some of the most commonly misunderstood phrases include actual cash value (ACV), sub-limit and liability coverage. Ensure that clients clearly understand terms before rushing to another task or question. After all, this could be a liability issue for both yourself and your agency!

2. Talk about yourself too much. While being personable and relatable to your customers can be helpful in gaining trust or loyalty, the majority of the focus should be on them, not you. Even if you are telling a story you hope will make your selling point, close out your narrative by bringing it back to how it relates to your customer’s own situation or lifestyle.

3. Ask questions that could come across as offensive or insulting. This type of phrase is a little trickier (and stickier) than most, since it can be difficult to determine what would be offensive to others if it is not to you personally. One of the best ways to avoid this is to practice with other team members in your agency by role playing or doing mock sales pitches. Hearing advice from others in practice can provide insight as to how your words and tone of voice can be interpreted.