How to use these scripts
Do not memorise them word for word. Each script shows the shape of a good call: open, discover, handle the objection, ask for the next step. Run each one as a role play: one person plays the agent, one plays the client using the brief, and a third scores the call with the checklist at the end of this page.
These are training examples. Adapt the wording to your products, your carrier's guidelines and the compliance and disclosure rules that apply where you sell.
Script 1: Life insurance lead follow-up
Client brief: requested a life insurance quote online two days ago, has two young children, is busy and slightly regrets filling in the form.
Agent: Hi Sam, it's Alex from Northfield Insurance. You asked for a life insurance quote on Tuesday. Is now a bad time for five minutes?
Client: I'm a bit busy. Can you just email me a price?
Agent: I can. To make the price accurate, can I ask three quick questions? What made you look at life cover this week?
Client: We just had our second child and my wife mentioned it.
Agent: Congratulations. If something happened to you, what would you want the cover to take care of first: the mortgage, childcare, or the kids' education?
Client: The mortgage, mainly.
Agent: That helps. I'll prepare two options sized around the mortgage. Could we look at them together on Thursday at 6, with your wife on the call so you can decide together?
Coach on: earning the right to ask questions, connecting the cover to a personal reason, and booking a joint decision call instead of emailing a price.
Script 2: "I already have coverage through work"
Client brief: has group life cover through an employer, assumes it is enough, has never checked the amount.
Client: I'm covered through work, so I don't need this.
Agent: That's a good start, a lot of people have nothing. Do you know roughly how much it pays out?
Client: Not really. Twice my salary, I think.
Agent: Two things worth checking, then. How many years would twice your salary keep the household going? And what happens to the cover if you change jobs?
Client: I hadn't thought about changing jobs.
Agent: Most people haven't. Let's look at what your work cover pays, what your family would need, and whether there's a gap at all. If there isn't, I'll tell you.
Coach on: never dismissing existing cover, asking questions that let the client discover the gap, and offering an honest review.
Script 3: "It's too expensive" / "I need to think about it"
Client brief: likes the proposal, worried about the monthly cost, uses "I'll think about it" to end the call.
Client: It looks good, but it's more than I wanted to spend. Let me think about it.
Agent: Of course. So I know what to look at, is it the monthly amount itself, or whether the cover is worth it?
Client: The monthly amount. Money is tight right now.
Agent: That makes sense. What monthly amount would feel comfortable?
Client: Maybe 40 a month.
Agent: We can get close to that by adjusting the term or the amount, and keep the mortgage covered, which was your priority. Shall I show you that version now?
Coach on: separating a price objection from a value objection, letting the client set the budget, and adjusting the solution instead of pressuring.
Script 4: Home and auto policy review
Client brief: existing auto client, home insured elsewhere, renewal coming up, sceptical of being sold to.
Agent: Hi Maria, your auto policy renews next month and I like to review it with every client before then. Do you have ten minutes this week?
Client: Is this a sales call?
Agent: It's a review. I'll check your auto cover still fits, and if it's useful I can compare your home policy too, since bundling sometimes lowers the total. If it doesn't, I'll say so.
Client: My home insurance is with another company. I'm fine with them.
Agent: Good to hear. When it renews, would you like me to send a comparison so you have a benchmark? No obligation to switch.
Coach on: leading with service, being transparent about the cross-sell, and asking for permission to compare rather than pushing a switch.
Script 5: Commercial insurance renewal (small business)
Client brief: owner of a 12-person contracting firm, happy with the current broker, renewal in 60 days, recently took on bigger contracts.
Agent: Hi Dan, I work with contractors in the area. I saw you've been winning larger commercial jobs. Has anyone checked whether your liability limits still match those contracts?
Client: I've had the same broker for eight years. I'm happy with him.
Agent: Eight years is a good relationship, I wouldn't ask you to drop that. The bigger contracts often require higher limits or specific endorsements. Has your broker reviewed the new contract terms with you?
Client: Not yet, actually.
Agent: Then a second opinion before your renewal could be worth 20 minutes. If everything lines up, you'll know you're covered. Does next Wednesday work?
Coach on: using a business trigger to open, respecting the existing relationship, and positioning a review as risk control rather than a switch.
Practise these five calls against an AI client
Closer plays the client from each brief, raises the objection and scores the agent after every call. New producers can run each script ten times before they speak to a real lead.
Set up practice for my agencyInsurance objections to drill
- "I already have coverage through work."
- "It's too expensive."
- "I need to talk to my spouse."
- "I'm happy with my current agent."
- "I'm young and healthy, I don't need it yet."
- "Just email me the quote."
Role play scorecard for insurance agents
| Area | Question to score (1 to 5) |
|---|---|
| Opening | Did the agent give a clear reason for the call and ask permission to continue? |
| Needs discovery | Did they uncover who and what the client wants to protect? |
| Objection handling | Did they acknowledge and clarify before answering? |
| Honesty | Did they avoid pressure and say when cover was not needed? |
| Next step | Did they book a specific, dated next step? |
Use the same scripts to hire producers
A licensed candidate is not a proven one. Put each candidate through script 2 or 3 before the interview and compare scores. More on that in our call-based sales assessment test.