12 Proven Life Insurance Sales Scripts to Close More Deals

Life Insurance Sales

You ever get that sinking feeling when a prospect shuts you down before you even get to the good stuff? It’s like you’re pitching a slam-dunk, and they’re already halfway out the door. Selling life insurance isn’t easy—folks are skeptical, budgets are tight, and let’s be real, nobody wakes up excited to talk about premiums. But here’s the thing: a killer sales script can turn that “no thanks” into “tell me more.” I’m not talking about some robotic, one-size-fits-all spiel. I mean scripts that feel like a conversation, build trust, and get prospects nodding along. In this post, we’re sharing 12 proven life insurance sales scripts that’ll help you connect, persuade, and close more deals. Plus, we’ll throw in tips to make sure you’re not just reading lines but actually selling. Ready? Let’s get to it.

Why Scripts Are Your Secret Weapon in Life Insurance Sales

Picture this: you’re on a call, the prospect’s distracted, and you’ve got 30 seconds to hook them. Without a script, you’re scrambling, maybe tossing out jargon like “term life” or “cash value” that makes their eyes glaze over. A good script is like a roadmap—it keeps you on track, hits the right emotional notes, and makes you sound like you’ve got it together. Scripts aren’t about memorizing a monologue; they’re about having a plan so you can focus on listening, not panicking.

Why do they matter? For starters, they save time. You’re not reinventing the wheel every call. They also boost confidence—knowing you’ve got a solid opener or a way to handle “it’s too expensive” feels like walking into a meeting with a cheat sheet. And here’s a stat to chew on: according to HubSpot, salespeople who follow a structured process (like using scripts) close 20% more deals than those who wing it. That’s not pocket change when you’re hustling for commissions.

But scripts aren’t just for newbies. Even seasoned agents can hit a rut, especially when prospects start throwing curveballs like “I already have insurance” or “I need to think about it.” A script gives you a fallback, a way to pivot without missing a beat. So, whether you’re a rookie or a pro, these scripts are about to become your best friend.

What Makes a Life Insurance Sales Pitch Click?

Before we jump into the scripts, let’s talk about what makes a pitch work. It’s not just about saying the right words—it’s about connecting. Think of it like cooking: you need the right ingredients, mixed just so, to get that perfect flavor. Here’s what goes into a winning life insurance sales pitch:

• Know Your Prospect: Are they a young parent worried about their kids’ future? A retiree thinking about legacy? Tailor your pitch to their life stage. A little CRM digging (like using Salesforce or Zoho) can tell you if they’ve got a newborn or a mortgage.
• Build Rapport: People buy from people they like. A simple “How’s your day going?” or a nod to their hometown can break the ice. It’s not rocket science, but it’s gold.
• Tackle Objections: Prospects will push back—cost, timing, whatever. A good pitch anticipates these and has answers ready, like a boxer dodging punches.
• Close with Guts: Don’t just trail off with “So, what do you think?” Use an assumptive close, like “Let’s get this set up for you—sound good?” It’s bold but effective.

Here’s a quick tip: record yourself practicing. Sounds awkward, I know, but hearing your tone and pacing can show you where you’re killing it or where you sound like a used-car salesman. Now, let’s get to those scripts—you’re gonna want to bookmark this.

12 Proven Life Insurance Sales Scripts to Seal the Deal

These scripts are battle-tested, designed for different scenarios you’ll face in the field. Each one comes with a quick rundown of when to use it and why it works. Feel free to tweak them to fit your style—just don’t stray too far from the core. Let’s roll.

Script 1: The Warm Cold Call Opener

When to Use: Kicking off a cold call to a warm lead (someone who’s shown interest, like filling out a form).
Why It Works: It’s polite, gets to the point, and gives the prospect an easy out, which paradoxically makes them more likely to stay on.

“Hi [Prospect Name], this is [Your Name] with [Company]. I noticed you were looking into life insurance options to protect your family’s future. I’d love to share a couple of plans that might fit your needs. Is now a good time for a quick chat, or should I catch you later?”

Pro Tip: Smile when you say this—it comes through in your voice. If they say “not now,” set a specific follow-up time, like “Cool, how’s tomorrow at 3 PM?”

Script 2: The Budget-Friendly Reassurance

When to Use: When a prospect says, “It’s too expensive” or “I can’t afford it.”
Why It Works: It shows empathy and pivots to solutions without being pushy.

“I totally get it, [Prospect Name], budgets are tight for a lot of folks. I’ve worked with clients who felt the same way, but we found plans that fit their wallet without skimping on coverage. Can I walk you through a couple of affordable options to see what works for you?”

Note: Follow up with a specific example, like a term life plan with low monthly payments. Numbers make it real.

Script 3: The Family-First Hook

When to Use: Pitching to parents, especially with young kids.
Why It Works: It taps into their emotional priority—keeping their family safe.

“As a parent myself, [Prospect Name], I know your kids are your world. Life insurance is about making sure they’re taken care of, no matter what life throws at you. Want to hear how we can set up a plan that gives you peace of mind for their future?”

Digression: You know what’s wild? I was talking to a client the other day who said she never thought about insurance until her kid started kindergarten. It’s like a switch flips when you realize how fast life moves. This script works because it meets parents where they’re at.

Script 4: The “I Already Have Insurance” Pivot

When to Use: When a prospect says they’re covered but might not have the best plan.
Why It Works: It respects their decision while planting a seed of doubt.

“That’s awesome, [Prospect Name], it’s great you’ve got coverage in place. A lot of my clients thought they were set too, but when we reviewed their policies, we found gaps—like not enough coverage for their growing family. Mind if I ask what kind of plan you have, just to see if there’s a way to make it even better?”

Tip: Be curious, not confrontational. This opens the door to a deeper convo.

Script 5: The Retiree Legacy Pitch

When to Use: Targeting older prospects focused on leaving a legacy.
Why It Works: It speaks to their desire to make a lasting impact.

“[Prospect Name], I’ve worked with a lot of folks your age who want to leave something meaningful behind for their kids or grandkids. Our policies can help you do that without stretching your budget. Curious to hear what kind of legacy you’re thinking about?”

Note: Pair this with a story about a client who used insurance to fund a grandchild’s college education. Stories sell.

Script 6: The Follow-Up After a Missed Call

When to Use: Reconnecting after a prospect didn’t answer or bailed on a scheduled call.
Why It Works: It’s low-pressure and shows you’re persistent without being annoying.

“Hi [Prospect Name], it’s [Your Name] from [Company]. I tried reaching you earlier to chat about some life insurance options that could work for you. I know life gets busy, so I figured I’d try again. When’s a good time to connect for a quick 5-minute call?”

Pro Tip: Leave a voicemail with this script if they don’t pick up. Keep it under 20 seconds.

Script 7: The Cross-Sell to Existing Clients

When to Use: Pitching life insurance to someone who already has another policy (e.g., auto or home) with your company.
Why It Works: It leverages trust from the existing relationship.

“[Prospect Name], since you’ve already got your [auto/home] coverage with us, I wanted to touch base about protecting your family with life insurance. We’ve got some great options that sync up with what you’ve already got. Can I share a quick example of how it works?”

Note: Mention any discounts for bundling—it’s a big motivator.

Script 8: The Objection-Buster for “I Need to Think About It”

When to Use: When a prospect stalls with “I’ll think it over.”
Why It Works: It gently pushes for clarity without being aggressive.

“I hear you, [Prospect Name], it’s a big decision, and you want to get it right. Can I ask what’s holding you back? Sometimes talking it through helps clear things up, and I can answer any questions to make sure you’re 100% confident.”

Tip: Listen closely to their response—this is your chance to address the real issue.

Script 9: The Young Professional Pitch

When to Use: Targeting millennials or Gen Z with starter plans.
Why It Works: It’s relatable and focuses on affordability and flexibility.

“Hey [Prospect Name], I know you’re hustling to build your career and life right now. Life insurance might not be top of mind, but locking in a low-cost plan now can save you big later. Want to see how we can get you covered for less than your Netflix subscription?”

Digression: Isn’t it crazy how we’ll drop $15 a month on streaming but hesitate on something like this? I guess it’s because insurance feels “serious.” This script flips that by making it feel approachable.

Script 10: The Assumptive Close

When to Use: When you’ve built rapport and sense they’re ready to commit.
Why It Works: It assumes the sale, which nudges them to act.

“Alright, [Prospect Name], it sounds like this plan is a great fit for you and your family. I’ll get the paperwork started—does [date] work for you to finalize everything, or would you prefer sooner?”

Note: Use this sparingly—only when you’re sure they’re leaning yes.

Script 11: The Referral Ask

When to Use: After closing a sale, to get referrals from a happy client.
Why It Works: It capitalizes on their goodwill and keeps your pipeline flowing.

“[Prospect Name], I’m so glad we got this set up for you! If you know anyone else—like a friend or coworker—who might want this kind of peace of mind, I’d love to help them out too. Mind sharing my contact with them?”

Tip: Offer a small incentive, like a gift card, if your company allows it.

Script 12: The Emotional Closer

When to Use: When you need a final push to seal the deal with a hesitant prospect.
Why It Works: It leans on emotional resonance to drive home the stakes.

“[Prospect Name], at the end of the day, this isn’t about policies or premiums—it’s about making sure your family’s okay if something happens. I’ve seen what happens when folks aren’t prepared, and I don’t want that for you. Let’s take this step together—sound good?”

Note: Use this when you’ve built enough trust to go deep. It’s powerful but needs the right moment.

Leveling Up Your Scripts with Short Interactive Videos

Okay, let’s take a quick detour. You’ve got these scripts, but what if you could make them even more engaging? Enter short interactive videos. Imagine sending a prospect a 30-second clip where you deliver Script 1, smiling and looking right at them through their phone screen. Tools like Loom or Vidyard let you record personalized pitches that feel like a FaceTime call. You can even add clickable buttons—like “Book a Call” or “See Plan Details”—to make it stupidly easy for prospects to act.

Why videos? They’re personal, visual, and way harder to ignore than an email. A 2024 study by Wyzowl found that 89% of people are more likely to engage with a brand after watching a video. For insurance agents, this is a game-changer. You could record a version of Script 3 for parents, pop it into an email, and watch your response rates climb. Plus, videos let you show your personality—crack a joke, share a quick story, whatever makes you you. Just keep it short—30 to 60 seconds max. Nobody’s got time for a TED Talk.

Here’s how to do it:

• Pick a Script: Start with Script 1 or 3—they’re short and punchy.
• Record with Confidence: Use a tool like Loom, smile, and keep it conversational. No need for Hollywood production—just a clean background and good lighting.
• Add Interactivity: Use Vidyard to include a “Schedule a Call” button or a link to a quote form.
• Send Strategically: Embed the video in an email with a subject line like “A Quick Idea for Your Family’s Future.”

Try this for a week, and I bet you’ll see more replies than you do with plain calls or emails. It’s like giving your script a superpower.

Tips to Make Your Scripts Shine

Scripts are great, but they’re not magic. Here’s how to make them work harder for you:

• Personalize Like Crazy: Use the prospect’s name, reference their situation (e.g., “I saw you just bought a house—congrats!”), and tweak the script to fit. Generic pitches get ignored.
• Practice, But Don’t Sound Rehearsed: Run through the scripts until they feel natural, like you’re chatting with a friend. Record yourself to catch any “robot vibes.”
• Listen More Than You Talk: A script is a guide, not a monologue. If they’re dropping hints about their worries, pivot to address those.
• Use a CRM: Tools like HubSpot or Insureio can track which scripts you used and how prospects responded. Data’s your friend.
• A/B Test: Try two versions of Script 1 with different openers. See which gets more “yeses” and double down on it.

Here’s a wild idea: create a “script playlist” in your CRM. Tag each script by scenario (cold call, objection, close) so you can pull up the perfect one mid-call. It’s like having a DJ for your sales game.

Mistakes That’ll Tank Your Pitch (And How to Fix Them)

Even the best scripts can flop if you’re not careful. Here are some common slip-ups and how to dodge them:

• Sounding Like a Robot: If you’re reading word-for-word, prospects will tune out. Fix it by practicing until the script feels like your words.
• Ignoring Objections: Brushing off “It’s too expensive” with “But it’s a great plan!” is a death sentence. Use Script 2 to validate their concern and pivot.
• Using Jargon: Terms like “whole life” or “underwriting” can confuse folks. Stick to plain language, like “a plan that grows with you.”
• Giving Up Too Soon: If they say “not now,” don’t ghost them. Use Script 6 to follow up and stay on their radar.

I’ll let you in on a secret: I once bombed a pitch because I kept saying “actuarial value” like it was a magic spell. The prospect just stared at me like I was speaking Martian. Lesson learned—keep it simple.

Wrapping It Up: Your Next Steps to Close More Deals

So, there you have it—12 life insurance sales scripts that can take you from “uh-oh” to “cha-ching.” These aren’t just words on a page; they’re tools to help you connect with people, ease their worries, and get them to say yes. And with short interactive videos, you can make those scripts pop like never before. Imagine the look on your manager’s face when your close rate spikes.

What’s next? Pick one script—maybe Script 1 or 3—and try it on your next five calls. Tweak it to fit your voice, and don’t be afraid to experiment with a video version. If you want to go all-in, download our free PDF of these scripts (link below) to keep them handy. And hey, if you’ve got a killer script of your own, drop it in the comments—I’d love to hear what’s working for you.

Selling life insurance isn’t just about commissions; it’s about giving people peace of mind. These scripts, paired with a little hustle and a lot of heart, can help you do just that. So, what’re you waiting for? Get out there and start closing.

Q&A: Your Burning Questions About Life Insurance Sales Scripts Answered

Got questions about how to make those life insurance sales scripts work for you? Or maybe you’re curious about using short interactive videos to boost your pitches? We’ve rounded up eight common questions from insurance agents like you and answered them with practical tips to help you close more deals. Let’s dive in!

1. What makes a life insurance sales script different from just winging it?

A life insurance sales script gives you a game plan, so you’re not fumbling for words when a prospect throws you a curveball. Unlike winging it, scripts help you stay concise, hit emotional triggers, and handle objections like “it’s too expensive” without breaking a sweat. They’re like a safety net—you can still improvise, but you’ve got a structure to fall back on. Plus, scripts save time and make you sound polished, which builds trust fast.

2. Can I use these scripts for cold calls, or are they only for warm leads?

Good news: the scripts in our blog, like the “Warm Cold Call Opener,” are versatile. They’re designed for both cold calls and warm leads. For cold calls, scripts keep you from sounding pushy by focusing on rapport—like asking, “Is now a good time?” For warm leads, you can tweak them to reference prior interest, like “I saw you checked out our plans online.” Just personalize based on the lead’s context, and you’re golden.

3. How do I avoid sounding robotic when using a life insurance sales pitch script?

Nobody likes a canned pitch. To sound natural, practice your life insurance sales pitch script until it feels like a conversation, not a recital. Record yourself to catch any stiff spots, and tweak the words to match your style—maybe swap “options” for “plans” if that’s how you talk. Most importantly, listen to the prospect. If they’re chatty, lean into that; if they’re skeptical, pivot to an objection-handling script. It’s about guiding the convo, not dominating it.

4. Why should I bother with short interactive videos for my pitches?

Short interactive videos take your life insurance script to the next level. A 30-second clip of you delivering a pitch—say, the “Family-First Hook”—feels personal and grabs attention way better than an email. Tools like Loom let you add buttons, like “Book a Call,” making it easy for prospects to act. A 2024 Wyzowl study says 89% of people engage more after watching a video. It’s like handing your script a megaphone—prospects can’t ignore you.

5. How do I know which life insurance sales script sample to use for a prospect?

It’s all about the prospect’s vibe. Young parents? Try the “Family-First Hook” to hit their emotional triggers. Retirees? Go with the “Legacy Pitch” to talk about leaving something behind. If they’re dodging you with “I need to think about it,” pull out the objection-buster script. Use a CRM like HubSpot to track their details—kids, job, past objections—so you can pick a life insurance sales script sample that fits like a glove. When in doubt, start with the “Warm Cold Call Opener” and adjust based on their response.

6. What’s the biggest mistake agents make with life insurance scripts?

The number-one flub? Sounding like a telemarketer reading a script word-for-word. Prospects can smell inauthenticity a mile away. Another biggie is ignoring objections—brushing off “It’s too expensive” instead of using a script to validate and pivot. To fix this, practice until the life insurance script feels like you, and always listen for cues to switch gears. Oh, and don’t give up after one call—use the follow-up script to stay in the game.

7. How can interactive videos help my team close more life insurance deals?

Interactive videos let your team deliver life insurance sales pitch scripts with personality and a call to action. Imagine your agents sending a quick Vidyard video with Script 3, smiling and talking directly to the prospect. You can add clickable links—like “See Your Quote”—to make next steps a no-brainer. Videos build trust faster than text, and they’re shareable across email or social. Train your team to keep videos under 60 seconds and personalize them for each prospect, and you’ll see response rates climb.

8. Where can I get more resources to improve my life insurance sales pitch?

You’re in luck! Our blog’s free PDF download has all 12 life insurance sales scripts ready to go—just grab it at the link below. Want more? Check out our post on “Handling Insurance Objections Like a Pro” for extra tips. For video know-how, Wyzowl’s blog has great guides on creating engaging clips. And if you’re serious about leveling up, platforms like Salesforce offer training on personalizing pitches with CRM data. Join our newsletter for weekly sales hacks, too!