Let’s face it — most insurance agents are handed cookie-cutter sales scripts that sound robotic and outdated. Clients can spot it a mile away. In 2025, if you’re not customizing your message, guiding the conversation, and actually listening, you’re leaving money on the table.
This blog gives you proven sales scripts, strategic frameworks, and real talk on what to say and when to say it — whether you’re selling life insurance, annuities, or Medicare.
🧠First: What a Sales Script Should Be
A script isn’t something you read word-for-word. It’s a framework to:
- Stay confident and on track
- Control the flow of the conversation
- Ask the right questions
- Address objections proactively
- Guide toward a decision (without pressure)
The best agents sound natural, not rehearsed — because they practice their process until it feels like a conversation.
💡 The Core Sales Strategy Framework (AE’s 4 Ps)
Whether you’re on the phone, Zoom, or in-person — use this proven structure:
1. Profile
Get to know them. Build rapport and uncover needs.
Script Sample:
“Before we go into any numbers or options, can I ask — what made you decide to look into this now?”
2. Problem
Identify the emotional pain point.
Script Sample:
“If something unexpected happened, what’s your biggest financial concern for your family?”
3. Possibility
Paint a picture of life with a solution in place.
Script Sample:
“If we could set something up that protected your family and fit your monthly budget — would that give you peace of mind?”
4. Plan
Present the solution in plain language and get buy-in.
Script Sample:
“Here’s what I recommend: a [term/permanent] policy for [$X], which ensures [benefit]. It checks all the boxes you mentioned. Want to see what that looks like?”
đź“ž Phone Script for Cold or Warm Leads (Life Insurance)
Opener:
“Hi [Name], this is [You] — I’m the licensed agent who helps families in [state/area] figure out affordable life insurance options. Is now a good time for a quick call?”
Build Trust:
“Most people I talk to are either looking to protect their family, cover final expenses, or build some long-term savings. Do any of those apply to you?”
Lead into Discovery:
“Mind if I ask a few quick questions so I don’t waste your time with the wrong options?”
Transition to Solution:
“Thanks for that. Based on what you shared, I have a few recommendations — and one that stands out. Can I walk you through it?”
Close:
“If it fits your budget and gives you the protection you’re looking for, would you want to go ahead and apply today — or do you need time to think it over?”
🛠Pro Tip: With Agency Engineer’s call tracking and scripts tool, you can build and test custom versions of this script — and track which ones convert best.
🧓 Medicare Script for AEP Season
Opener:
“Hi [Name], I’m [You], a licensed agent helping folks on Medicare find plans that actually match their doctors, meds, and budget. Are you currently reviewing your plan for this year?”
Build the Why:
“Many people I talk to didn’t realize their current plan dropped one of their prescriptions or doctors — I’m here to make sure you’re not missing anything.”
Ask Permission to Review:
“Can I grab a few details to run a free side-by-side comparison for you? There’s no pressure — just clarity.”
🧮 Objection-Handling Scripts (Reframing = Everything)
❓“I need to think about it.”
“Totally fair — quick question: are you unsure about the coverage, the price, or just the timing?”
❓“I can’t afford it.”
“Let’s make sure we’re looking at something affordable and meaningful. If we could find a plan that’s less than [$2 a day], would you want to see it?”
❓“I’m not ready yet.”
“No rush at all. I’ll be here when you are. Just so I can follow up at the right time — are we talking weeks or months?”
🛠Pro Tip: Objections aren’t rejections. With AE’s objection-response library, agents can click-to-send tested responses by text, email, or even in DMs.
🧠Bonus: Cross-Sell Script Template
Use this during a policy review or renewal call:
“Now that we’ve got your [life policy/Medicare plan] squared away, I want to ask — do you have anything set up for [retirement income / final expenses / your spouse]? I might be able to help with that too.”
🚀 Strategy That Wins: Personalization + Process
Here’s what the top agents in 2025 are doing:
- Using CRM data to tailor scripts to client profiles
- Automating follow-ups with built-in scripts and email flows
- Running discovery-focused calls instead of generic pitches
- Practicing objection handling with real-world scenarios
And most importantly: they’re never winging it.
âś… Ready to Sell Smarter (Not Harder)?
🎯 If you want customizable, proven scripts and templates — along with tools to deliver them at the right time — Agency Engineer is your platform.
👉 See the AE Sales Script & Strategy Hub
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