Life insurance calling scripts that respect the person on the other end
Life insurance calls touch money, family, and mortality, so tone matters as much as the words. Most leads filled out a form or asked for a quote at some point and may not remember doing it, so the first job is to remind them, be clear about who you are, and earn the right to ask personal questions. Licensing and disclosure rules are also stricter than in most industries, so every line has to stay accurate.
Who you're calling
Adults who requested a quote, filled out a form, or were referred by a client: often parents of young kids, new homeowners, self-employed people, or someone who just had a life event. They care about protecting their family without overpaying or signing up for something they don't understand. They're tired of callers who won't say which company they're with, pitches for products they didn't ask about, and agents who push a policy before asking a single question.
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Script 1
New form-fill lead
Use when: Someone requested a life insurance quote online in the last day or two.
- You
Hi, is this [Name]? This is [Your Name], a licensed insurance agent with [Agency]. You requested a life insurance quote on [Website] yesterday, and I'm following up on that. Is now an okay time for a few minutes?
- Prospect
Oh, right. I just wanted a rough price. I don't want a sales call.
- You
That's completely fair. To give you a price that means anything, I need to ask a few questions, like your age, whether you use tobacco, and roughly how much coverage you have in mind. It takes about five minutes. Want to do that now, or is another time better?
- Prospect
Now's fine, I guess. I don't really know how much coverage I need.
- You
Most people don't, and that's part of what I can help with. Can I ask what got you looking now?
- Prospect
We just had our second kid, and my wife and I realized all we have is whatever my job gives me.
- You
Congratulations. Do you know roughly how much your work coverage pays out, and whether it stays with you if you change jobs?
- Prospect
I think it's one times my salary. No idea if it stays with me.
- You
That's worth checking with HR, because it doesn't always follow you. Here's what I'd suggest: I'll ask the quick health questions now, then we'll set up a 20-minute call with you and your wife where I show a couple of options side by side with estimated prices. Final pricing depends on underwriting, and you decide if anything makes sense. Sound fair?
- Prospect
Okay. But my wife needs to be on that call.
- You
Absolutely, she should be. Does Tuesday or Wednesday evening work better for both of you?
- Prospect
Wednesday, around seven.
- You
Wednesday at seven. I'll send a calendar invite and a short note on what to have handy, like the details of your work coverage. Talk to you both then.
Script 2
Aged lead or past inquiry
Use when: The person inquired months ago, didn't buy, and may not remember the form or the agency.
- You
Hi, is this [Name]? This is [Your Name], a licensed agent with [Agency]. Back in [Month], you asked for information about life insurance through [Source]. I'm calling to see if that's still on your mind, or if you've already taken care of it.
- Prospect
I don't remember doing that. Who is this again?
- You
Totally understandable, it was a few months ago. I'm [Your Name] with [Agency]. Your request came in through [Source] with this number on it. If it wasn't you, or you'd rather not be contacted, I'll remove you right now.
- Prospect
No, it was probably me. We were looking when we bought the house. We never did anything.
- You
That happens, life gets busy after a move. Is protecting the house payment still on your mind, or did that drop down the list?
- Prospect
It's on my mind. Honestly, I figured it would be too expensive.
- You
That's a common assumption. Sometimes it's true and sometimes it isn't. It depends on your age, health, and the type of policy. I can't give you a price without a few details, but I can give you an honest estimate in about ten minutes. Would that be worth doing?
- Prospect
Maybe. I'm at work right now, though.
- You
No problem. Would tomorrow at lunch or after work be easier? I'll keep it to ten minutes, and if the numbers don't make sense for you, that's the end of it.
- Prospect
After work. Like 5:30.
- You
5:30 tomorrow. I'll call this number and text you a reminder with my name and license number beforehand. Thanks, [Name].
- Prospect
Okay, talk then.
Script 3
Client referral
Use when: An existing client gave you a friend's or family member's name and said it was okay to call.
- You
Hi, is this [Name]? This is [Your Name], a licensed insurance agent with [Agency]. [Referrer] gave me your number and said it would be okay to reach out. I helped them with their coverage recently. Did they mention I might call?
- Prospect
She said something about it. I'm not really in the market, though.
- You
That's fine, and I'm not calling to sell you anything today. [Referrer] mentioned you started your own business this year. When people go out on their own, they sometimes lose the coverage they had through an employer. Is that something you've looked at?
- Prospect
Not really. I had something through my old job, but I haven't thought about it since.
- You
Do you have any coverage in place right now, as far as you know?
- Prospect
I don't think so. But I don't want to spend a lot. Money's tight while the business ramps up.
- You
That makes sense, and I wouldn't suggest anything that strains your budget. Some people in your spot start with a modest policy and adjust later, and others decide to wait. I'd rather show you real numbers so you can make that call yourself.
- Prospect
I'm not going to decide anything on the phone.
- You
You shouldn't have to. How about this: I'll ask three or four quick questions so the estimates are realistic, email you a short summary of a couple of options, and we'll set 15 minutes next week for your questions. If it's not for you, just tell me.
- Prospect
Okay. Next Thursday morning could work.
- You
Next Thursday at 9:30, then. I'll send the summary and a calendar invite today, and I won't share anything about our conversation with [Referrer].
- Prospect
Appreciate that. Go ahead with the questions.
Voicemail script
Hi [Name], this is [Your Name], a licensed insurance agent with [Agency]. I'm following up on the life insurance quote you requested on [Website]. I have a few quick questions so I can give you an accurate estimate, and there's no obligation. You can reach me at [Phone]. That's [Phone]. If you're no longer interested, just let me know and I'll stop calling. Thanks.
When someone else answers
If someone else in the household answers, keep the reason for your call general, because insurance inquiries are personal. Say: 'Hi, this is [Your Name] with [Agency], returning a request from [Name]. Is [Name] available?' If they ask what it's about, say it's about a request [Name] made and offer to call back. If it's a spouse or partner who wants to be involved, invite them to the follow-up call instead of pitching them on the spot.
Life Insurance objections and responses
- "I have coverage through work."
- That's a good start. Two things are worth checking: how much it pays out, and whether it stays with you if you leave the job. If it covers what your family would need and follows you, you may be set. If not, it's worth knowing the gap.
- "It's too expensive."
- It can be, depending on the policy. Before ruling it out, it's worth seeing a real estimate based on your age and health instead of a guess. If it doesn't fit your budget, we can look at less coverage or a shorter term, or you can decide now isn't the time.
- "I need to talk to my spouse."
- You should, since this affects both of you. Would it help to set up a short call with both of you, so they can ask their own questions instead of you having to relay everything?
- "I'm healthy. I don't need it yet."
- Glad to hear it. Health is one of the biggest factors in pricing and approval, which is why some people look while they're healthy. The real question is whether anyone would struggle financially if your income stopped. If not, you may not need it. If so, it's worth a look.
- "Is this a scam? Who are you with?"
- Good question to ask. I'm [Your Name], a licensed agent with [Agency], and my license number is [License Number]. You can look me up with your state's insurance department, and I'm happy to email my details before we go any further.
More responses in the objection library.
Tips for this industry
- Mention the request in your first sentence. Saying where and when they asked for information turns 'Who is this?' into 'Oh, right.'
- Ask what prompted the search before talking products. A new baby, a mortgage, and a new business each point to a different conversation.
- Invite the spouse or partner to the next call. Family protection decisions are usually made together, and leaving one person out tends to stall things.
- Keep the tone calm and plain. Skip scare tactics about death or illness; people decide better when they feel in control, not cornered.
- Say 'estimated' and 'depends on underwriting' when you talk about price, and mean it. It builds trust and keeps you accurate.
- Rehearse the 'I don't remember filling that out' moment. AI roleplay lets you practice the first 20 seconds against a skeptical prospect until your explanation is quick and calm.
Questions
How soon should I call a new life insurance lead?
As soon as is practical after the request comes in, while the person still remembers asking and is still thinking about it. Clarity matters as much as speed: if you call fast but can't explain who you are and where the request came from, the call won't go far.
Can I call people who filled out a form months ago?
It depends on what they consented to, how long ago it was, and the rules where they live. Check with your compliance team or lead vendor before calling aged leads, scrub against Do Not Call lists, and honor any request to stop right away.
How do I talk about price without making promises?
Give estimates and explain what moves them: age, health, tobacco use, coverage amount, and term length. Make clear that the final premium depends on underwriting. Prospects tend to trust a straight answer about uncertainty more than a number that changes later.
What should I do if the prospect gets emotional?
Slow down. If they mention a recent loss or health scare, acknowledge it and ask whether they'd like to continue now or another time. Pushing ahead in that moment damages trust, and a respectful pause often leads to a better conversation later.
Make the script sound like you
Practice it against AI prospects until it flows. 250 free credits, about 25 minutes of practice, no card.