Overcoming ‘I need to think about it’ in life insurance sales

These six words to salespeople are like fingernails on a chalk board: “I need to think about it.”

It’s the most difficult common objection to overcome for most life insurance agents, especially those who are new or part-time to the business. It might even be worse than “I’m not interested.” At least with that, you know where you stand and can look at yourself in the mirror and start to figure out where you messed up.

A great sales call flows like a snowball off the top of a mountain. It starts slow and easy, then gains speed and size to a point where it is unstoppable.

But here’s the key: If you don’t tightly pack the snowball tightly at the top of the mountain, the likelihood of it falling apart when it hits a big rock on the way down is higher.

Let’s zero in on how to set yourself up for success in your sales presentation from the top of the mountain.

What are the five most common objections for life insurance?

You are all too familiar with these if you have been selling life insurance (or any type of financial services or insurance products).

The key here is building an approach that assumes you will hear all these objections at some point in the discussion. We harp on this in sales training: Create a conversation that focuses on preventing objections before they become objections. Here are the five we hear most and how you can begin preventing them.

• Fear of commitment: Discussing life insurance in general can make people uncomfortable. Most clients do not know how it works, which creates an internal fear of making the wrong decision on a long-term financial commitment. You must address it early in the discussion, making sure they understand it in the most simple terms. If they can explain it to their spouse or friends, then they will feel empowered to make a purchase decision.
• Financial concerns: This should be addressed early in the discussion. Affordability and the cost of life insurance will always come up. Don’t let “I can’t afford life insurance” snatch defeat from the jaws of victory. LIMRA reports that 72% of Americans overestimate the cost of life insurance and 54% of those are relying on their gut instinct or a guess. This is an opportunity for the agent willing to take the time to better explain how it works and review accurate costs.

Try an approach like this: “Most people I meet with are in two boats. The first is the majority of people believe life insurance is too expensive. The second is that about one-fourth are unsure how it works, which prevents them from making a decision. Which one of those boats would you say you are in?”

• Genuine need for time: This is one of the most common insurance sales objections. And it is legitimate. For example, it’s common for older folks to want to include their loved ones in the discussion. And it’s common for younger folks to want to ask their parents for advice.

 This goes back to the first point. You will experience this more often when you haven’t done a thorough job of explaining the “how it works” part of life insurance from the start. The more your prospect understands how it works and can explain it in simple terms, the more confident they will be to make a decision. This won’t eliminate 100% of these concerns, but you can certainly influence the number of times it comes up.

• Going to stay with current life insurance policy: Most agents think the client was just price shopping their current insurance coverage. We disagree. Most people don’t like to deal with life insurance, so if they are talking to you they have an issue of some sort. This should be dealt with early in the discussion. You should thoroughly review their current policy with them present. It will build their confidence for the discussion.

 Many older policies, specifically permanent policies such as universal life, are vastly underperforming and set to lapse. This is a fantastic time to call their life insurance company with your prospect on the phone and find how long the policy is set to stay in force based on their current funding. Your role is to facilitate the discussion with the current insurance company and allow them to tell your prospect (their customer) the news.

Acknowledging these common life insurance objections will help you empathize with the prospect and tailor your response. More important, addressing these thoughtfully will dramatically improve your chances of success.

Let the game come to you: Ask great questions

The rock stars of the life insurance sales process build their fact finding around - wait for it - life. They know the path to solving a customer’s issue is through a serious, sometimes involved discussion about where they are and where they want to go.

Too often, agents are in a hurry. Sometimes they jump to conclusions. Or worse, they assume. And we all know where that path ends. The insurance industry is littered with former agents who didn’t have patience.

Football coaches will tell you the greatest quarterbacks are those who can let the game come to them. They analyze the entire field. They are patient. They lure the defense in like a fish to a worm. They can’t be rattled or surprised.

One way for handling objections at the end is to ask thought-provoking questions at the start. These questions invite the prospect to share their goals, concerns and aspirations, helping you understand their priorities on a deeper level.

Here are five examples of such questions, with a couple of follow-ups for each:

1. What does financial peace of mind look like for you?
   • Specifically, what does financial stability look like in:
     • 5-10 years?
     • 20 years?
   • Where are you on this financial planning journey?
2. What keeps you up at night when you think about your family’s future?
   • Describe the three most worrisome scenarios.
   • What are you doing currently to address those concerns?
3. How well have you planned for the unthinkable if something were to happen to you?
   • Describe the situation your family would face if it happened tomorrow.
   • Where are you in the process of planning for this?
4. What kind of mistakes have you seen others make that you won’t make?
   • Professionally?
   • Intellectually?
   • Personally?
5. What kind of legacy would you like to leave?
   • For your family?
   • For others?

By starting with these high-level questions, you set the stage for a meaningful conversation and show genuine interest in the prospect’s life and goals.

Proactive strategies to overcome life insurance objections

In addition to asking the right questions, there are other proactive steps you can take to minimize objections.

• Build rapport and trust early. Establish a strong connection with your prospect. Demonstrate genuine care by listening actively and showing empathy. Share relatable stories that illustrate the importance of life insurance. Make it personal and memorable.
• Simplify the decision-making process. KISS. Be clear and avoid jargon. Get objections out of the way early, such as explaining how life insurance fits into their budget or how it aligns with their financial goals.
• Create urgency without pressure. Address the risks of delaying without resorting to scare tactics. Share real-life examples of families who benefitted from timely decisions.

In conclusion, managing “I need to think about it” requires preparation and finesse. Uncover objections through a thoughtful discussion. Remember, each objection is an opportunity to build trust, improve your craft and help your clients make decisions they won’t regret.

© Entire contents copyright 2025 by InsuranceNewsNet.com Inc. All rights reserved. No part of this article may be reprinted without the expressed written consent from InsuranceNewsNet.com.

overcoming objections life insurance

Drew Gurley is a licensed life insurance expert with nearly 15 years of experience. During his career as both a licensed life insurance agent and industry executive he has helped thousands of clients with their life insurance needs through his work at Redbird Advisors and Senior Market Advisors.