Objections. Like insects in summertime, if you’re in insurance sales, you know objections are coming. It’s part of the job, so you may as well have the equivalent of bug spray and citronella candles ready to lessen the frustration when they arrive.

The first step to effectively dismantle an objection is to identify the underlying reason the potential client seems to be disinterested. What’s really going on with your prospect that is making them resistant? We’re breaking down the top three most common objections and sharing solutions for each. 

The Price Objector

Some prospects may come right out and tell you, “That quote is too high,” but not everyone is comfortable discussing money, so you’ll need to suss out if this is the root of their hesitation.

If a client requests a quote comparison on differing deductibles or coverage limits, that’s a good sign they are trying to find a cheaper option. You can easily help normalize budget consciousness by mentioning up front that you always try to get your customers the best possible deal, and that you’ll do whatever you can to find them a policy they’re comfortable with. Be gracious and accommodating about changing options and giving multiple quotes.

If you’ve determined you’re dealing with a price objector, be sure to mention any perks or freebies that come with a specific insurance carrier’s policy, like freeze detectors, discounted security systems, or lowered premiums for certain situations.

The Annoyed Shopper

When some prospects are annoyed, you’ll sense it right away. Impatience, brusqueness, an irritable tone—it will be obvious that they’re not interested in what you have to say.

However, there are other, more subtle signals that you’ve reached an annoyed or uninterested prospect as well. If your prospect seems distracted, unenthusiastic or even too saccharine-sweet, those can also be signs of annoyance.

Unless you have the rare ability to quickly move others away from annoyance with your wit or charm, you’re probably better off delaying your conversation until they are in a more receptive mood. Put the blame on yourself with a statement like, “It sounds like I called you at a bad time,” which can also make your prospect feel understood. Offer to call (or email) back at a time that is better for them, then let them hang up. It’s hard to sell to someone who is tuning you out. 

The Misinformed & Uneducated Shoppers

Prospects in the Uneducated Shopper category could be anyone from the guy who didn’t realize filling out a form online would require a follow-up phone call, to the person who has never had homeowners insurance and doesn’t understand the coverage nuances. Their objections could be baseless, founded in ignorance or misunderstanding, but they are still objections.

Patience is your friend with this type of insurance shopper. Adopt the mindset that you are their advocate, one who is there to help educate and guide them. Make empathetic statements (“This is confusing for a lot of people,” or “Don’t worry, I’ll walk you through each step and option so you have a better idea of the coverage you’ll need”) and don’t allow a hint of condescension to enter your voice. Answer and explain until you’re both on the same page. At some point, they may realize their initial comprehension was imperfect, which could make them feel embarrassed. If that happens, be gracious, make another empathy statement and get back to meeting their insurance needs.


These are the three most common insurance objectors you may come across, but flexibility, careful listening and preparation can help you turn the conversation around. When you deal with any resistant prospect, trying to figure out why they are objecting can give you the insight you need to squash their objection.

If you’d like more insights into how to overcome objections and close more deals, all of the Regional Managers at Hometown Quotes have backgrounds as successful insurance salespeople. Call us at 800-820-2981, and we’ll be happy to share our thoughts.


Bailey Hubner

Bailey Hubner is the Email Marketing Specialist at Hometown Quotes and Staff Writer for Hometown University.

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