The Science of Selling Insurance – What Works and What Doesn’t
The insurance industry is constantly changing and evolving, which means that the science of selling insurance is also continually changing and evolving. What works today might not work tomorrow, and vice versa. That being said, there are specific selling techniques that have been proven to be adequate time and time again. This article will look at some insurance selling strategies that work and those that don’t.

Strategies that Work


Cross-selling is trading additional products or services to an existing customer. For example, if you’re a car agent and your customer already has a car coverage, you could cross-sell them on homeowners insurance or life insurance. When dealing with the corporate world, banks, and other large organizations, cross-selling is an effective way to increase revenue without having to acquire new customers.

Typically, cross-selling is an influential technique because it allows you to sell more products to your existing customer base without finding new customers. Since you already have a relationship with the customer and they trust you, they’re more likely to buy additional products from you. But, to succeed at cross-selling, you must thoroughly understand your customers’ needs and wants.


Up-selling is similar to cross-selling, but instead of selling additional products, you’re trading upgraded or premium versions of the product they’re already interested in. For example, if you’re selling car insurance, you could up-sell your customer to a more comprehensive coverage plan. Or, if you’re trading life insurance, you could up-sell your customer to a higher coverage amount.

Often, up-selling is an effective technique because it allows you to increase the value of each sale without having to find new customers. To succeed at up-selling, you need to thoroughly understand your product offerings and what differentiates the premium versions from the basic ones.

Referral Selling

Referral trading involves customers referring your products or services to their friends, family, or colleagues. This is an effective technique because it allows you to tap into your customer’s social network and reach new potential customers and insurance leads that you wouldn’t have had access to otherwise.

To be successful at referral trading, you need to have a product or service that people are happy with and willing to recommend to others. It would be best if you also made it easy for customers to refer your products or services by providing them with referral cards or a referral code.

Strategies that Don’t Work

Hard Selling

Hard trading is a technique characterized by high-pressure tactics and a “take it or leave it” attitude. This is often seen as pushy and aggressive and can quickly turn off potential customers.

In general, hard trading techniques don’t work because they’re not customer-focused. Instead of trying to understand the customer’s needs and wants, hard trading relies on forcing the customer to make a purchase. This approach doesn’t usually result in long-term customers, as they’ll likely go elsewhere to find a better experience.

Cold Calling

Cold calling is reaching out to potential customers who have not expressed interest in your product or service. This is often seen as intrusive and annoying and can quickly turn off potential customers.

More often than not, cold calling techniques don’t work because they do not focus on the customer. Instead of trying to understand the customer’s needs and wants, cold calling relies on making a pitch and hoping that the customer is interested. This approach rarely results in long-term customers, as they’ll likely go elsewhere to find a better experience.


Spamming is the act of sending unsolicited messages, typically advertising, to a large number of people. This often seen as intrusive and annoying, and it can quickly turn off potential customers.

Fairly often, spamming does not work because it’s not customer-focused. The technique relies on interrupting people with messages that they didn’t ask for and are likely not interested in. The only hope is that a small percentage of people will be interested in the product or service and will take action. But, more often than not, spamming turns people off and damages your brand.

Now you know the science of selling insurance! By understanding what works and what doesn’t when selling coverage, you can be sure that you’re using the most effective techniques to close more sales and grow your business. Remember, the most important thing is always to keep the customer’s needs and wants at the forefront of your mind – if you do that, you’ll be sure to succeed in the insurance business.

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Emma Graham

Emma Graham is the Senior Digital Marketing Manager at Hometown Quotes. While one of the few team members who was not a former Insurance Agent, she does feel being someone who has had insurance for the past few decades gives her some credibility!


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