Life Insurance Cold Calling Script
The exact life insurance cold calling script that converts 5% of conversations to appointments. Includes opener, objection handlers, voicemail script, and pro tips from agents making 50+ dials daily.
1The Opener
Hi, is this {{prospect_name}}?
Great! This is {{your_name}} with {{your_company}}. I'm reaching out to families in {{area}} because I've been helping people make sure they have the right protection in place for their loved ones.
Do you have just a quick minute? I'm not trying to sell you anything—I just want to see if it makes sense to have a conversation.2Discovery & Pitch
Perfect. So let me ask you: do you currently have any life insurance coverage in place—whether through work, a personal policy, or both?
[LISTEN carefully]
[If they have coverage through work:] That's great that you have something. But let me ask you this: do you know what happens to that coverage if you change jobs or get laid off? [Listen] Right—most employer policies aren't portable, so you'd lose that protection exactly when your family might need it most.
[If they have a personal policy:] Smart move. When's the last time you reviewed it? A lot of people I talk to find their coverage hasn't kept up with their life—new home, new kids, inflation. Would it be worth 15 minutes to make sure you're fully protected?
[If they have no coverage:] I appreciate you sharing that. Can I ask—is that because you haven't gotten around to it, or because you've been concerned about the cost? [Listen] Here's the thing—life insurance is actually much more affordable than most people think. And the younger and healthier you are, the cheaper it is.
Here's what I'd like to do: let's set up a quick 20-minute call where I can ask you a few questions about your situation and show you some options. No pressure, no obligation—just information. If it doesn't make sense for you, I'll tell you. Would {{day}} at {{time}} work?3Objection Handlers
Click an objection to see the response. Practice these until they're automatic.
Your Response
That's great—having something is better than nothing. But here's what most people don't realize: employer life insurance is usually only 1-2x your salary, which often isn't enough to replace your income. And if you leave that job, you lose it. A personal policy stays with you forever. Would it be worth 15 minutes to see if you have any gaps?
4Closing Options
Would {{day}} at {{time}} work for a quick 20-minute call, or is {{alternate_day}} evening better for you?
I can run a quick quote right now if you give me a few details. It'll take about 5 minutes. Would that work?
Let me send you some information first, and then we can schedule a call to discuss. What's your email?
I'll put some time on the calendar for {{day}} at {{time}}. We'll go over your options and you can decide if it makes sense. Sound fair?
Voicemail Script
Hi {{prospect_name}}, this is {{your_name}} with {{your_company}}.
I'm reaching out to families in {{area}} to make sure they have the right protection in place. Life insurance is more affordable than most people think, and the right policy can give your family real peace of mind.
I'd love to chat for just 15 minutes to see if we can help.
Call me back at {{your_phone}}. Again, that's {{your_phone}}. Thanks!Variables to Customize
{{prospect_name}}Prospect's name{{your_name}}Your first name{{your_company}}Your agency or company name{{area}}Their city or neighborhood{{age}}Their age or age range{{monthly_cost}}Example monthly premium (e.g., '$25'){{day}}Suggested appointment day{{time}}Suggested appointment time{{alternate_day}}Backup day{{your_phone}}Your phone numberPerfect For
- Life insurance agents building client bases
- Financial advisors adding life insurance to their practice
- Agents targeting young families
- New agents learning life insurance sales
- Agents following up on lead generation campaigns
- Agents doing needs-based selling
Not Ideal For
- Agents without term and whole life product knowledge
- Those uncomfortable discussing sensitive topics
- Agents looking for quick transactional sales
- Markets with very low life insurance awareness
Pro Tips
Call in the evenings (5pm-8pm) when both spouses are likely home
Lead with 'protection for your family' not 'life insurance'—it's less intimidating
Always ask about employer coverage first—it reveals gaps and opens conversation
Use specific dollar amounts when discussing affordability ('less than $30/month')
Life events (new baby, new home, marriage) are the best time to reach out
Follow up within 24 hours with a personalized email including sample quotes
Ask for referrals: 'Who else in your life might need to have this conversation?'
Common Mistakes
Being too morbid—focus on protection and peace of mind, not death
Not uncovering their 'why'—emotional reasons drive life insurance purchases
Quoting without doing a needs analysis first
Giving up when they say 'I have coverage through work'—dig deeper
Not involving both spouses in the decision process
Forgetting to follow up—life insurance requires multiple touches
Practice Exercises
Practice the opener until it feels natural and empathetic
Role-play the 'I can't afford it' objection until you have the numbers memorized
Practice transitioning from needs questions to appointment setting
Record yourself and listen for filler words or rushed pacing
Shadow experienced life agents on their calls
Tone & Delivery
Empathetic, caring, and never pushy. Life insurance is emotional, so connect with why it matters—protecting the people they love. Slow down when discussing sensitive topics. Use phrases like 'peace of mind' and 'taking care of your family.' Avoid industry jargon like 'death benefit' in early conversations.
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