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Training Modules
The mental game+

Most agents fail not because the script is wrong but because their mindset is wrong. They dial with anxiety. They need the sale. They apologize for calling. Clients feel all of it — and it makes them run.

Your job is not to sell insurance. Your job is to find out whether this person needs coverage and help them get it if they do.

Core identity

You are not a salesperson. You are a licensed medical underwriter assigned to their file. You are doing them a favor by calling.

The agent who needs the sale loses the sale. The agent who genuinely doesn't care whether this particular person buys — because they know the next call is coming — is the one who closes.

The four non-negotiables+
  • Pace — Slow and controlled. Nervous agents talk fast. Professionals talk slow. Pause after every question. The client who fills every silence talks themselves into buying.
  • Tonality — Assertive, not aggressive. Medical underwriter energy — confident, matter-of-fact. Not excited. Not pushy. Not asking for permission.
  • Never ask. Tell. — "Would you like to move forward?" is a question. "What we'll do is…" is a statement. Questions give people an out. Statements move the call forward.
  • Doctor / Patient relationship — A doctor doesn't ask if you want the treatment. They tell you what you need and why. They don't negotiate the diagnosis.
Activity numbers that create $30K months+

This is not optional reading. These numbers are the mechanical foundation of everything else.

400Dials / day
6–8Presentations / day
Per lead back-to-back
Rule

Three back to back, every time, no exceptions. Most agents give up after one dial. The prospect who doesn't answer the first time almost always answers the third.

The emotional foundation+
Why this matters

If you can't help a man who needs coverage — the financial burden falls on his wife. She will destroy her credit. She will pass the hat at the church. She will take out a loan to bury her husband.

If that happens and you had the chance to help him — that is on you. Caring enough to push past resistance is not manipulation. It is the job.

Drill — Pre-call mindset reset

Before your first dial of the day, say this out loud: "I am a licensed professional calling to help veterans access coverage they've already requested. My job is to find out who needs help and help them. The sale is the result of doing my job well — not the goal."

Do this until it feels true, not performative.

The opener — word for word+
Note

Every word of this opener is load-bearing. Do not improvise until you can deliver this perfectly.

"Hey [Client Name], can you hear me okay?"
Why

Get them talking first. Two words from them before you say anything else creates micro-investment in the call.

"This is [Your Name] — I'm the underwriter assigned to the veteran benefits request you filled out."
Aged lead

"Now I know it's been a little while since you filled that out — I just wanted to make sure we get this handled before the request expires."

"I have you listed as a veteran in [State], correct?"
"And I've got your age as [Age] — is that still accurate?"
★ "When you filled this out, were you mainly looking to cover the funeral expenses — or was it more about leaving money behind for family?"
Why this works

Establishes you as a professional with a file — not a cold caller. "The request YOU filled out" puts them in the role of someone who initiated this. The final question separates burial coverage from legacy planning — that answer becomes ammunition in the close.

Phase 1 objections — all 8 handles+

These eight objections cover 95% of what you'll face in the first 90 seconds. Every handle either agrees immediately, reframes, or redirects. None of them argue.

CLIENT: "Can you call me back later?"
"I can, but usually when I do that people get busy and we miss each other again. It'll honestly take 60 seconds — let me just make sure this even makes sense for you first."
CLIENT: "I'm not interested."
"Oh no worries — just to update the file and take you off the list, do you already have your funeral expenses taken care of, or not yet?"
Why

Agreeing kills resistance immediately. The follow-up question forces an answer that reveals a need or opens a new conversation.

CLIENT: "I already have coverage in place."
"Perfect, that actually makes my job a whole lot easier. Did you get that in place recently in the last 5 years, or have you had it for a while? Just to make sure your Social Security discount has been applied. How much are you covered for? Roughly how much is your monthly premium?"
Why

Treat existing coverage as good news — never compete with it. The Social Security discount question is a pattern interrupt that makes them curious.

CLIENT: "Take me off your call list."
"Perfect — that's exactly what I'm trying to do. I'm the manager here trying to close out your file. I'm sure you've been getting a ton of calls, haven't you? So just to close things out — what was the main concern here? Have you been having trouble finding the right price, or is it more the coverage?"
CLIENT: "I don't remember filling this out."
"No worries — it does take us a few weeks to get to your file and I'm just the medical underwriter assigned to it today. You put your date of birth as [DOB], correct? Now most people's main concern when they fill this out is making sure their final expense doesn't fall as a burden on their loved ones. Do you currently have anything in place?"
CLIENT: "You're the tenth person that's called me."
"I completely understand — but it doesn't look like anyone has contacted you from our office. It must have been a telemarketer from somewhere else."
CLIENT: "This isn't a good time."
"[Client Name], perfect — we're really backed up too. I'll make this quick for you. You put your date of birth as [DOB], correct?"
Drill — Phase 1 cold drill

Have a partner hit you with each of the 8 objections randomly, no warning. Respond without looking at the script. Do this daily for the first two weeks. Goal: zero hesitation.

Why the build section wins or loses the sale+

New agents rush this section because they want to get to the numbers. That is the single biggest mistake in this business.

Core principle

The build is where you collect everything you need to close. Every answer the client gives you here is a line you'll use later. If you skip it, you're quoting numbers to a stranger. If you do it right, you're confirming coverage for someone who's already told you why they need it.

Rule

Write down their exact words. Play them back in the close. "You told me earlier it would be tough on Linda" — that's what closes.

Credentials — establishing trust+
"Just so you know who you're speaking with — my name is [Full Name] and I'm a licensed underwriter here in [State]. That means I work with all 42 A-rated carriers, and my job is simply to find you the right amount of coverage at a comfortable monthly payment. Some carriers you might recognize are Mutual of Omaha, Transamerica, and Aetna."
"I'm going to text you my business card right now so you have my information. Is this a good number to receive texts on?"
"Perfect — you should see it come through from my cell ending in [XXXX]. On that card you'll see my NPN Number, which you can use to verify I'm licensed in [State] on the Department of Insurance website."
The build questions — record every answer+

These questions do three things simultaneously: gather underwriting info, build emotional investment, and give you the close. Work through them naturally — this is a conversation, not a checklist.

★ "Is this your first time looking, or have you been searching around for a while?"
★ "What's been holding you back from putting something like this in place in the past — is it affordability, eligibility, or have you just not gotten to it yet?"
Note

Affordability → "As long as this is something affordable and takes care of [their why] — is there any reason you wouldn't want this in place?"
Not gotten to it → "The best time to plant a tree is 20 years ago. The second best time is today — wouldn't you agree?"

★ "God forbid — when you pass away, who will be the beneficiary responsible for picking up all the pieces?"
Note

Get their name. Confirm the relationship. If a spouse: "How long have you two been together?" and "Would it be better to have them on the call, or do you handle everything for the family?"

★ "Is [beneficiary] in a good financial position to cover a funeral expense — or is that why you were looking into this?"
★ "If you passed away yesterday — what would that look like for [beneficiary]? Would they have savings set aside, or would it be pretty difficult financially?"
★ "Have you recently had a loved one pass away?"
If yes

"Who was it? How long ago was the funeral? Did they get cremated or buried? How much did it cost? How did you end up paying for it?" These are not intrusive questions — they are the most powerful close-setup you have.

★ "Have you thought about whether you wanted to be buried or cremated?"
"Do you know what that costs nowadays? Cremation — depending on the service, urn, and memorial — runs $5,000 to $10,000. Burial is $10,000 to $15,000 depending on the arrangements."
★ "So if you passed away yesterday — what would [beneficiary] do? Would they have to set up a GoFundMe, pass the hat around the church, or what would they do?"
Why this works

The GoFundMe question is the most powerful question in this script. It creates a specific, vivid mental image of what happens if they do nothing. Ask it and then stop talking.

The identity frame — deepening commitment+
"You know, I like talking with people like you — who are actually selfless enough to make sure everything is taken care of for their loved ones instead of just doing the bare minimum."
★ "I'm just curious — how come that's so important to you?"
Why this works

This question is not rhetorical. Wait for the answer. Write it down. Whatever they say — "my dad never had anything in place," "I watched my mom struggle," "I don't want my kids to worry" — that is your close.

Client suitability & health questions+
"So [Client Name], here's how this works — it's a simple process. I'm going to go over a few questions on your health as part of the MIB report — that's the Medical Information Bureau. From there, we'll look at a few plans that take care of your goals and fit within your budget."
"I don't work for the insurance companies — I work for you. These companies look at the past 10 years of medical history, so the more honest you are with me, the better job I can do. Life insurance is very black and white: it goes off age, health, and gender."
Health questions
  • Any heart attacks, heart failure, strokes, TIA, or stents in the last 5 years?
  • Any cancer? What kind, and how long have you been in remission?
  • Any diabetes? Are you on metformin or insulin?
  • Any COPD or breathing complications? Any oxygen or inhaler use?
  • Any anxiety or depression? Any medications for those?
  • Any kidney or liver problems?
  • Any autoimmune diseases or mental health disorders?
  • A rough height and weight for me?
Drill — build section roleplay

Run full build section roleplay with a partner playing a veteran who lost a family member recently. The partner answers every question with real emotional detail. Practice writing down exact phrases and using them verbatim in the close. Run this twice weekly — once as agent, once as client.

Policy benefits — plant these before you quote+
"I'm going to go over a few important benefits of the policy — go ahead and grab a pen and paper so you can write these down."
  • IMMEDIATE COVERAGE — Once your first payment is made, coverage starts day one — no 2-year waiting period.
  • LOCKED-IN PREMIUM — Your monthly payment never increases and your coverage never decreases. Lock this in while you're still healthy.
  • TAX-FREE PAYOUT — The money goes directly to [beneficiary] tax-free — they can use 100% of the benefit for funeral costs or anything else they need.
  • LIVING BENEFITS — If you were ever diagnosed with a terminal illness, the policy allows you to access up to 50% of the benefit while you're still living, completely tax-free.
  • PERMANENT COVERAGE — This is a whole life policy — it never expires as long as payments are made.
Presenting the three options — the anchor system+

The naming system is intentional. Present low to high. Pause after each. Do not rush.

"Based on what you told me, the system built three coverage options for you. The goal is just to find the right amount of protection at a monthly payment that's comfortable. Go ahead and write these down."
"The FULL MILITARY FAMILY COVERAGE option makes sure the entire funeral is covered and leaves money behind for [beneficiary]. That would be $[coverage] for $[premium]/month with your discounts applied."
Pause

Let the number land. Do not fill the silence.

"The STANDARD FAMILY PROTECTION option is actually the one most families choose. It covers the funeral and factors in inflation. That would be $[coverage] for $[premium]/month with your discounts applied."
Pause again

Let the silence work.

"The ESSENTIAL COVERAGE option handles basic funeral expenses but doesn't leave additional money behind. That would be $[coverage] for $[premium]/month."
★ "Now — which one do you feel most comfortable moving forward with?"
Why this works

"Most families choose" is social proof. After the power question — stop talking. Whoever speaks first loses.

Phase 2 objections+
CLIENT: "I need to think about it."
"I completely understand. Just so I have the right information for when we speak next — when you think about it, is it about which option to go with, or whether to get the coverage at all? [Wait.] Got it. Correct me if I'm wrong — you did say it would be tough on [beneficiary] to cover that expense alone, correct? And you said you didn't want to leave her having to tap into savings or take out a loan, correct? So it really sounds like it's more about which option to go with."
CLIENT: "I need to talk to my wife."
"Of course — she's the beneficiary and we don't want to keep it a secret from her. When you do talk to her, is it about which option to go with, or whether to get coverage at all?"
Why

Never argue with "I need to talk to my spouse." Agree, validate, then use it as a bridge back to which option.

The bronze close — three reasons to start minimum+
"Do you mind if I make a professional recommendation? What most veterans do in this situation is start with the lowest of the three options as a comfortable starting point — so we can accomplish three things."
"First: we lock in today's rate while you're still as young and healthy as you're going to be. God forbid you pick up a few prescriptions or have a health issue in the near future — your rate will be protected."
"Second: we secure the approval and get the policy shipped out in 7 to 12 business days. You'll have something tangible in your hand to look over with [beneficiary] and make the educated decision on whether to keep the minimum or increase it at the locked-in rate."
"Third: at least you'll have SOMETHING in place — so [beneficiary] isn't left with that entire burden if something happens, because nobody has a crystal ball. Does that make sense?"
Last resort

"Sir, if your wife tells you she doesn't want you to get coverage for the funeral expense — are you telling me you won't do it?" Use sparingly. Pattern interrupt only.

Drill — numbers & close roleplay

Run the full presentation from benefit walkthrough through the bronze close with a partner. Practice the pauses — actually stop talking after each option is quoted. Goal: close on the bronze option within 3 minutes of the first objection.

Starting the application — setting the frame+

The moment they agree to move forward, the energy of the call shifts. Move with purpose. Any hesitation here signals uncertainty and reopens the decision.

"Perfect. Now we'll send in a request for coverage and hope to get the approval. Keep in mind they don't approve everyone — but I will do my best to get you the coverage. I'll be confirming basic information, asking you some similar medical questions I already know the answers to — but I'm required to ask for the carrier record by law — then listing the beneficiary, choosing the effective date, and the method of payment. Does that make sense?"
"Are you familiar with HIPAA laws? They just make me go over this. Everything said and done on this call is kept completely secure and confidential — just like a doctor or lawyer relationship. Can I get a firm 'yes' that I went over this with you?"
Application information+
  • Confirm spelling of first and last name
  • Height and weight
  • Phone number on file
  • Email on file
  • Mailing address — house or apartment? Where to ship the policy?
  • State you were born in
  • [Jokingly] Obviously you're a US Citizen — I'll answer that one for you. [laugh]
  • Social security for the MIB verification
Social security & banking objections+
CLIENT: "I don't want to give my social."
"I completely understand. The only reason they ask for it is that's how they verify your health status — all your prescriptions and health records are tied to your social. And most importantly, that's the only thing on your death certificate when you pass for them to pay out your loved ones. So go ahead with your social when you're ready."
Still resistant

"Go ahead and confirm the first five of your social and I can validate the full social for you. We do have the last four on file — it's just for your security." Or send a photo of the application screen showing their name and carrier.

Banking
CLIENT: "I don't want to give my banking info."
"I completely understand. Quick question — have you ever given or received a check from anyone in your lifetime? Perfect. At the bottom of every check you'll see the bank's routing and account number. The only thing I can do with that information is deposit money into your account. And I promise you I'm not that nice. [laugh] So go ahead and confirm the account number."
CLIENT: "No checkbook available."
"No worries — we can add the debit card on file for now and update it later. Go ahead with the card you want to put on file. [Visa or Mastercard? Card number? Expiration? 3-digit CVV on back. Have them repeat it twice.]"
Rule

Always have the debit card fallback ready. Never let a missing checkbook end the application.

Beneficiary, effective date & final recap+
"Confirm beneficiary name, spelling, relationship, and date of birth."
Note

If spouse: "How long have you been married? Any grandkids?" If child: "Do you see them often? What do you all like to do together?" These re-anchor the emotional why right before the close.

"Got it — so just to make sure we have it exactly the way you want it: god forbid anything happens to you after the effective date, [beneficiary] will receive 100% of the death benefit."
"The next step is picking the day you want to start the policy. Most families like for it to go into effect immediately since it's day-one coverage. Does that work for you?"
Final recap
  • Which carrier did we get you pre-approved with today?
  • What type of policy did we apply for?
  • How much coverage did we submit you for?
  • What's the estimated monthly premium?
  • What's the expected effective date once we're finalized?
  • And most importantly — who's your favorite insurance agent? [laugh]
"Perfect. So here's what happens next — we've been officially pre-approved. The carrier just needs to run one more round of underwriting to finalize everything. You'll get a definite answer within 24 to 48 hours. Make sure to save my name and number and stay on the lookout for my call or text."
"Appreciate you for trusting me with this and allowing me to serve you and your family. Talk soon and God bless."
Post-close text & chargeback prevention+

Send within five minutes of hanging up. Every minute you wait increases the chance of buyer's remorse.

Text template — send immediately

Hey [Client Name],

It was my pleasure to help you and your family today. Save this number as my personal cell. Let me know once you receive your policy in the mail and make sure to write my name and number on the front of it.

Also — they'll pay you $50–$75 per referral you send our way this week. Run it up, it's free money!

Coverage Amount: [insert]
Monthly Premium: [insert]
Recurring Date: [insert]
Beneficiary: [insert]

Please call me if you ever need anything at all. God bless!

Chargeback prevention

Add before hanging up: "When your [wife/family] asks about it — just show them the policy when it arrives. Everything is written out clearly and my number is on it if they have any questions."

This prevents the most common chargeback: the client can't explain what they bought to a skeptical spouse.

Know your product type+

This script covers two distinct product lines. Know which one you're selling before you dial.

General life insurance

Ages 25–65. Wider variation in client situation. Requires broader fact-finding — income, dependents, debts, long-term planning. Larger face amounts, multiple carrier options, more complex underwriting.

Final expense

Ages 50–85. Smaller whole life policies ($5,000–$25,000) focused on covering burial costs. Solving a single, defined problem. Most objections are price-based, not concept-based.

Note

Final expense clients are often on fixed incomes. Budget sensitivity is higher. The bronze close and payment conversation require more patience and empathy here than in general life.

The mental game+
Core identity

You are not a salesperson. You are a licensed professional assigned to their file. You are doing them a favor by calling.

The agent who needs the sale loses the sale. The agent who genuinely doesn't care whether this particular person buys — because they know the next call is coming — is the one who closes.

The four non-negotiables+
  • Pace — Slow and controlled. Nervous agents talk fast. Professionals talk slow. Pause after every question.
  • Tonality — Assertive, not aggressive. Licensed professional energy — confident, matter-of-fact. Not excited. Not pushy. Not asking for permission.
  • Never ask. Tell. — "Would you like to move forward?" is a question. "What we'll do is…" is a statement. Questions give people an out.
  • Doctor / Patient relationship — A doctor doesn't ask if you want the treatment. They tell you what you need and why. They don't negotiate the diagnosis.
Activity numbers & emotional foundation+
400Dials / day
6–8Presentations / day
Per lead back-to-back
Why this matters

If you can't help a family that needs coverage — the financial burden falls on the people they love. A spouse destroys her credit. A daughter passes the hat at the church. A son takes out a personal loan for burial costs he never planned for.

If that happens and you had the chance to help — that is on you.

Drill — pre-call mindset reset

Before your first dial: "I am a licensed professional calling to help people access coverage they've already requested. My job is to find out who needs help and help them. The sale is the result of doing my job well — not the goal." Do this until it feels true, not performative.

The opener — word for word+
"Hey [Client Name], can you hear me okay?"
Why

Get them talking first. Two words from them creates micro-investment in the call.

"This is [Your Name] — I'm the licensed representative assigned to the life insurance inquiry you submitted."
Aged lead

"Now I know it's been a little while since you filled that out — I just wanted to make sure we get this handled for you before the request expires."

"I have you listed here in [State], correct?"
"And I've got your age as [Age] — is that still accurate?"
★ "When you filled this out, was the main concern making sure the funeral expenses wouldn't fall on your family — or were you looking at something bigger, like income protection or leaving money behind?"
Why this works

This immediately separates final expense clients from general life clients — and that answer shapes everything that follows. Do not skip it.

Phase 1 objections — all 8 handles+
CLIENT: "Can you call me back later?"
"I can, but usually when I do that people get busy and we miss each other again. It'll honestly take 60 seconds — let me just make sure this even makes sense for you first."
CLIENT: "I'm not interested."
"Oh no worries — just to update the file and take you off the list, do you already have your final expenses taken care of, or not yet?"
CLIENT: "I already have coverage in place."
"Perfect, that actually makes my job a whole lot easier. Did you get that put in place recently — in the last 5 years — or have you had it for a while? How much are you covered for? And roughly how much is the monthly premium?"
General life add

Also ask: "Is that through work or a private policy?" Group coverage through an employer disappears the moment they retire or change jobs — that's your opening.

CLIENT: "Take me off your call list."
"Perfect — that's exactly what I'm trying to do. I'm the representative here trying to close out your file. I'm sure you've been getting a ton of calls, haven't you? So just to close things out — what was the main concern here? Have you been having trouble finding the right price, or was it more about the coverage amount?"
CLIENT: "I don't remember filling this out."
"No worries — it does take us a few weeks to get to every file and I'm just the representative assigned to yours today. You put your date of birth as [DOB], correct? Most people's main concern is making sure their family isn't left with an unexpected financial burden. Do you currently have anything in place?"
CLIENT: "You're the tenth person that's called me."
"I completely understand — but it doesn't look like anyone has contacted you from our office. It must have been someone else."
CLIENT: "This isn't a good time."
"[Client Name], perfect — we're really backed up too. I'll make this quick for you. You put your date of birth as [DOB], correct?"
CLIENT: "How did you get my information?"
"You submitted a request for information on life insurance coverage — that's how your file came to us. I'm just the representative assigned to follow up and make sure we get this handled for you."
Why

Matter-of-fact, not defensive. Do not over-explain the lead source. One clear sentence and move on.

Drill — phase 1 cold drill

Have a partner hit you with each of the 8 objections randomly, no warning. Respond without looking at the script. Daily for the first two weeks. Goal: zero hesitation.

Why the build wins or loses the sale+
Core principle

The build is where you collect everything you need to close. Every answer the client gives you here is a line you'll use later. If you skip it, you're quoting numbers to a stranger. If you do it right, you're confirming coverage for someone who's already told you why they need it.

Rule

Write down their exact words. Play them back in the close. "You told me earlier it would be tough on Linda" — that's what closes.

Credentials — establishing trust+
"Just so you know who you're speaking with — my name is [Full Name] and I'm a licensed life insurance representative here in [State]. That means I work with multiple A-rated carriers and my job is simply to find you the right amount of coverage at a payment that's comfortable. Some carriers you might recognize include Mutual of Omaha, Transamerica, Aetna, and Americo."
"I'm going to text you my business card right now so you have my contact information. Is this a good number to receive texts on?"
"Perfect — you should see it come through from my cell ending in [XXXX]. On that card you'll see my NPN Number, which you can use to verify I'm licensed in [State] on the Department of Insurance website."
The build questions+
★ "Is this your first time looking into coverage, or have you been searching around for a while?"
★ "What's been holding you back from putting something like this in place — is it affordability, not knowing where to start, or have you just not gotten around to it yet?"
★ "God forbid — if something happened to you, who would be responsible for picking up all the pieces?"
General life addition

Also ask about dependents — children, ages, anyone financially relying on their income. "What does your household income look like right now — are you the primary earner?" and "Do you have any outstanding debts — mortgage, car payments, anything your family would still be on the hook for?"

★ "Is [beneficiary] in a good financial position to handle things if something happened — or is that part of why you were looking into this?"
★ "If you passed away yesterday — what would that look like for [beneficiary]? Would they have savings set aside, or would it be pretty difficult financially?"
★ "Have you recently had a loved one pass away?"
★ "Have you thought about whether you wanted to be buried or cremated?"
"Do you know what that costs nowadays? Cremation — depending on the service, urn, and memorial — runs $5,000 to $10,000. Burial is $10,000 to $15,000 depending on the arrangements. And that doesn't include headstones, programs, catering, or travel for family."
★ "So if you passed away yesterday — what would [beneficiary] do? Would they have to set up a GoFundMe, pass the hat around the church, or what would they do?"
Why this works

The GoFundMe question is the most powerful question in this script. Creates a specific, vivid mental image of what happens if they do nothing. Ask it and then stop talking.

Identity frame & health questions+
"You know, I appreciate talking with people like you — who are actually thinking about this instead of just leaving it for their family to figure out. A lot of people don't even want to have this conversation."
★ "I'm just curious — how come this is important enough for you to look into it?"
Why

Wait for the answer. Write it down. Whatever they say — that is your close. You will use their exact words in the final presentation.

Health questions
  • Any heart attacks, heart failure, strokes, TIA, or stents in the last 2 years?
  • Any cancer? What kind, and how long have you been in remission?
  • Any diabetes? Are you on metformin or insulin?
  • Any COPD or breathing complications? Any oxygen use or daily inhaler?
  • Any anxiety or depression? Any medications for those?
  • Any kidney or liver problems?
  • Any autoimmune diseases or mental health conditions?
  • A rough height and weight for me?
Final expense note

Most carriers offering graded or guaranteed issue policies will accept clients with significant health conditions. Know your carrier matrix before the call so you're never stuck without a product.

Policy benefits — plant these before you quote+
"I'm going to go over a few important benefits of the policy — go ahead and grab a pen and paper so you can write these down."
  • IMMEDIATE COVERAGE — Once your first payment is made, coverage starts day one — no 2-year waiting period.
  • LOCKED-IN PREMIUM — Your monthly payment never increases and your coverage never decreases. Lock this in while you're still healthy.
  • TAX-FREE PAYOUT — The money goes directly to [beneficiary] tax-free — they can use 100% of the benefit for funeral costs, outstanding bills, or anything else they need.
  • LIVING BENEFITS — If you were ever diagnosed with a terminal illness, this policy allows you to access up to 50% of the benefit while you're still living — completely tax-free.
  • PERMANENT COVERAGE — This is a whole life policy — it never expires as long as payments are made.
General life — term products

Adjust the permanent coverage point: "This term policy locks in your rate for [10/20/30] years, which covers your family through the highest-need period of your life — mortgage, kids, income replacement."

Presenting the three options+
"Based on everything you've told me, I've put together three coverage options. The goal is just to find the right amount of protection at a payment that's comfortable. Go ahead and write these down."
"COMPREHENSIVE FAMILY PROTECTION: Makes sure the entire expense is covered and leaves money behind for [beneficiary]. That's $[coverage] for $[premium]/month with your discounts applied."
Pause

Do not fill the silence.

"STANDARD FAMILY PROTECTION: This is the option most families choose. It covers the primary expense and accounts for rising costs over time. That's $[coverage] for $[premium]/month."
Pause again

Let the silence work.

"ESSENTIAL COVERAGE: Handles the core expenses without additional funds left behind. That's $[coverage] for $[premium]/month."
★ "Now — which one do you feel most comfortable moving forward with?"
Why this works

"Most families choose" is social proof. After the power question — stop talking. Whoever speaks first loses.

Phase 2 objections & the bronze close+
CLIENT: "I need to think about it."
"I completely understand. Just so I have the right information for when we speak next — when you think about it, is it about which option to go with, or whether to get the coverage at all? [Wait.] Got it. Correct me if I'm wrong — you did say it would be tough on [beneficiary] to cover that expense alone, correct? And you said you didn't want to leave them having to tap into savings or figure it out on their own, correct? So it really sounds like it's more about which option to go with."
CLIENT: "I need to talk to my spouse."
"Of course — they're the beneficiary and we don't want to keep it a secret from them. When you talk to them, is it about which option to go with, or whether to get coverage at all?"
CLIENT: "I can't afford it right now."
"I completely understand — and that's actually exactly what I want to address. That's why I want to start with the essential option — so we can get something in place at the most comfortable payment possible. Can I make a professional recommendation?"
The bronze close
"Do you mind if I make a professional recommendation? What most people do in this situation is start with the lowest of the three options as a comfortable starting point — so we can accomplish three things."
"First: we lock in today's rate while you're still as young and healthy as you're going to be. God forbid you pick up a prescription or have a health change in the near future — your rate is protected from the moment coverage starts."
"Second: we secure the approval and get the policy shipped out in 7 to 12 business days. You'll have something tangible in your hand to look over with [beneficiary] and make the educated decision on whether to keep the minimum or increase it at the locked-in rate."
"Third: at least you'll have SOMETHING in place — so [beneficiary] isn't left with that entire burden if something unexpected happens, because nobody has a crystal ball. Does that make sense?"
Drill — numbers & close roleplay

Run the full presentation from benefit walkthrough through the bronze close with a partner. Practice the pauses — actually stop talking after each option is quoted. Goal: close on the essential option within 3 minutes of the first objection.

Starting the application+
"Perfect. Now we'll send in a request for coverage and hope to get the approval. Keep in mind they don't approve everyone — but I will do my best to get you the coverage. I'll be confirming basic information, asking you a few similar health questions I already know the answers to — I'm required to ask for the carrier record — then listing the beneficiary, choosing the effective date, and the method of payment. Does that make sense?"
"Are you familiar with HIPAA laws? They just make me go over this. Everything said and done on this call is kept completely secure and confidential — just like a doctor or attorney relationship. Can I get a firm 'yes' that I went over this with you?"
Application information+
  • Confirm spelling of first and last name
  • Height and weight
  • Phone number on file
  • Email on file
  • Mailing address — house or apartment? Where to ship the policy?
  • State you were born in
  • [Jokingly] Obviously you're a US Citizen — I'll answer that one for you. [laugh]
  • Social security for the MIB
Social security & banking objections+
CLIENT: "I don't want to give my social."
"I completely understand. The reason they ask for it is that's how they verify your health status — all your prescriptions and health records are tied to your social. And most importantly, that's the only thing on your death certificate when you pass that allows them to pay out to your loved ones. So go ahead with your social when you're ready."
Still resistant

"Go ahead and confirm the first five of your social and I can validate the rest for you. We do have the last four on file — it's just for your security." Or send a photo of the application screen showing their name and carrier.

Banking
CLIENT: "I don't want to give my banking info."
"I completely understand. Quick question — have you ever given or received a check from anyone in your lifetime? Perfect. At the bottom of every check you'll see the bank's routing and account number — that's how checks work. The only thing anyone can do with routing and account information is deposit money into your account. And I promise you I'm not that generous. [laugh] So go ahead and confirm the account number."
CLIENT: "No checkbook available."
"No worries — we can add a debit card on file for now and update it to bank draft later. Go ahead with the card you want to put on file. [Visa or Mastercard? Card number? Expiration? 3-digit CVV on the back. Have them repeat it twice.]"
Beneficiary, effective date & final recap+
"Confirm beneficiary name, spelling, relationship, and date of birth."
"Got it — so just to make sure we have it exactly the way you want it: god forbid anything happens to you after the effective date, [beneficiary] will receive 100% of the death benefit. [Bring the WHY back one last time — use their exact words from the build.]"
"The next step is picking the day you want to start the policy. Most families like for it to go into effect immediately since it's day-one coverage. Does that work for you?"
Final recap
  • Which carrier did we get you pre-approved with today?
  • What type of policy did we apply for?
  • How much coverage did we submit you for?
  • What's the estimated monthly premium?
  • What's the expected effective date once we're finalized?
  • And most importantly — who's your favorite insurance representative? [laugh]
"Perfect. So here's what happens next — we've been officially pre-approved. The carrier just needs to run one more round of underwriting to finalize everything. You'll get a definite answer within 24 to 48 hours. Make sure to save my name and number and stay on the lookout for my call or text."
"I really appreciate you trusting me with this and allowing me to help protect your family. Talk soon."
Post-close text & chargeback prevention+
Text template — send immediately

Hey [Client Name],

It was my pleasure to help you and your family today. Save this number as my personal cell. Let me know once you receive your policy in the mail and make sure to write my name and number on the front of it.

Also — they'll pay you $50–$75 per referral you send my way this week. It's free money!

Coverage Amount: [insert]
Monthly Premium: [insert]
Recurring Date: [insert]
Beneficiary: [insert]

Please call me if you ever need anything at all.

Chargeback prevention

Add before hanging up: "When your [spouse/family] asks about it — just show them the policy when it arrives. Everything is written out clearly and my number is on it if they have any questions."

This prevents the most common chargeback: the client can't explain what they bought to a skeptical spouse.

Drill — full call simulation

Run a complete call from opener through post-close text with a partner. Target: 35 to 50 minutes for a full close. Record it. Listen back for: pace in the build section, silence after option presentation, and natural delivery on tie-downs. One recorded full-call review per week is worth more than an hour of reading this document.

Agent Training Modules — B4V & Legacy Financial

The mental game that determines everything before you dial.

400Dials / Day
6–8Presentations / Day
Back-to-Back Dials
MindsetBefore You Read a Single Word

Most agents fail not because the script is wrong but because their mindset is wrong. They dial with anxiety. They need the sale. They apologize for calling. Clients feel all of it and it makes them run.

Your job is not to sell insurance. Your job is to find out whether this person needs coverage and to help them get it if they do. The agent who needs the sale loses the sale.

"You are not a salesperson. You are a licensed medical underwriter assigned to their file. You are doing them a favor by calling."
FrameworkThe Four Non-Negotiables
Pace — Slow and controlled. Nervous agents talk fast. Professionals talk slow. Pause after every question. Let silence work for you.
Tonality — Assertive, not aggressive. Confident and matter-of-fact, like this is the tenth file you've reviewed today.
Never ask. Tell. — "Would you like to move forward?" is a question. "What we'll do is..." is a statement. Every transition is a statement.
Doctor / Patient relationship — A doctor doesn't ask if you want treatment. They tell you what you need and why. Run every call this way.
Emotional FoundationRead This Before Every Shift

If you can't help a man who needs coverage — the financial burden falls on his wife. She will destroy her credit. She will pass the hat at the church. She will take out a loan to bury her husband.

If that happens and you had the chance to help him — that is on you. Caring enough to push past resistance is not manipulation. It is the job.

DrillPre-Call Mindset Reset

Before your first dial of the day, say this out loud: "I am a licensed professional calling to help veterans access coverage they've already requested. My job is to find out who needs help and help them. The sale is the result of doing my job well — not the goal." Do this until it feels true, not performative.

Staying on the phone — the only goal of the first 90 seconds.

Script / key content
Objection or drill
ScriptThe Opener — Word for Word

Hey [Client Name], can you hear me okay?

Note
Get them talking first. Two words from them before you say anything else creates micro-investment in the call.

This is [Your Name] — I'm the underwriter assigned to the veteran benefits request you filled out.

Aged Lead
"Now I know it's been a little while since you filled that out — I just wanted to make sure we get this handled before the request expires." — GOLD

I have you listed as a veteran in [State], correct? And I've got your age as [Age] — is that still accurate?

Power Question
When you filled this out, were you mainly looking to cover the funeral expenses — or was it more about leaving money behind for family?
Why This Works
The opener establishes you as a professional with a file — not a cold caller with a pitch. "The request YOU filled out" puts them in the role of someone who initiated this. The final question separates burial coverage clients from legacy clients.
Objection"Can you call me back later?"

I can, but usually when I do that people get busy and we miss each other again. It'll honestly take 60 seconds — let me just make sure this even makes sense for you first.

Acknowledges their request without complying. The "60 seconds" framing reduces the perceived commitment.
Objection"I'm not interested."

Oh no worries — just to update the file and take you off the list, do you already have your funeral expenses taken care of, or not yet?

Agreeing kills their resistance immediately. The follow-up question forces an answer that either reveals a need or opens a new conversation.
Objection"I already have coverage in place."

Perfect, that actually makes my job a whole lot easier. Did you get that in place recently in the last 5 years, or have you had it for a while? Just to make sure your Social Security discount has been applied. How much are you covered for? Roughly how much is your monthly premium?

Treat existing coverage as good news — never compete with it. The Social Security discount question is a pattern interrupt that makes them curious.
Objection"Take me off your call list."

Perfect — that's exactly what I'm trying to do. I'm the manager here trying to close out your file. I'm sure you've been getting a ton of calls, haven't you? So just to close things out — what was the main concern here? Have you been having trouble finding the right price, or is it more the coverage?

Agreeing completely disarms them. The final question shifts them from frustrated to problem-solving — and you just learned their real objection.
Objection"I don't remember filling this out."

No worries — it does take us a few weeks to get to your file and I'm just the medical underwriter assigned to it today. You put your date of birth as [DOB], correct? Now most people's main concern when they fill this out is making sure their final expense doesn't fall as a burden on their loved ones. Do you currently have anything in place?

Validates the confusion without getting defensive. Confirming their DOB re-establishes that you have their information and belong on the call.
Objection"You're the tenth person that's called me."

I completely understand — but it doesn't look like anyone has contacted you from our office. It must have been a telemarketer from somewhere else.

Brief, confident, and doesn't over-explain. The more you explain, the more suspicious they get.
Objection"This isn't a good time."

[Client Name], perfect — we're really backed up too. I'll make this quick for you. You put your date of birth as [DOB], correct?

Match their energy. The "I'll make this quick" is a commitment that buys goodwill. Then immediately move — don't linger on the acknowledgment.
Objection"How did you get my information?"

You submitted a request for information on veteran coverage — that's how your file came to us. I'm just the underwriter assigned to follow up and make sure we get this handled for you.

Matter-of-fact, not defensive. One clear sentence and move on.
DrillPhase 1 Cold Drill

Have a partner hit you with each of the 8 objections randomly, no warning. You have to respond without looking at the script. Do this daily for the first two weeks until every handle is automatic. The goal is zero hesitation — hesitation signals uncertainty and uncertainty kills calls.

Where the sale is won — before you ever quote a number.

"Write down their exact words. Play them back in the close. 'You told me earlier it would be tough on Linda' — that's what closes."
ScriptCredentials — Establishing Trust

Just so you know who you're speaking with — my name is [Full Name] and I'm a licensed underwriter here in [State]. That means I work with all 42 A-rated carriers, and my job is simply to find you the right amount of coverage at a comfortable monthly payment. Some carriers you might recognize are Mutual of Omaha, Transamerica, and Aetna.

I'm going to text you my business card right now so you have my information. Is this a good number to receive texts on? On that card you'll see my NPN Number, which you can use to verify I'm licensed in [State] on the Department of Insurance website.

Power QuestionsThe Build Questions

1. Is this your first time looking, or have you been searching around for a while?

2. What's been holding you back from putting something like this in place in the past — is it affordability, eligibility, or have you just not gotten to it yet?

If affordability: "As long as this is something affordable and takes care of [their why] — is there any reason you wouldn't want this in place?" If not gotten to it: "The best time to plant a tree is 20 years ago. The second best time is today — wouldn't you agree?"

3. God forbid — when you pass away, who will be the beneficiary responsible for picking up all the pieces?

Get their name. Confirm the relationship. If a spouse: "How long have you two been together?" and "Would it be better to have them on the call, or do you handle everything for the family?"

4. Is [beneficiary] in a good financial position to cover a funeral expense — or is that why you were looking into this?

5. If you passed away yesterday — what would that look like for [beneficiary]? Would they have savings set aside, or would it be pretty difficult financially?

6. Have you recently had a loved one pass away?

If yes: "Who was it? How long ago was the funeral? Did they get cremated or buried? How much did it cost? How did you end up paying for it?" These are the most powerful close-setup questions you have.

7. Have you thought about whether you wanted to be buried or cremated?

Do you know what that costs nowadays? Cremation — depending on the service, urn, and memorial — runs $5,000 to $10,000. Burial is $10,000 to $15,000 depending on the arrangements.

The Closer
So if you passed away yesterday — what would [beneficiary] do? Would they have to set up a GoFundMe, pass the hat around the church, or what would they do?
Why This Works
The GoFundMe question is the most powerful question in this script. It creates a specific, vivid mental image of what happens to someone they love if they do nothing. Ask it and then stop talking.
ScriptThe Identity Frame

You know, I like talking with people like you — who are actually selfless enough to make sure everything is taken care of for their loved ones instead of just doing the bare minimum.

Power Question
I'm just curious — how come that's so important to you?
This question is not rhetorical. Wait for the answer. Write it down. Whatever they say — "my dad never had anything in place," "I watched my mom struggle" — that is your close.
ScriptClient Suitability & Health Questions

So [Client Name], here's how this works — it's a simple process. I'm going to go over a few questions on your health as part of the MIB report — that's the Medical Information Bureau. From there, we'll look at a few plans that take care of your goals and fit within your budget.

I don't work for the insurance companies — I work for you. These companies look at the past 10 years of medical history, so the more honest you are with me, the better job I can do.

Health Questions

Any heart attacks, heart failure, strokes, TIA, or stents in the last 5 years? Any cancer? What kind, and how long in remission? Any diabetes? Metformin or insulin? Any COPD or breathing complications? Any anxiety or depression? Any kidney or liver problems? Any autoimmune diseases? A rough height and weight?

DrillBuild Section Roleplay

Run full build section roleplay with a partner playing a veteran who lost a family member recently. The partner should answer every question with real emotional detail. Practice writing down exact phrases and using them verbatim in the close. Run this twice weekly — once as agent, once as client.

Presenting options, handling resistance, and locking in the decision.

ScriptPolicy Benefits — Plant These Before You Quote
IMMEDIATE COVERAGE — Once your first payment is made, coverage starts day one. No 2-year waiting period.
LOCKED-IN PREMIUM — Your monthly payment never increases. Lock this in while you're still healthy.
TAX-FREE PAYOUT — The money goes directly to [beneficiary] tax-free.
LIVING BENEFITS — Access up to 50% of the benefit while still living if diagnosed with a terminal illness.
PERMANENT COVERAGE — A whole life policy that never expires as long as payments are made.
ScriptPresenting the Three Options

Based on what you told me, the system built three coverage options for you. Go ahead and write these down.

FULL MILITARY FAMILY COVERAGE — $[coverage] for $[premium]/month. [PAUSE]

STANDARD FAMILY PROTECTION — This is actually the one most families choose. $[coverage] for $[premium]/month. [PAUSE]

ESSENTIAL COVERAGE — Handles basic funeral expenses. $[coverage] for $[premium]/month.

Power Question
Now — which one do you feel most comfortable moving forward with?
"Most families choose" is social proof. After the power question — stop talking. Whoever speaks first loses.
Objection"I need to think about it."

I completely understand. Just so I have the right information for when we speak next — when you think about it, is it about which option to go with, or whether to get the coverage at all? Correct me if I'm wrong — you did say it would be tough on [beneficiary] to cover that expense alone, correct? So it really sounds like it's more about which option to go with.

The tie-downs are their own words played back to them. Each "correct?" gets a micro-commitment that makes it harder to back all the way out.
Objection"I need to talk to my wife."

Of course — she's the beneficiary and we don't want to keep it a secret from her. When you do talk to her, is it about which option to go with, or whether to get coverage at all? [Use same tie-down sequence, then proceed to bronze close.]

Never argue with "I need to talk to my spouse." Agree, validate, then bridge back to which option.
ScriptThe Bronze Close

Do you mind if I make a professional recommendation? What most veterans do in this situation is start with the lowest of the three options as a comfortable starting point — so we can accomplish three things.

First: we lock in today's rate while you're still as young and healthy as you're going to be.

Second: we secure the approval and get the policy shipped out in 7 to 12 business days.

Third: at least you'll have SOMETHING in place in the short term — so [beneficiary] isn't left with that entire burden god forbid something happens. Does that make sense?

DrillNumbers & Close Roleplay

Run the full presentation from benefit walkthrough through the bronze close with a partner. Practice the pauses — actually stop talking after each option is quoted. Your goal: close on the bronze option within 3 minutes of the first objection.

Where deals fall apart for new agents — and how to make sure they don't.

ScriptStarting the Application

Perfect. Now we'll send in a request for coverage and hope to get the approval. Keep in mind they don't approve everyone — but I will do my best to get you the coverage. Does that make sense?

Are you familiar with HIPAA laws? Everything said and done on this call is kept completely secure and confidential — just like a doctor or lawyer relationship. Can I get a firm "yes" that I went over this with you?

Confirm Each Item

Spelling of name · Height and weight · Phone · Email · Mailing address · State of birth · MIB social security confirmation

Objection"I don't want to give my social."
Level 1

I completely understand. The only reason they ask for it is that's how they verify your health status. And most importantly, that's the only thing on your death certificate when you pass for them to pay out your loved ones. So go ahead with your social when you're ready.

Level 2 — Still Pushing Back

No worries — go ahead and confirm the first five of your social and I can validate the full social for you. We do have the last four on file. [If still resistant: send a photo of the application screen showing their name and carrier.]

Objection"I don't want to give banking info."

I completely understand. Quick question — have you ever given or received a check from anyone in your lifetime? At the bottom of every check you'll see the bank's routing and account number. The only thing I can do with that information is deposit money into your account. And I promise you I'm not that nice. [laugh] So go ahead and confirm the account number.

The check analogy reframes routing information as something they've already shared with dozens of people. Humor breaks the tension.
No checkbook fallback

No worries — we can add the debit card on file for now and update it later.

ScriptThe Final Recap

Alright — before we close everything out, a quick recap. Go ahead and write this down as we go.

1. Which carrier did we get you pre-approved with today? 2. What type of policy did we apply for? 3. How much coverage? 4. Monthly premium? 5. Effective date? 6. And most importantly — who's your favorite insurance agent? [laugh]

Appreciate you for trusting me with this and allowing me to serve you and your family. Talk soon and God bless.

TemplatePost-Close Text
Hey [Client Name], It was my pleasure to help you and your family today. Save this number as my personal cell. Let me know once you receive your policy in the mail and make sure to write my name and number on the front of it. Also — they'll pay you $50–$75 per referral you send our way this week. Run it up, it's free money! Coverage Amount: [insert] Monthly Premium: [insert] Recurring Date: [insert] Beneficiary: [insert] Please call me if you ever need anything at all. God bless!
Chargeback Prevention
"When your [wife/family] asks about it — just show them the policy when it arrives." This removes the urgency to explain the policy from memory to a skeptical spouse.
DrillFull Call Simulation

Run a complete call from opener through post-close text with a partner. Target time: 35 to 50 minutes for a full-close call. Record it. Listen back for pace, silence after option presentation, and natural delivery on tie-downs.

ReferenceClient Information Sheet
Basic Info
Name
Date of Birth
Height / Weight
Phone
Email
Address
State of Birth
Social Security
Smoker / Nonsmoker
Coverage Amount
Premium Amount
Beneficiary
Name
Relationship
Date of Birth
% of Benefit
Banking
Bank Name
Routing Number
Account Number
Checking or Savings
Effective Date
Recurring Date
Medical
Conditions / Medications
VA or Civilian Doctor
Income
Left Over Income After Bills
The Why — Record Exact Words
Beneficiary name + relationship
Would it be tough on them financially?
What happens if you pass tomorrow?
Recent loss — cost / how they paid
Their WHY (identity frame answer)
Post-Call Checklist
  • Send post-close text within 5 minutes
  • Disposition as SOLD in Ringy
  • Highlight green in tracking spreadsheet
  • Ring bell
  • Note health conditions affecting underwriting
  • Calendar follow-up call in 48 hours if pending
  • Request referrals if not already sent

The mental game that determines everything before you dial.

400Dials / Day
6–8Presentations / Day
Back-to-Back Dials
ReferenceKnow Your Product Type
ProductWho You're CallingWhat You're SolvingFace Amount
General Life InsuranceAges 25–65. Parents, business owners, earners without coverage.Income replacement, mortgage protection, family & key-man. Wider variation.$100K–$1M+
Final ExpenseAges 50–85. Fixed income. Single defined problem.Covering burial costs and relieving financial burden at death. Price-sensitive.$5,000–$25,000
MindsetBefore You Read a Single Word

Most agents fail not because the script is wrong but because their mindset is wrong. They dial with anxiety. They need the sale. They apologize for calling. Clients feel all of it — and it makes them run.

Your job is not to sell insurance. Your job is to find out whether this person needs coverage and to help them get it if they do.

"You are not a salesperson. You are a licensed professional assigned to their file. You are doing them a favor by calling."
FrameworkThe Four Non-Negotiables
Pace — Slow and controlled. Nervous agents talk fast. Professionals talk slow. Pause after every question.
Tonality — Assertive, not aggressive. Confident and matter-of-fact. Not excited. Not pushy. Not asking for permission.
Never ask. Tell. — "Would you like to move forward?" is a question. "What we'll do is..." is a statement. Every transition is a statement.
Doctor / Patient relationship — A doctor doesn't ask if you want treatment. They tell you what you need and why. Run every call this way.
Emotional FoundationRead This Before Every Shift

If you can't help a family that needs coverage — the financial burden falls on the people they love. A spouse destroys her credit. A daughter passes the hat at the church. A son takes out a personal loan to cover burial costs he never planned for.

If that happens and you had the chance to help — that is on you. Caring enough to push past resistance is not manipulation. It is the job.

DrillPre-Call Mindset Reset

"I am a licensed professional calling to help people access coverage they've already requested. My job is to find out who needs help and help them. The sale is the result of doing my job well — not the goal." Say this before your first dial every day until it feels true, not performative.

Staying on the phone — the only goal of the first 90 seconds.

Script / key content
Objection or drill
ScriptThe Opener — Word for Word

Hey [Client Name], can you hear me okay?

Note
Get them talking first. Two words from them before you say anything else creates micro-investment in the call.

This is [Your Name] — I'm the licensed representative assigned to the life insurance inquiry you submitted.

Aged Lead
"Now I know it's been a little while since you filled that out — I just wanted to make sure we get this handled for you before the request expires." Reframes the delay as your urgency on their behalf, not a cold call.

I have you listed here in [State], correct? And I've got your age as [Age] — is that still accurate?

Power Question
When you filled this out, was the main concern making sure the funeral expenses wouldn't fall on your family — or were you looking at something bigger, like income protection or leaving money behind?
Why This Works
This opener establishes you as a professional with a file — not a cold caller. The final question immediately separates final expense clients from general life clients — and that answer shapes everything that follows. Do not skip it.
Objection"Can you call me back later?"

I can, but usually when I do that people get busy and we miss each other again. It'll honestly take 60 seconds — let me just make sure this even makes sense for you first.

"60 seconds" reduces the perceived commitment.
Objection"I'm not interested."

Oh no worries — just to update the file and take you off the list, do you already have your final expenses taken care of, or not yet?

Agreeing kills resistance immediately. The follow-up either reveals a need or opens a new conversation.
Objection"I already have coverage in place."

Perfect, that actually makes my job a whole lot easier. Did you get that put in place recently — in the last 5 years — or have you had it for a while? How much are you covered for? And roughly how much is the monthly premium?

Never compete with existing coverage. For general life clients, also ask: "Is that through work or a private policy?" Group coverage disappears the moment they retire — that's your opening.
Objection"Take me off your call list."

Perfect — that's exactly what I'm trying to do. I'm the representative here trying to close out your file. I'm sure you've been getting a ton of calls, haven't you? So just to close things out — what was the main concern here? Have you been having trouble finding the right price, or was it more about the coverage amount?

Agreeing completely disarms them. The final question shifts them from frustrated to problem-solving.
Objection"I don't remember filling this out."

No worries — it does take us a few weeks to get to every file and I'm just the representative assigned to yours today. You put your date of birth as [DOB], correct? Most people's main concern when they fill something like this out is making sure their family isn't left with an unexpected financial burden. Do you currently have anything in place?

Validates the confusion without getting defensive. Confirming their DOB re-establishes you belong on the call.
Objection"You're the tenth person that's called me."

I completely understand — but it doesn't look like anyone has contacted you from our office. It must have been someone else. [Immediately transition back to the script.]

Brief, confident, no over-explanation. The more you explain, the more suspicious they get.
Objection"This isn't a good time."

[Client Name], perfect — we're really backed up too. I'll make this quick for you. You put your date of birth as [DOB], correct?

"I'll make this quick" buys goodwill. Then immediately move.
Objection"How did you get my information?"

You submitted a request for information on life insurance coverage — that's how your file came to us. I'm just the representative assigned to follow up and make sure we get this handled for you.

Matter-of-fact, not defensive. One clear sentence and move on.
DrillPhase 1 Cold Drill

Have a partner hit you with each objection randomly, no warning. Respond without looking at the script. Do this daily for the first two weeks until every handle is automatic. Zero hesitation is the goal.

Where the sale is won — before you ever quote a number.

"Write down their exact words. Play them back in the close. 'You told me earlier it would be tough on Linda' — that's what closes."
ScriptCredentials — Establishing Trust

Just so you know who you're speaking with — my name is [Full Name] and I'm a licensed life insurance representative here in [State]. That means I work with multiple A-rated carriers and my job is simply to find you the right amount of coverage at a payment that's comfortable. Some carriers you might recognize include Mutual of Omaha, Transamerica, Aetna, and Americo.

I'm going to text you my business card right now. Is this a good number to receive texts on? On that card you'll see my NPN Number — you can use it to verify I'm licensed in [State] on the Department of Insurance website.

Power QuestionsThe Build Questions

1. Is this your first time looking into coverage, or have you been searching around for a while?

2. What's been holding you back from putting something like this in place — is it affordability, not knowing where to start, or have you just not gotten around to it yet?

Affordability: "As long as this is something comfortable and takes care of [their why] — is there any reason you wouldn't want this in place?" | Not gotten to it: "The best time to plant a tree is 20 years ago. The second best time is today — wouldn't you agree?"

3. God forbid — if something happened to you, who would be responsible for picking up all the pieces?

General Life Addition
For general life clients, also ask about dependents — children, ages, anyone financially relying on their income. Then: "What does your household income look like right now — are you the primary earner?" and "Do you have any outstanding debts — mortgage, car payments, anything your family would still be on the hook for?" A final expense client needs $10K–$25K. A general life client with a mortgage and two kids might need $500K+.

4. Is [beneficiary] in a good financial position to handle things if something happened — or is that part of why you were looking into this?

5. If you passed away yesterday — what would that look like for [beneficiary]? Would they have savings set aside, or would it be pretty difficult financially?

6. Have you recently had a loved one pass away?

If yes: "Who was it? How long ago was the funeral? Did they get cremated or buried? How much did it cost? How did you end up paying for it?" A client who watched their family scramble to cover funeral costs will not let that happen to their own family.

7. Have you thought about whether you wanted to be buried or cremated?

Do you know what that costs nowadays? Cremation — depending on the service, urn, and memorial — runs $5,000 to $10,000. Burial is $10,000 to $15,000 depending on the arrangements. And that doesn't include headstones, programs, catering, or travel for family.

The Closer
So if you passed away yesterday — what would [beneficiary] do? Would they have to set up a GoFundMe, pass the hat around the church, or what would they do?
Why This Works
The GoFundMe question is the most powerful question in this script. It creates a specific, vivid mental image of what happens to someone they love if they do nothing. Ask it and then stop talking.
ScriptThe Identity Frame

You know, I appreciate talking with people like you — who are actually thinking about this instead of just leaving it for their family to figure out. A lot of people don't even want to have this conversation.

Power Question
I'm just curious — how come this is important enough for you to look into it?
Wait for the answer. Write it down. Whatever they say is your close. You will use their exact words in the final presentation.
ScriptClient Suitability & Health Questions

So [Client Name], here's how this works — I'm going to go over a few questions on your health as part of the MIB report. From there, we'll look at a few options that take care of your goals and fit within your budget. I don't work for the insurance companies — I work for you. The more honest you are with me, the better job I can do.

Health Questions

Any heart attacks, heart failure, strokes, TIA, or stents in the last 2 years? Any cancer? What kind, and how long in remission? Any diabetes? Metformin or insulin? Any COPD or breathing complications? Any anxiety or depression? Any kidney or liver problems? Any autoimmune diseases or mental health conditions? A rough height and weight?

Carrier Note
Final expense: most carriers offering graded or guaranteed issue will accept clients with significant health conditions. General life: conditions like diabetes or heart history may restrict carriers but rarely eliminate all options. Position it as finding the right carrier, not a barrier.
DrillBuild Section Roleplay

Run the full build section with a partner playing a client who recently lost a family member. Practice writing down exact phrases and using them verbatim in the close. Run twice weekly — once as agent, once as client.

Presenting options, handling resistance, and locking in the decision.

ScriptPolicy Benefits — Plant These Before You Quote
IMMEDIATE COVERAGE — Once your first payment is made, coverage starts day one. No 2-year waiting period.
LOCKED-IN PREMIUM — Your monthly payment never increases. Lock this in while you're still healthy.
TAX-FREE PAYOUT — The money goes directly to [beneficiary] tax-free — outstanding bills or anything else they need.
LIVING BENEFITS — Access up to 50% of the benefit while still living if diagnosed with a terminal illness.
PERMANENT COVERAGE — A whole life policy that never expires as long as payments are made. (For term: "This term policy locks in your rate for [10/20/30] years, covering your family through the highest-need period.")
ScriptPresenting the Three Options

Based on everything you've told me, I've put together three coverage options. Go ahead and write these down.

COMPREHENSIVE FAMILY PROTECTION — Makes sure the entire expense is covered and leaves money behind. $[coverage] for $[premium]/month. [PAUSE]

STANDARD FAMILY PROTECTION — This is the option most families choose. $[coverage] for $[premium]/month. [PAUSE]

ESSENTIAL COVERAGE — Handles core expenses without additional funds left behind. $[coverage] for $[premium]/month.

Power Question
Now — which one do you feel most comfortable moving forward with?
Objection"I need to think about it."

I completely understand. Just so I have the right information — when you think about it, is it about which option to go with, or whether to get the coverage at all? Correct me if I'm wrong — you did say it would be tough on [beneficiary] to cover that expense alone, correct? So it really sounds like it's more about which option to go with.

The tie-downs are their own words played back. Each "correct?" gets a micro-commitment.
Objection"I need to talk to my spouse / partner."

Of course — they're the beneficiary and we don't want to keep it a secret from them. When you talk to them, is it about which option to go with, or whether to get coverage at all? [Use same tie-down sequence, then proceed to bronze close.]

Never argue with "I need to talk to my spouse." Agree, validate, then bridge back to which option.
Objection"I can't afford it right now."

I completely understand — and that's actually exactly what I want to address. That's why I want to start with the essential option — so we can get something in place at the most comfortable payment possible. Can I make a professional recommendation?

Never argue with a budget objection. Redirect immediately to the bronze close. Final expense clients on fixed incomes require more patience here.
ScriptThe Bronze Close

Do you mind if I make a professional recommendation? What most people do in this situation is start with the lowest of the three options as a comfortable starting point — so we can accomplish three things.

First: we lock in today's rate while you're still as young and healthy as you're going to be.

Second: we secure the approval and get the policy shipped out in 7 to 12 business days.

Third: at least you'll have SOMETHING in place — so [beneficiary] isn't left with that entire burden if something unexpected happens. Does that make sense?

DrillNumbers & Close Roleplay

Run the full presentation from benefit walkthrough through the bronze close with a partner. Practice the pauses. Your goal: close on the essential option within 3 minutes of the first objection.

Where deals fall apart for new agents — and how to make sure they don't.

ScriptStarting the Application

Perfect. Now we'll send in a request for coverage and hope to get the approval. Keep in mind they don't approve everyone — but I will do my best to get you the coverage. Does that make sense?

Are you familiar with HIPAA laws? Everything said and done on this call is kept completely secure and confidential — just like a doctor or attorney relationship. Can I get a firm "yes" that I went over this with you?

Confirm Each Item

Spelling of name · Height and weight · Phone · Email · Mailing address · State of birth · MIB social security confirmation

Objection"I don't want to give my social."
Level 1

I completely understand. The reason they ask for it is that's how they verify your health status. And most importantly, that's the only thing on your death certificate when you pass that allows them to pay out to your loved ones. So go ahead with your social when you're ready.

Level 2 — Still Pushing Back

No worries — go ahead and confirm the first five of your social and I can validate the rest for you. We do have the last four on file. [If still resistant: send a photo of the application screen showing their name and carrier.]

Objection"I don't want to give banking info."

I completely understand. Quick question — have you ever given or received a check from anyone in your lifetime? At the bottom of every check you'll see the bank's routing and account number — that's how checks work. The only thing anyone can do with routing and account information is deposit money into your account. And I promise you I'm not that generous. [laugh]

The check analogy reframes routing info as something they've already shared with dozens of people. The humor breaks the tension.
No checkbook fallback

No worries — we can add a debit card on file for now and update it to bank draft later.

ScriptThe Final Recap

Alright — before we close everything out, a quick recap. Go ahead and write this down as we go.

1. Which carrier did we get you pre-approved with today? 2. What type of policy did we apply for? 3. How much coverage? 4. Monthly premium? 5. Effective date? 6. And most importantly — who's your favorite insurance representative? [laugh]

I really appreciate you trusting me with this and allowing me to help protect your family. Talk soon.

TemplatePost-Close Text
Hey [Client Name], It was my pleasure to help you and your family today. Save this number as my personal cell. Let me know once you receive your policy in the mail and make sure to write my name and number on the front of it. Also — they'll pay you $50–$75 per referral you send my way this week. It's free money! Coverage Amount: [insert] Monthly Premium: [insert] Recurring Date: [insert] Beneficiary: [insert] Please call me if you ever need anything at all.
Chargeback Prevention
"When your [spouse/family] asks about it — just show them the policy when it arrives." Most chargebacks at the spouse-objection stage happen because the client can't explain what they bought.
DrillFull Call Simulation

Run a complete call from opener through post-close text with a partner. Target: 35 to 50 minutes for a full close. Record it. Listen back for pace, silence after option presentation, and natural delivery on tie-downs.

ReferenceClient Information Sheet
Basic Info
Name
Date of Birth
Height / Weight
Phone
Email
Address
State of Birth
Social Security
Smoker / Nonsmoker
Coverage Amount
Premium Amount
Beneficiary
Name
Relationship
Date of Birth
% of Benefit
Banking
Bank Name
Routing Number
Account Number
Checking or Savings
Effective Date
Recurring Date
General Life — Additional Fields
Primary earner? Y / N
Dependents (names / ages)
Outstanding debts
Employer group coverage? Y / N
Face amount needed
The Why — Record Exact Words
Beneficiary name + relationship
Would it be tough on them financially?
What happens if you pass tomorrow?
Recent loss — cost / how they paid
Their WHY (identity frame answer)
Post-Call Checklist
  • Send post-close text within 5 minutes
  • Disposition correctly in CRM
  • Highlight green in tracking spreadsheet
  • Note health conditions affecting underwriting
  • Calendar follow-up call in 48 hours if pending
  • Request referrals if not already sent
Agent Training Modules Confidential · Internal Use Only

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