Before You Start: Setting the Right Mindset

Insurance leads are different from most other financial services leads. The consumer has usually made an enquiry about something they know they probably need but haven't gotten around to sorting out. They're rarely in a rush, and they're often slightly uncomfortable talking about life insurance, income protection, or critical illness — these are products that force you to think about worst-case scenarios.

Your job on the first call is to make the conversation feel comfortable, helpful, and low-pressure. The best insurance advisers position themselves as educators first and salespeople never. If you genuinely help someone understand their protection needs, the sale follows naturally.

Script 1: Life Insurance Lead — Initial Call

Opening

'Hi, is that [First Name]? Great — it's [Your Name] from [Your Firm]. You looked into life insurance recently online, and I just wanted to give you a quick call to see if I can help. Have you got a couple of minutes?'

Understanding Their Situation

'Perfect. Before I go into anything, it would be really helpful to understand what prompted you to look into life insurance. Was there something specific — maybe a life event, or something you've been meaning to sort out?'

[Listen. Common triggers: new baby, house purchase, partner request, just 'something I need to do.']

'And do you have any cover at the moment — either personally or through your employer?'

'How about your partner — are they covered at all?'

Educating and Building Value

'What most people don't realise is that life insurance isn't one-size-fits-all. The type of cover, the amount, and the term all make a big difference to both the premium and whether the policy actually does what you need it to. For example, if you've got a mortgage, you'd typically want cover that at least clears the mortgage if the worst happened. On top of that, you'd want to think about how your family would manage day-to-day costs.'

'What I'd like to do is spend about 15-20 minutes going through your situation properly — looking at your income, your debts, your family circumstances — and then come back to you with a recommendation that's tailored to you. Would [day] at [time] work for a quick call to do that?'

Script 2: Income Protection Lead — Initial Call

Opening

'Hi [First Name], it's [Your Name] from [Your Firm]. You recently enquired about income protection, and I just wanted to give you a quick call. Is now a good time?'

Understanding Their Situation

'Income protection is one of those products that most people have heard of but aren't entirely sure how it works. Can I ask — what prompted you to look into it? Was it something specific, or more of a general awareness that it's something you should have?'

[Listen. Common triggers: self-employment, hearing about someone who was unable to work, mortgage adviser recommended it, employer doesn't offer sick pay.]

'And what do you do for work, if you don't mind me asking? The reason I ask is that your occupation makes quite a big difference to income protection — both in terms of the cost and how the policy is set up.'

Educating

'So income protection basically replaces a portion of your income — usually around 50-65% — if you're unable to work due to illness or injury. The key things that affect the policy are your occupation, whether you want it to cover you until retirement or for a fixed term, and how long you'd want to wait before the policy kicks in. Most people choose a waiting period that matches how long their employer would pay them — so if you get 3 months' sick pay, you'd set a 3-month wait, which also brings the premium down.'

'I'd like to look at this properly for you. Can we book a 15-minute call where I can go through the details and give you some options?'

Script 3: Over 50s Life Insurance — Initial Call

Opening

'Hi [First Name], it's [Your Name] from [Your Firm]. You recently looked into life insurance options and I just wanted to give you a call to see if I can help. Is this a good time?'

Understanding Their Situation

'Of course. Can I ask what you were hoping the cover would be for? Some people are looking to cover funeral costs, some want to leave something for their family, and others want to clear specific debts. Understanding what matters to you helps me find the right type of policy.'

'And do you have any existing life insurance at the moment?'

Educating

'There are a few different options depending on what you need. Guaranteed acceptance plans — the ones you see advertised on television — don't require any health questions, but they tend to be more expensive for the amount of cover you get, and most have a waiting period in the first year or two. If your health is reasonable, we can often get you significantly more cover for the same monthly premium through an underwritten policy. The difference can be quite substantial.'

'What I'd suggest is having a short conversation about your health — nothing invasive, just the basics — so I can see which type of policy gives you the best value. Would that be okay?'

Insurance-Specific Objection Handling

'Just Send Me a Price'

'I'd love to — the challenge is that insurance prices vary enormously depending on the type of cover, the amount, the term, and your health. If I just pick a number, it might be completely wrong and either put you off or give you false expectations. If I can ask you literally four or five quick questions — takes about two minutes — I can give you an accurate indication rather than a guess. Would that be okay?'

'I Already Have Cover Through Work'

'That's a really good starting point. Do you know roughly how much cover you have? In most cases, employer life cover is around 2-4 times your salary, which is helpful but often isn't enough to clear a mortgage and support a family long-term. The other thing to consider is that it's tied to your job — if you leave or change employers, the cover stops. A personal policy sits alongside your work cover and stays with you regardless. It might be worth reviewing both together to make sure there aren't any gaps.'

'I Can't Afford It Right Now'

'I completely understand — budgets are tight for most people. The good news is that life insurance is usually more affordable than people expect. For a healthy 35-year-old, basic term cover can start from around £8-£12 a month. And the earlier you take it out, the cheaper it is — premiums go up with age and any health changes. What I'd suggest is letting me run some numbers for you with no obligation. That way you can see exactly what it would cost and make a decision based on facts rather than assumptions. Does that sound fair?'

'I Need to Think About It'

'Of course — it's an important decision and you should take the time you need. One thing I would say is that once I've put together a recommendation, the quotes I get are usually valid for around 30 days. If anything changes health-wise in the meantime, it could affect the premium or the terms. I'm not trying to rush you at all, but it's worth having the recommendation in hand so you're not starting from scratch if you decide to go ahead. When would be a good time for me to check back in with you?'

'My Partner Handles the Finances'

'No problem at all. Would it be helpful if I arranged a call when your partner is available? That way they can ask any questions and you can discuss it together. What time of day works best for both of you?'

'I Don't Believe in Insurance'

'That's a fair viewpoint — and you're certainly not alone. If I'm honest, the industry hasn't always done a great job of making insurance feel relevant. All I'd say is that the purpose of life insurance isn't really about insurance as a concept — it's about making sure the people who depend on your income aren't left in a difficult situation if something unexpected happens. Whether that's clearing a mortgage, covering school fees, or just maintaining a standard of living. But you know your situation better than anyone, and if it's not something you want to explore, that's absolutely fine. I appreciate you taking the call.'

Tips for Insurance Calls Specifically

  • Don't talk about death more than necessary. Focus on the positive — protecting the family, securing the home, maintaining their lifestyle. The consumer already knows what life insurance is for; dwelling on worst-case scenarios makes people uncomfortable and less likely to proceed.
  • Use real numbers. Saying 'it could be as little as £10 a month' is more powerful than saying 'it's very affordable.' Concrete figures help people make decisions.
  • Let the silence work. After asking a question, wait. Insurance conversations touch on personal and sometimes emotional topics. Give the consumer space to think and respond.
  • Don't oversell. If someone genuinely doesn't need or want insurance, respect that. Pushing too hard damages trust and generates complaints. A respectful exit leaves the door open for the future.
  • Always offer a written summary. After the call, send a brief email summarising what you discussed. This gives the consumer something to share with their partner and refer back to, and it demonstrates professionalism.