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Every call, every objection, every close — scripted and ready. Master these and you'll never be caught off guard.

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01
Direct Mail Opening Script
Phone Direct Mail
Use this when calling someone who sent back a direct mail reply card. They requested the information — remind them of that immediately.
// Prospect answers Hi, may I speak with [First Name]? ... Hi [First Name], my name is [Your Name], I'm calling from [Agency Name]. The reason I'm reaching out is because you recently sent back a card requesting information about your life insurance benefits — did you get a chance to look that over? — pause —

// If yes or vague: Perfect. I just want to make sure you have all the information you need. I'm going to be in your area [day] and [day] — which works better for you, mornings or afternoons?

// If they say they don't remember the card: No problem at all — it was a few weeks back. What it was about is making sure families in your area know what benefits they may qualify for. I just need about 15–20 minutes with you — I can do [day] at [time] or [day] at [time], which works?
02
Internet Lead Opening Script
Phone
Call within 5 minutes of receiving the lead. They just filled out a form — they're warm right now. Speed is everything.
// Prospect answers Hi, is this [First Name]? ... Hey [First Name], this is [Your Name] calling. You just filled out a form online looking for life insurance information — I wanted to make sure I got back to you right away. Did I catch you at an okay time for a few minutes? — pause —

// Bridge to needs assessment: Great. So just to make sure I point you in the right direction — are you looking for something to protect your family, cover final expenses, or something to build cash value over time? — pause, let them talk —

// Transition to appointment: Got it. Based on what you're telling me, I have a couple of options that would fit you really well. What I'd like to do is set up a quick 15-minute call so I can go over your options and get you some numbers — does [day] or [day] work for you?
03
Voicemail + Text Combo
Phone Follow-Up
Leave this voicemail, then immediately send the text below. Two touchpoints from one attempt — do this every single time they don't answer.
// Voicemail Hey [First Name], this is [Your Name] calling. I'm following up on the life insurance information you requested — I've got some options I think would work really well for your situation. Give me a call back at [your number] — I'll keep it quick, just 10 minutes. Again, that number is [your number]. Talk soon.

// Text (send immediately after voicemail) Hey [First Name], this is [Your Name] — just left you a voicemail about the life insurance info you requested. When's a good time to connect for a quick 10 min? - [Your Name]
04
Needs Assessment Questions
Phone
Ask these in order. Don't rush. The more they talk, the more you know — and the more invested they become. Listen more than you speak.
So [First Name], let me ask you a few quick questions so I can make sure I'm pointing you in the right direction...

1. What's the main reason you're looking at life insurance right now — is it to protect your family, cover final expenses, or build some savings?

2. Do you have any life insurance currently in place? // If yes: "How long have you had it? Do you know the coverage amount?"
3. Who are the people depending on you financially — spouse, kids, anyone else?

4. Do you have any health conditions I should be aware of so I can steer you toward the right program?

5. If something happened to you tomorrow, what would be your biggest concern for the people you love? — pause, let them answer fully —

Based on everything you've told me, I have a couple of programs I think are going to be a perfect fit. Let me show you some numbers...
05
Top Objection Handlers
Objections
An objection is not a no — it's a question. Each one means they're still engaged. Acknowledge, redirect, and keep moving forward.
"I need to talk to my spouse first."
That makes total sense — this is a family decision. What I'd actually recommend is let's set up a time when both of you are available for just 15 minutes. That way I can answer both of your questions at the same time. When are you two usually both home?
"I can't afford it right now."
I completely understand. That's actually why most people I talk to look into this — they want something that fits their budget. I have options starting at less than a dollar a day. Can I at least show you the numbers so you know what you're working with?
"I already have insurance through work."
That's great — work coverage is a good start. The thing is, most work policies only cover 1–2x your salary and they end the day you leave that job. What I show people is how to fill that gap so you're protected no matter what happens with your employer.
"I need to think about it."
Absolutely. What specifically do you want to think about? I want to make sure I've given you everything you need to make a good decision. Is it the coverage amount, the cost, or something else?
"I'm not interested."
I hear you. Can I ask — is it that you have plenty of coverage already, or is it more that now just isn't the right time? I just want to make sure I'm not wasting your time with something that doesn't apply to you.
"I have health issues."
I appreciate you sharing that with me — that actually helps me a lot. The good news is I work with several carriers that have programs specifically designed for people with health histories. Let me find out exactly what you qualify for.
06
The Assumptive Close
Closing
Once they've agreed the coverage makes sense, move directly into the application. Don't ask for permission — assume the sale and guide them forward.
// After presenting the plan So based on everything you've told me, Option [A/B] makes the most sense for your situation. The coverage is [amount], the premium is [amount] per month, and it's [carrier] — one of the strongest companies in the country for this type of plan.

Let's go ahead and get you started — I just need a few pieces of information to get your application in. What's your full legal name? — move directly into the application —

// If they hesitate: Look, [First Name] — the only thing standing between your family being protected and not being protected is this conversation right now. The coverage doesn't cost anything to apply for. Let's just get you locked in at this rate while everything looks good on your end.
07
Recruiting / Prospecting Script
Phone
Use this when reaching out to potential recruits — warm contacts, referrals, or people who've expressed interest in additional income opportunities.
// Opening Hey [Name] — this is [Your Name]. I don't want to take up too much of your time. I'm in the insurance industry and I'm expanding my team. I came across your name and thought you might be someone worth talking to. Are you open to hearing about something, or are you happy doing what you're doing? — pause —

// If open: Perfect. What I do is help people get licensed in life insurance and build their own agency. Most of the people on my team earn anywhere from $3,000 to $10,000+ a month — and the best part is they set their own schedule. It's not for everyone, but for the right person it's genuinely life-changing. All I want to do is show you what it looks like — can we grab 20 minutes this week?

// If hesitant: I totally get it. No pressure at all — I'm only looking for people who are serious about building something. If after 20 minutes it doesn't make sense for you, we shake hands and I won't bother you again. Fair enough?
08
Follow-Up Call Script
Follow-Up
Use this when calling back someone who said "I'll think about it" or missed a scheduled appointment. Keep it warm, not pushy.
// Prospect answers Hey [First Name], it's [Your Name] — we spoke [yesterday / a few days ago] about your life insurance options. I wanted to circle back and see if you had any more questions or if anything changed on your end. — pause, let them speak —

// If still thinking: I completely respect that. I just want to make sure you have everything you need. Was there something specific that was holding you back — was it the price, the coverage amount, or something else? — listen closely, this is where the real objection surfaces —

// Re-close after handling objection: [First Name], I've worked with a lot of families and the ones who waited always wish they hadn't. Rates are based on your age and health today — both of those can only go one direction. Let's just get you locked in while everything is working in your favor. Can we do that today?
09
ALL IN Rebuttal Sheet
Rebuttals
Straight from the ALL IN playbook by John Egan. An objection is never a no — it is a question. Acknowledge, redirect, keep moving forward.
"I don't remember filling that out."
No worries — you would have gotten this taken care of because you are on a fixed income like Social Security, disability, retired, or still working. Which one are you on?
"I already have life insurance."
That is exactly why I am calling. I am a Policy Service Director — my job is a little different than the agent who first set you up. I just review your policy and make sure it was set up correctly. Your agent should have mentioned I would be reaching out — did they go over that with you?
"You don't work with my insurance company."
I work with all of the life insurance companies — check your text, those are the main carriers I work with. Which one is yours?
"I'm not interested."
Interested in what? You already have it. I am a Policy Service Director — my job is just to review your policy and make sure it was set up correctly. Did your agent mention I would be reaching out?
"I want to think about it."
I completely understand — but we do not even know if you are approved yet. My job is to fill out the application and see what that coverage would look like, so I am assuming you want to try to get approved first — the B option.
"I can't afford it."
I completely understand. I mainly work with people on Social Security, disability, and fixed income — you guys actually get pre-negotiated rates to make sure you have that coverage. Does that make sense?
"I don't give my social out over the phone."
Neither do I — unless it is for insurance. The life insurance company needs it for two reasons: to match with your death certificate if something happens, and to make sure that money reaches your beneficiary when you pass away. Go ahead when you are ready.
"I don't give my bank info out over the phone."
I have got the routing number on my end — I am going to read that to you. Go ahead and grab a checkbook, mobile app, or bank statement and I will read it to you. Sorry to make you run around.
"I've got insurance through my job."
That is exactly why I am calling — the coverage you have through your job expires 31 days after you quit, retire, or get fired. What we are doing is making sure you have your permanent, portable coverage in place so when you retire you are not paying an arm and a leg. Does that make sense?
"The VA covers my funeral and burial."
I mainly work with veterans and I am familiar with the process — they pay up to $5,000, and funeral costs run about $15,000. What we are doing is catching you up with the other veterans and making sure you have coverage to account for that difference.
"I'm donating my body."
I understand — but just because you are donating your body does not mean they will take it. You are just on a list. Unless you are perfectly healthy when you pass, they may not accept it — which would leave the expenses to your family. We set this up so your family is covered either way.
"I can't pay for it today."
No problem — it will come out on the [draft date] when you get paid.
"I have no dependents."
You sound exactly like my dad. The reason he actually has life insurance is for the living benefits — if he becomes critically, chronically, or terminally ill, he has access to that money while he is still alive. If he never uses it, it goes to a charity.
"I've got money set aside in the bank."
I completely understand — life insurance grows at a 4.8% interest rate, so it is basically like a glorified savings account. You would just be relocating that money to somewhere it earns more.
"I need to talk it over with my spouse."
I completely understand. My job is just to see whether or not you are able to get approved medically — so we are going to jump into an application and see if you are approved, so you have something concrete to talk about with your spouse. Note: never pitch the husband without the wife — but you can pitch the wife without the husband.
10
IUL Script — 3 Birds With One Stone
Phone IUL
For higher-intent IUL leads. Scale 1–5: explain thoroughly. Scale 6–10: don't overcomplicate, find out what they already know. Structure: 3 birds — Death Benefit, Cash Value, Living Benefits.
// Opening Hey [Client] — this is [Your Name], the IUL specialist. I was getting back to you regarding the information you requested about the IUL and becoming your own bank with a cash value life insurance policy. Does that ring a bell? What sparked your interest? And on a scale of 1–10, how much do you currently know about an IUL — just so I know where to start?

// 3 Birds With One Stone The way I like to explain an IUL is 3 birds with one stone.

Bird 1 — Death benefit: Paid out 100% tax-free. Life insurance is a non-taxable event — there are tax codes where Uncle Sam cannot touch it.

Bird 2 — Cash value: Compounds interest every year at an average 6–12%. You know how a savings account builds at maybe 0.01–2%? This builds at 6–12% — dollars on pennies instead of pennies on dollars.

Bird 3 — Living benefits: If you become critically, chronically, or terminally ill, the insurance company grants you early access to that money for medical bills, groceries, rent, wherever you need breathing room. It can even cover health insurance deductibles — essentially making your hospital visit free.

// The 0% floor — IUL vs 401k One key difference with an IUL versus a 401k: there is a 0% floor. So if the market drops like it did in 2008, the worst case is break even. Let's say you have $100,000 cash value and the market does 0% — and the cost of insurance for that year is $2,000. You will not pay more out of pocket, you will just have $98,000 cash value. Does that make sense?

// How loans work — your own bank Let's say you have $50,000 cash value and need $10,000 for a down payment, car, or college fund. Instead of going to the bank and paying 11–15% tax while going into debt, you borrow from your own policy at the insurance company's interest rate — around 5%. You are essentially being your own bank. And debt cannot be taxed — so we take loans, using the insurance company's money as collateral.

// Customize + close into illustration This is not one-size-fits-all — we customize it specifically for you. Most families contribute anywhere from 5–10% of their monthly income. Some clients put in $200–$300 a month, others $500–$1,000. Did you have a number in mind, or do you want to see a few options and plug and play with the illustration?
11
Veteran Lead Script
Phone Veterans
Send PDF of your license during the call. Position as a broker — not a salesperson. Collect 3–4 beneficiaries at close for referrals. Solidification is critical on every vet call.
// Opening Hey [Name] — I was getting back to you regarding the veteran life insurance form you filled out. Do you remember doing that? Perfect — my job is really simple, I am a broker that works with veterans. Whatever questions you have, I will be able to answer them. What was the main concern when you filled out the form — leave money behind for the spouse, or for the kids?

// Build trust Go ahead and grab a pen and paper so you know who you are speaking to. [Send PDF of your license.] My job is not to sell you life insurance — my job is to give life insurance to people who want it and understand its importance. I work with 30 different life insurance companies to help veterans find the best product, best price, and best value. I am not the type of person who gives you a product and you never hear back — I follow up every quarter to check in on you and the family.

// Medical questions Do you have any major medical conditions? Heart attack, stroke, high blood pressure, diabetes, cancer? [Explain product based on conditions.] My job is like a waiter at a restaurant — I just take down the orders and give you what you want. How much a month did you want to put towards your life insurance coverage?

// A / B / C options Do me a favor and write down A, B, and C.

A — Maxes out your coverage. Takes care of all the major expenses and leaves money behind. Most families go with this if they are really good at saving.

B — The state recommended amount for your age. Takes care of the inflation side so you are protected today and in the future.

C — The bare minimum we WILL do today. Gets your foot in the door and makes sure you are being proactive. Allows you to upgrade in the future.

Which one of these options makes the most sense for you?

// Solidification — same as standard close Write down draft date, coverage amount, and premium. Confirm affordability. No cancellation. Save me as a contact. I should be the ONLY one calling about your policy — nobody else.
12
Policy Review / Service Director Script
Policy Review Phone
For clients who already have a policy. Position as a Policy Service Director reviewing their coverage — not reselling. Goal: find them more coverage for the same price or a policy with better benefits/living benefits.
// Opening That is exactly why I am calling — I am the policy service director. My job is different from the agent that set you up. My job is just to review your policy, make sure everything was set up properly, and that you got the paper copy mailed to the house.

// If hesitant They should have let you know we would be reaching out to make sure it was set up correctly and that you were not overpaying — because the last thing we want is for you to go 2–3 years and realize you could have had more coverage or additional benefits.

// Verify + pull quote tool I work with the benefits office — we work with all the insurance companies and just handle the service reviews. I am pulling up the policy now. We have your date of birth as [DOB] — is that correct? While it loads, do you remember how much you were paying or the coverage amount? Did we get the paper copy mailed to [address]? Perfect.

// After finding better coverage It looks like you should have [X] of coverage for the same price you are currently paying. My job is just to fix that. Go into eApp — when you get to social: could you verify the social we had on your previous policy? When you get to banking: what is the name of the bank? I am going to read off the routing number — do you have something to verify it with? Go ahead with the account number. And was that checking or savings?

// Effective date + solidify Most policyholders want the policy effective immediately — it will be drafted in 1 to 4 business days. Is there any reason it would go insufficient funds or overdraft? And you want it recurring every month on which day? [Solidify — back to standard close script.]