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Selling insurance by phone and converting more calls to customers is a lot easier with the right sales pitch script.

You’ve made several calls that have all gone to voicemail. You click the button to leave your automated message and move on to the next call. You’re expecting to get voicemail again. Then you hear, “Hello.”

A real person! Your chance to make a sale, build your customer base, and dream about retiring at a 5-star resort. Except…

You stammer and hesitate. You weren’t ready to talk to anyone, because you didn’t think your call would get answered. As the sale slips through your fingers, you realize you have one last chance – your sales pitch script. Suddenly you and your customer are chatting away like old friends. Your script saved you. Again.

A sales pitch script is the secret behind the success of so many sales calls. A good script keeps you focused, helps you communicate the proper information, manage your time on the call, and ultimately close more sales.

Is one script that much different than another? Are there ways to make one more effective? Yes.

Writing a script is both science and art. Some words work better than others, the length can make a difference, and of course, the content needs to be there in a digestible format. So where do you begin writing your sales pitch script? These tips are sure to help create a great script and boost your insurance sales over the phone.


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sales pitch script

Your essential guide to writing an effective sales pitch script

When you start writing your pitch, the first thing to understand is that you’ll likely need more than one script. For example, your cold calling script should be different from your sales pitch to a warm lead.

The second thing to remember is that your script needs to be short while retaining all the important information. A good sales pitch script will help you remember that information, while simultaneously preventing you from rambling on too long. Using a script can also help you avoid making mistakes that could ruin your chances of making a connection.

Third, a script should be neither too formal, nor too informal. Aim to strike a balance between the two, so you don’t scare off your prospects by being too sales-y or too familiar.

Once you write your script, tailor it to your different prospects’ specific needs. You aren’t trying to sell business insurance to someone who needs homeowner’s insurance, so be sure your scripts are formatted accordingly. This is easy if you have a CRM like Call Logic that can store different templates which you can easily access from call to call.

Finally, do your best to memorize your scripts. If you sound like you’re reading from a page, you’ll come across as inauthentic and lose your prospect right away. Ultimately, your script is a prompt, not a document that you read word-for-word every time you make a call.

sales pitch script

Talking to your prospective customer

The way you begin your sales pitch script will make a significant difference in how your prospects respond. Start by disclosing who you are and what company you work for.

Salesperson: Hi, Kathryn, my name is Michael. I’m calling from ABC Company. How are you today?

The odds are good that Kathryn will answer your question even though she knows it’s a sales call. Simply getting a response is a hook—she didn’t hang up on you or tell you immediately that she’s not interested. The next step, however, is crucial to getting Kathryn to stay on the phone.

Kathryn: I’m fine, thanks.

Salesperson: Glad to hear it! I see you’ve just started a new business down on Main Street. Congratulations! I’d love to take a few minutes to tell you how we can save you money on your business insurance without compromising the quality. Would you be interested in learning more?

Kathryn: Sure, I guess.

Notice how the sales pitch script starts with something less formal before launching into the reason for the call. You want to try to find common ground with the prospect, something meaningful to them.

See also how the question you ask is not whether Kathryn would like to buy, but if she’d like to learn more. This is your hook. You keep your prospect on the phone by offering information first rather than your product.

Once you have their attention, it’s time for the pitch.

Salesperson: Great! Thanks to a broad client base, ABC Company can offer you insurance at a rate that’s 20% less than most other insurance companies without increasing your deductible.If you have about 15 minutes, I could give you a quote right now. Does that sound like something that would interest you?

Kathryn: Sure, I can spare 15-minutes for 20%.

Voila! You’re closing in on a sale in just a few simple sentences. Now all you have to do is hash out the details, and switch over to your closing sales pitch.

Now you may be thinking, what if the prospect objects? This is bound to happen from time to time, so it’s good to have a sales pitch script that addresses this.

When your prospect says they’re not interested, touch on a pain point for them.

Kathryn: Thanks, but I’m not interested.

Salesperson: Okay, but can I ask you one more question?

Kathryn: Okay.

Salesperson: If you could save 20% on your business insurance without raising your deductible, would that interest you?

See how you’ve leaned into the sales pitch anyway? And you’ve done it by making it sound appealing to her and her business rather than just telling her that it’s what your company can do.

Of course, no sales pitch script can cover every objection, and sometimes you’ll have to move on. However, by following these simple steps, you’ll find that most people will at least hear you out or agree to receive more information. That’s a success in the sales world. You’ve gotten a prospect to say “yes,” which is the first step towards turning them into a customer.

Use sales scripts to help you remember all the details, stay focused, and most of all, to help make a connection with someone who needs what you have to offer.


Make more calls in less time with Call Logic. Contact us today for a free demo and learn more!