Objection Handling Masterclass for Insurance Agents

Objections aren't rejections. They're requests for more information.

The prospect who objects is still engaged. The one who says nothing and disappears — that's the one you've lost.

Here's how to handle every objection you'll face.

Table of Contents

• Understanding Objections
  • What Objections Really Mean
  • The Right Mindset
• The Objection Handling Framework
  • L.A.C.E. Method
• Price Objections
  • "It's too expensive"
  • "I can't afford it right now"
• "I Need to Think About It"
  • Understanding the Objection
  • Responses
  • Creating Urgency (When Appropriate)
• "I Already Have Insurance"
  • Understand First
  • Responses
• "Send Me Information"
  • The Brush-Off Test
  • Handling the Brush-Off
• "I Don't Need Insurance"
  • Understand Their Position
  • Real Examples
• "Now Is Not a Good Time"
  • Clarify
  • Urgency When Appropriate
• "Your Price Is Higher Than Competitor"
  • Don't Panic
  • Common Findings
  • If You're Actually More Expensive
• "Let Me Talk to My Spouse"
  • Legitimate Objection
  • Offer Options
  • Don't
• Sales Process Objections
  • "I want to shop around"
  • "Can you give me a discount?"
• The Follow-Up After Objections
  • If You Overcame the Objection
  • If They Need Time
• The Bottom Line
• Next Steps

Understanding Objections

What Objections Really Mean

The Right Mindset

The Objection Handling Framework

L.A.C.E. Method

Price Objections

"It's too expensive"

Listen: Let them finish.

Acknowledge: "I understand. Budget is important."

Clarify: "When you say expensive, is it the monthly amount, or the overall investment?"

Respond based on answer:

Alternative response:

"Compared to what? The cost of being uninsured when something happens? A single hospital admission can cost KES 500,000+. This cover is KES 50,000/year. That's protection against financial disaster."

"I can't afford it right now"

Acknowledge: "I hear you. Timing matters."

Clarify: "Is it the total amount, or is there a budget you're working with?"

Options:

"I Need to Think About It"

Understanding the Objection

This usually means:

• Not convinced of value
• Not sure about you/the product
• Needs spouse/partner input
• Genuine need to consider

Responses

Clarify first:

"Of course. Help me understand what you're weighing up — is it the coverage, the cost, or something else?"

If it's genuinely about considering:

"Absolutely. What information would help you decide? And when would be a good time to follow up — is Tuesday or Thursday better?"

If it's an excuse to end the conversation:

"I appreciate that. Most of my clients wanted to think about it too. Usually they were weighing [common concern]. Is that what you're thinking about?"

Creating Urgency (When Appropriate)

"I Already Have Insurance"

Understand First

Ask: "Great. What do you have currently?"

Responses

If similar coverage:

"Good — you understand the importance of protection. When's your renewal? I'd love to show you how your current plan compares. Even if you stay put, you'll know you're getting the best value."

If employer-provided:

"That's great while you're there. What happens if you change jobs, get retrenched, or retire? Do you have any personal coverage that follows you?"

If inadequate:

"I appreciate you being covered. Let me ask — if you were hospitalized for 3 months, would your current cover be enough?"

"Send Me Information"

The Brush-Off Test

Most of the time, this means "go away." Test it:

"Happy to. What specifically would you want me to include?"

Handling the Brush-Off

"I can definitely send you information. Usually it's more helpful if I can walk you through it — these documents can be confusing without context. Can we schedule 15 minutes for that?"

Or:

"I'll send it over. What day works to discuss it — would Tuesday or Friday be better?"

"I Don't Need Insurance"

Understand Their Position

Ask: "Help me understand — what's making you feel that way?"

Real Examples

"I understand. Nobody plans to need insurance. But I've seen families wiped out financially by one accident. I've also seen others who paid KES 50,000 in premiums and got KES 3 million in claims. Which situation would you rather be in?"

"Now Is Not a Good Time"

Clarify

"I appreciate that. What would make it a better time?"

Urgency When Appropriate

"I hear you. The challenge is, insurance is like a parachute — you can't buy it when you're already falling. What would need to happen for this to become a priority?"

"Your Price Is Higher Than Competitor"

Don't Panic

Ask: "Can you share what you were quoted? I want to make sure we're comparing the same thing."

Common Findings

If You're Actually More Expensive

"You're right, we're a bit higher. Here's why — [specific benefit]. Is that worth [difference amount] to you?"

"Let Me Talk to My Spouse"

Legitimate Objection

"Absolutely. These decisions should be made together. Can we schedule a time when both of you are available? That way I can answer their questions directly."

Offer Options

Don't

• Let them become a Chinese whisper
• Accept indefinite delay
• Lose control of the process

Sales Process Objections

"I want to shop around"

"I'd expect nothing less. Let me ask — what will you be comparing? If I know that, I can make sure you have the right information to compare apples to apples."

"Can you give me a discount?"

"I wish I could set the rates. The good news is these are competitive rates. What's making you ask — is it the overall cost or comparing to something else?"

The Follow-Up After Objections

If You Overcame the Objection

Move toward close:

"Great. So that concern is addressed. What else would you need to know before moving forward?"

If They Need Time

Secure next step:

"I understand. Let's do this — I'll call you on [specific day and time]. Does that work?"

The Bottom Line

Every objection you handle well brings you closer to the sale.

Next Steps

1. List objections you hear most
2. Prepare responses for each
3. Role play with colleagues
4. Review after each conversation
5. Refine what works
6. Read: Cold Calling Scripts That Work