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Face Prospective Insurance Clients Online: Personal Interactions Still Matter

By Matthew King

Written On September 24, 2019

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The Internet has become the marketplace of today’s consumers. Thanks to advancements in technology, you can practically buy anything online: clothes, toys, food, gadgets — and even life insurance. 

The global online insurance industry experienced an expansion between 2007 and 2012, increasing to 5 percent in 2012. Industry leaders were confident that growth was on the horizon since the number of online services continued to increase. With potential policyholders more interested in convenient and accessible mobile solutions, online insurance purchases have become a trend.

Online advertising, interactive websites, social media, and direct e-mail are all useful tools in raising awareness. But if you want to close a final expense insurance sale, it’s best to add a 'human touch' by maintaining the face-to-face approach — even if it’s just online.


Understanding The Preference for Online Transactions

It’s all about convenience.

Since the financial industry embraced technology to improve its services, everything is accessible with just a click of a button, including life insurance. People are now more comfortable with transacting online and using the Internet to learn about final expense insurance.

Online, potential policyholders have access to detailed information about a plan: features, payment terms, and possible alternatives from other insurers.

There are also policy comparison platforms online that help buyers compare all key factors across a variety of policies. 

Some websites even allow policyholders to verify claim settlement records and the insurers’ credibility.

Undoubtedly, the process of purchasing a policy online is simpler and paper-free. People who don’t have the time to meet agents and evaluate options would prefer going down the digital lane. 

Convenience also motivates some insurance agents to transfer their sales platforms online. Selling final expense life insurance online sounds more appealing than door knocking, cold calling, or driving to different appointments.

The process can be complex since it involves setting up websites and investing in digital marketing tools, but selling is more straightforward since the site has everything both the agent and potential client needs.

Meet Clients Personally - Even Through Their Screens

Handling transactions online sounds easier for both parties, too. Some types of insurance do not require meeting with a client in person. But that doesn’t mean you can’t add a “humanizing” touch to your online services.  

Thanks to the progress of technology, it’s possible to maintain face-to-face interactions through chats and video calls.

An Educational Experience

A website can contain all the information a prospective policyholder needs to learn the basics of final expense life insurance, but meeting the agent allows them a more detailed look at their target plan.


Pro Tip: Online face-to-face meetings provide your prospect with more than just product information; they can also ask you immediately about risk factors, insurance alternatives, and what they can expect in the future.

Mid-market income consumers, in particular, require more than just textbook information. This consumer market includes individuals who are working, have families, and are now planning their retirement. By meeting with them online, you can provide them with a more detailed explanation of your products and answer questions immediately.

Face-to-face meetings simplify the complexities of insurance selling. You can carefully walk your prospects through the process, which is more helpful than computer-generated answers. Also, you can lead your clients to gain clarity and be more comfortable with their decision to buy a plan.

How to Educate Without Sounding Pushy

There are better ways to educate customers without applying a pushy salesperson techniques at them.

Consider The Following Sales Techniques:

  • Leverage testimonials. People trust what satisfied customers say. Mention to them the feedback of satisfied policyholders during your initial conversation.
  • Don’t just sell the product; sell yourself, too: your experience, expertise, and knowledge. Customers need the assurance that you can help them secure their future. Emphasize the benefits of working with an experienced insurance agent personally compared to buying life insurance online.
  • Think about the customer first. Before you sell to them, put yourself in their shoes and determine their pain points, as well as how you can address these problems with final expense insurance.

Thorough Planning is Essential

As clients get older, they start worrying about their retirement funding.

Common questions they ask during this period include, “Where do I get the funds?” “Are my current insurance products sufficient?” or “Is there another way to secure my future?”

These are the scenarios that demonstrate why technology cannot replace human interaction, especially when it comes to final expense insurance. Life insurance covers a spectrum of product options, but your clients have unique needs. Each product should accommodate the policyholder’s requirements.

In the case of short-term insurance, it’s easy to select your options on a website or over the phone. This is not the case for permanent insurance policies, however, such as final expense life insurance.

You can apply your expertise and power of persuasion during a personal consultation online.

Through scheduled interactions, you can help customers navigate their insurance selections better until they arrive at an optimal solution.

It helps potential clients find policies that meet their needs and are in line with their budget, as well as prevent misguidance when clients come to claim.

Build Long-Term Relationships

Regardless of what you are selling, real success is all about developing stronger relationships with your client. This can be difficult to achieve if you let clients purchase life insurance without consultation. Email exchanges are helpful, but it would be best to schedule a video call or chat.

Virtual interaction doesn’t have to be “cold” or “dull.” It depends on how you handle the conversation.

Online meetings allow you to ask relevant questions about a prospect’s situation. You can take their responses and concerns into account before you explain how final expense insurance will benefit them.

How To Establish a Stronger Client-Agent Relationship:

Get Personal.

It starts with a good conversation that highlights the things you have in common (be it a business connection or shared concerns with insurance).

Once you’ve warmed up the talk, start asking them about personal concerns and their view of the future. Get to know them then let them get to know you.

Periodic Communication.

After the initial meeting, make sure you frequently communicate with a client. Don’t just settle for automated e-mails; set up yearly policy reviews via online meetings.

Make sure to personalize these meetings and provide them with helpful advice and suggestions. (This is a chance for cross-selling opportunities to present themselves)

Customer Rewards.

Inform prospects of current loyalty programs and show them the benefit of joining these offers. Rewarding loyal customers retain clients and can increase your referrals.

Direct Referrals Will Come From It

Meeting with a potential insurance policyholder and turning them into a satisfied client are ways to get more referrals. Once you’ve established a good relationship with a policyholder, a good business practice is to ask them for referrals.

They will lead you to their family and friends who could also benefit from final expense life insurance.

Clients will only refer you to others if you:

  • 1
    Listen attentively to their concerns.
  • 2
    Provide high-quality insurance products.
  • 3
    Honestly answer their questions.
  • 4
    Address their concerns with a high-level of support and integrity.

How to Properly Ask for a Referral

Referrals are valuable in growing a thriving client base, but how can you ask a client for them?

Here are a few examples to make the task easier:

  • “I’m delighted you are happy with my service. Do you know if any of your neighbors, friends, or loved ones could use some help with life insurance?”
  • “I'm glad you found my service helpful for your financial security. I’d really appreciate it if you can pass my name to friends or loved ones who need final expense insurance. Is it OK if I leave extra business cards with you?”
  • Do you have a loved one or friend you are really close to? Do you know if they need any assistance with their life insurance needs? Here are a few business cards you can give them.


Pro Tip: Avoid asking for a referral when presenting a bill. Always ask when the client is in a euphoric state. For instance, after you've helped fix a problem that's really been bothering them. Or after eliminating a concern they've had.

Personalized Service: The Way To Any Client's Heart

It’s easier to personalize your services when you intentionally meet (online, phone, or face to face) with your clients. This will make them feel like they’re doing business with a human, as opposed to a company behind a website.

Simple gestures such as saying your customer’s name while you interact can help them feel like they’re receiving personalized services.

Using a client’s name is a powerful form of personalized services since you show that you think of them as an individual customer, not just another face in your pool of prospects.

Also, learn more about your customers: their birthdays, families, work, and others. Information is a powerful tool in keeping good communication flowing with a prospect.

Better Communication Is The Key To Exceptional Selling 

Convenient communication should be another plus selling final expense insurance online. It’s easier to get your message across when a client is in front of your screen; there are fewer chances for misinterpretation and confusion.

Selling insurance, however, isn’t always straightforward. Insurance products are complicated, and sometimes, prospects come in with their own assumptions, expectations, and biases. If they misunderstood their policy, they might file claims they’re not entitled to or regret their decision to buy the plan in the first place.

Excellent communication is the key to selling final expense insurance successfully. It would be best if you communicated well to make sure clients understand their policies and buy the right coverage. Communicating well builds empathy and trust, which results in customer retention and expansion.

So What Are The Communication Skills You Need?

Verbal Skills

Insurance policies can be complicated, especially to first-time clients. Some of them struggle with understanding the insurance jargon or don’t take the time to read the fine print.

Practice explaining the policies in a clear, concise, and accessible way. Learn how you can easily break down the process for them, as well as the types of insurance they need and why. On some occasions, it’s difficult to simplify complex concepts into easily-understood explanations on the spot.


Pro Tip: To get around this, write down the crucial things a prospect needs to know about final expense life insurance and describe them in one sentence each.

Run the one-liner explanations to a loved one or friend who isn’t in the insurance industry before you use them on a client. You don’t have to read the list when you talk to prospects, but writing it down can help you focus on your thoughts, as well as reduce the complexities of a term before you say it.

Listening Skills

Some agents go to meetings with a preconceived notion of what the prospect needs — and they stick with it, even though the client is telling them something different. Don’t just listen to what customers have to say. 

Hear them out and offer them the right insurance that suits their needs. Always listen to them with an open and look for opportunities to upsell when you can.


When you build rapport, you’re building confidence, trust, and a sense of connection and ease with your clients. It’s the ability to bring prospects around your way of thinking, as well as helping them see an issue the way you do. 

The stronger the rapport you build with clients, the easier it will be to communicate and explain even the most complicated insurance policy concepts.

Strong communication maximizes the benefits that come with face-to-face online interactions. Improve how you talk with clients by practicing your pitches, lending a listening ear, and equipping yourself with selling knowledge only experts can provide.

Know What You're Selling

TR King Insurance Marketing knows the value of establishing a strong connection with a prospect — even on your first online meeting. It doesn’t matter where you are in your insurance career journey. Count on us to help you exceed the expectations of your clients with our training and support. 

Partner with us, and we’ll create an action plan that aligns with your business goals. 

Producers who work with us benefit from the following:

  • Access to online training programs that advance your product knowledge.
  • Simple online contracting that cuts down the amount of hefty paperwork, saving you more time along the way.
  • High commissions.
  • Access to top-rated insurance products.
  • Open Release policy and first day vesting.
  • Compensation paid directly to you by the carrier.
  • Exclusive agent discounts.
  • Free access to tools and software to help you make more sales.
  • Good and old fashioned customer service with a live person with rapid response to emails, phone calls, and live chats.
  • Mentoring and client assistance while you are in the field.

Perfect your pitch when you meet a client. Let TR King Insurance Marketing help you solidify your sales strategy. 

Call us today to learn more.

Key Takeaways In This Article

  • Be open to the idea of meeting your clients over the phone, online (using screen share), or face to face.
  • Be the expert your client needs, and help explain the complex concepts in life insurance.
  • Leverage your experience, expertise, knowledge and testimonials.
  • Build long-term relationships, don't just look for a fast sale.
  • Ask for referrals and always communicate with your client.

Over to You

We'd love to hear your thoughts in the comments below on:

  1. Are there any techniques that might work for others we didn't cover?
  2. Do you agree with the techniques presented in this article? Why or why not?
  3. What do you believe is the most important skill when selling final expense insurance?

If you have any questions, please leave a comment below. We will carefully read each one of them. Happy Selling!

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Matthew King

Matthew King is a co-owner of TR King Insurance Marketing. When he's not creating processes, content, developing training, and implementing digital marketing strategies, he likes to immerse in gaming with his wife and friends.

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