Price Objection Responses
Price is the most common objection category in insurance sales. Here are proven responses:
"That's too expensive"
Response: "I hear that, and I want to make sure you're getting real value. Can you help me understand—when you say too expensive, what are you comparing this to? I want to make sure we're looking at equivalent coverage, because sometimes a lower price means less protection when you actually need it."
Why it works: This response acknowledges the concern, asks a clarifying question, and plants a seed about cheaper options having trade-offs. For more information, see our guide on how to handle objections.
"I can find cheaper coverage elsewhere"
Response: "You probably can find a lower price. The question is whether that cheaper option actually protects you when something goes wrong. Would you be open to comparing what you'd get with each option? I want you to make the best decision, even if that means going with someone else."
Why it works: This response disarms by agreeing, positions you as a consultant, and offers value through comparison.
"I can't afford it right now"
Response: "I understand budget matters. Let me ask—is it the total cost that's the concern, or the monthly payment? Sometimes we can structure this differently. And if it truly doesn't fit your budget, I'd rather help you find something you can afford than leave you without protection." For more information, see our guide on sales scripts.
Why it works: This distinguishes between total cost and cash flow concerns, and positions you as helpful rather than pushy.
Timing Objection Responses
Timing objections often mask other concerns. Uncover what is really holding them back.
"I need to think about it"
Response: "I appreciate you wanting to make a thoughtful decision. So you have everything you need to think it through, what specific questions are still on your mind? I want to make sure I've given you all the information." For more information, see our guide on practice objections.
Why it works: This validates their desire to think, then uncovers the real objection by asking what specifically they want to consider.
"Call me back in a few months"
Response: "I'm happy to do that. Before I go, can I ask what's happening in a few months that would make this a better time? I want to make sure I'm calling when it actually makes sense for you."
Why it works: This accepts the postponement while uncovering whether there is a real reason to wait or they are just trying to end the call.
"Now isn't a good time"
Response: "I completely understand. When would be a better time to continue this conversation? I want to respect your schedule, and I also want to make sure you have the protection you need before something happens."
Why it works: This respects their time while creating soft urgency and setting a specific follow-up.
Competitor Objection Responses
When prospects mention competitors or existing agents, differentiate without attacking.
"I'm happy with my current agent"
Response: "That's great that you've found someone you trust. I'm not asking you to replace them—I just want to make sure you're getting the best value. Would it hurt to get a second opinion? If I can't beat what you have, you'll know you're already in great hands."
Why it works: This validates their relationship, reduces perceived risk of switching, and offers value through comparison.
"I already got a quote from another company"
Response: "That's smart to shop around. Can you tell me what they quoted you and what it included? I'd like to make sure you're comparing equivalent coverage so you can make the best decision for your situation."
Why it works: This validates their shopping, positions you as helpful, and creates an opportunity to differentiate.
"My friend sells insurance, I should buy from them"
Response: "Loyalty is important, and I respect that. Let me ask—would your friend want you to have the best coverage even if it came from someone else? How about I show you what I can do, and then you can make a fully informed decision?"
Why it works: This respects the relationship while suggesting that true friendship means wanting the best outcome.
Trust Objection Responses
Trust objections require patience and proof, not arguments.
"I don't trust insurance companies"
Response: "I understand. A lot of people have had frustrating experiences with insurance. What specifically concerns you? I want to address your real worries, not just give you a sales pitch."
Why it works: This acknowledges valid frustration and asks for specifics so you can address real concerns.
"How do I know you'll be there when I have a claim?"
Response: "That's the most important question to ask. Let me show you exactly what happens when you file a claim. And I'll give you references from clients who've actually filed claims so you can hear directly from people who've been in that situation."
Why it works: This validates the concern and offers concrete proof through references.
"I've heard bad things about your company"
Response: "I appreciate you being direct. Can you share what you've heard? I want to address it honestly. If there's a real problem, you should know about it. And if it's a misunderstanding, I'd like the chance to clarify."
Why it works: This shows confidence and a willingness to address issues transparently.
Need Objection Responses
Need objections require helping prospects see what they are missing.
"I already have enough coverage"
Response: "That's great that you've taken steps to protect yourself. When did you last review your coverage to make sure it still matches your current situation? Life changes, and sometimes coverage that was enough a few years ago isn't enough anymore."
Why it works: This validates their action while suggesting that their situation may have changed.
"I don't need life insurance"
Response: "Can I ask—if something happened to you tomorrow, what would happen to your family financially? Who depends on your income? I find that most people don't realize how much protection they actually need until we walk through the numbers."
Why it works: This makes the need concrete by asking about family impact.
"My employer provides insurance"
Response: "Employer benefits are valuable. Have you looked at what happens to that coverage if you change jobs, get laid off, or retire? Most employer policies don't follow you. That's exactly when you might need coverage most, and it's often harder and more expensive to get it then."
Why it works: This acknowledges the benefit while highlighting a gap most people overlook.
Practicing These Responses
Knowing these responses is not enough. You need to deliver them naturally under pressure.
Memorize the Core Structure: You do not need word-for-word memorization. Understand the structure: acknowledge, clarify, respond with value.
Practice Out Loud: Reading is not practicing. Speak these responses until they flow naturally.
Roleplay with Variety: Have practice partners deliver objections with different tones, interruptions, and follow-up pushback.
Use AI Roleplay: Platforms like ModernVoice.ai provide unlimited objection practice with realistic AI prospects. You can face the same objection dozens of times until your response is automatic.
Record and Review: Listen to yourself. Identify hesitation, filler words, and unclear language. Refine until polished.
Mastering responses to common sales objections transforms your confidence and close rates. Start with the objections you hear most often, practice until automatic, then expand to cover every situation.