Life Insurance Phone Sales Script: Word-for-Word, Call to Close
A life insurance phone sales script works when each stage earns the next: opener, reason for the call, discovery, coverage math, the term or permanent fork, recommendation, and application. Below is the full call word for word, with a note under each block on why it works, branches for the three objections that stall life calls, and a scorecard you run on your own recordings. Swap the brackets for your details and read it out loud until it sounds like you.
The script at a glance: seven stages and what each one has to get
| Stage | What it has to get | The one question that moves it forward | How long it runs for you |
|---|---|---|---|
| 1. Opener | They know who you are and why you called | "Do you have a few minutes right now?" | ______ |
| 2. Reason for the call | A yes to the agenda, including a decision at the end | "Does that work for you?" | ______ |
| 3. Discovery | Dependents, income, debts, mortgage, current coverage, budget | "Who would be counting on your income if something happened to you?" | ______ |
| 4. Coverage math | A coverage number they agree with | "Does that number look right to you?" | ______ |
| 5. Term or permanent | Which kind of need they have | "Is this for a set number of years, or for as long as you live?" | ______ |
| 6. Recommendation and close | A decision | "Would you rather go with [option A] or [option B]?" | ______ |
| 7. Application | Health questions started, next steps clear | "Ready to get started?" | ______ |
Fill in the last column from your own recorded calls, not from anyone else's numbers.
Where life differs from final expense
- Bigger coverage amounts. You can't quote a number at them. You build it with them.
- Income replacement and mortgage math. The need is years of a paycheck and a house, not only final costs.
- A real product choice. Term versus permanent is a fork you have to present clearly.
- A spouse is often in the decision. Plan for it from the opener.
If you also sell burial coverage, the final expense phone script covers that call stage by stage.
Opener and reason for the call: the first 20 seconds
Opener
"Hi, is this [prospect first name]?"
"[Prospect first name], this is [your name] with [agency]. [Disclosures your agency or compliance team requires.] You asked about life insurance [on our website / through a form] on [day they requested], and I'm calling to follow up on that. Do you have a few minutes right now?"
That bracket is a slot, not a suggestion. Your agency, your compliance team or your attorney decides what goes there. Don't improvise it.
Reason for the call
"Great. Here's how I'd like to use the time. I'll ask a few questions about your family and what you'd want this coverage to take care of. Then we'll work out a coverage amount together, and I'll show you a couple of options. If something fits, we can start the application today. If not, that's fine too. Does that work for you?"
Why it works: Naming the request and the day makes the call expected instead of cold. The permission question gets a small yes before anything else. The agenda tells them there's a decision at the end, so the close doesn't feel like an ambush later. And it moves you into discovery fast, which is where the rest of the call gets built.
Variation: they requested a quote online
"...You filled out a request for a life insurance quote on [day]. To give you a real number instead of a guess, I need to ask a few quick questions first. Do you have a few minutes?"
Why it works: Quote requesters expect a price right away. This tells them why the price comes later, without dodging the question.
Variation: a callback they scheduled
"...We had [day and time] set for a call about your life insurance, and I wanted to be right on time. Is this still a good time?"
Why it works: It reminds them they chose this call. If now is bad, reschedule on the spot with a specific day and time, not "later this week."
Discovery: the questions that set the coverage amount
Ask these in order. Write the answers down as they talk.
"Let's start with your family. Who would be counting on your income if something happened to you?"
"How old are the kids?"
"Do you own or rent? Roughly what's left on the mortgage?"
"Any other debts you'd want paid off? Car loans, credit cards, student loans?"
"Roughly what do you make a year before taxes? And your spouse?"
"Do you have any life insurance now, including anything through work?"
"Are you hoping this covers school for the kids, or is that handled separately?"
"If we found the right coverage, what would feel comfortable each month? Not a stretch. Comfortable."
| Question | Why it's there | What to write in the CRM |
|---|---|---|
| Who counts on your income | Sets who the policy is for and who may be in the decision | Spouse name, dependents |
| Kids and ages | Sets how many years of income they'd want replaced | Each child's age |
| Mortgage or rent | Usually the biggest single number in the math | Balance, years left |
| Other debts | Rounds out what has to be paid off | Total, by type |
| Income | The base for income replacement | Annual income, each earner |
| Existing coverage | Gets subtracted from the need; work coverage is often tied to the job | Amount, source |
| School goal | Optional line in the math | Amount they name |
| Monthly comfort | Sets the budget you'll design around | Their exact number |
Why it works: Every number you'll use later comes out of their mouth here. Nothing in the recommendation is yours.
The listening rule: summarize before you move on
"Let me make sure I have this right. You've got [spouse name] and [number] kids, ages [ages]. About [mortgage balance] left on the house and around [debts] in other debts. You make about [annual income], you have [existing coverage] through work, and you'd want [education goal] set aside for the kids. And you'd like to keep this around [budget] a month. Did I miss anything?"
Why it works: They hear their own life read back. If something's wrong, they fix it now instead of objecting to your number later. Then wait for the answer before you say another word.
Do the coverage math out loud with them
The formula, with placeholders you fill in live:
Coverage need = ([years of income to replace] x [annual income]) + [debts] + [mortgage balance] + [final costs] + [education goal] - [existing coverage]
| Line | Their number |
|---|---|
| Years of income to replace | ______ |
| x Annual income | ______ |
| + Debts | ______ |
| + Mortgage balance | ______ |
| + Final costs | ______ |
| + Education goal | ______ |
| - Existing coverage | ______ |
| = Coverage need | ______ |
Get the years from them, not from a rule of thumb:
"How many years would [spouse name] need your income? Until the kids are out of school? Until the house is paid off?"
Then walk it through:
"Let's build the number together so it's yours, not mine. You said you'd want [spouse name] and the kids covered for about [years] years. At [annual income] a year, that's [income total]. Add the [mortgage balance] on the house, [debts] in other debts, about [final costs] for final expenses, and [education goal] for school. That comes to [subtotal]. Take out the [existing coverage] you have through work, and you're at [coverage need]. Does that number look right to you, or did I miss something?"
Why it works: They supplied every input. If they push back on the total, they're pushing back on their own figures, and you can adjust one line instead of arguing about the whole thing.
When they say "that seems like a lot"
"It's a big number because it's covering a lot. Let's see what fits. We can cover the full [coverage need] for a shorter stretch, say [shorter term] years, or a smaller amount, like [lower amount], that handles the house and the years the kids are at home. Which matters more to you: the full amount, or keeping the monthly where you want it?"
Why it works: You don't defend the number. You scale it. You have two levers, the amount and the length of the term, and you keep the budget they already gave you.
Term or permanent: how to present the fork
Ask the question that decides it:
"Quick question that decides what kind of policy makes sense. Is this mainly for a set stretch of years, like until the house is paid off and the kids are on their own? Or is part of it something you'd want in place for as long as you live, like final costs or leaving something behind?"
Then present two options tied to the answer:
"Based on what you told me, here's how I'd look at it. Option one is term coverage: [coverage amount] for [term length] years, at about [premium] a month. That lines up with the mortgage and the years the kids are at home. Option two is permanent coverage: [permanent amount], designed to stay in place for life as long as premiums are paid, at about [premium] a month. That covers the part you said you'd always want in place. Some people do one, some do a mix."
| Lead with term when they say | Permanent fits when they say |
|---|---|
| "Until the kids are grown" | "I want something that's there no matter what" |
| "Until the house is paid off" | "I want to leave something behind" |
| "Replace my income while I'm working" | "I don't want my family paying for my funeral" |
| Budget is tight and the need is large | The need is smaller and has no end date |
Two rules for this stage. First, describe a product only the way the carrier's own materials describe that specific policy. Don't promise how it will perform. Second, quote real premiums from your carrier's quoting tool on the call. The [premium] brackets in this post are placeholders, nothing more.
Why it works: The fork comes from their goal, not from what you prefer to sell. Two options with real tradeoffs feel like a choice. Five options feel like homework.
Recommendation and close
Recommendation
"Here's what I'd recommend, and why. You told me [their first reason, in their words]. You told me [their second reason]. And you said you wanted to stay around [budget] a month. So I'd go with [recommended option]: [coverage amount] for [term length / life], at about [premium] a month. That takes care of [reason one] and [reason two], and it stays where you wanted it."
Why it works: You're restating their reasons, in their words, before you say a product name. The recommendation sounds like a summary of their call, not a pitch.
Assumptive close
"Let's get the application started. Do you have your driver's license and your doctor's name handy?"
Choice close
"Would you rather go with [amount A] at [premium A] a month, or [amount B] at [premium B]?"
Why it works: Both closes ask for a decision without asking "do you want to buy?" Use the assumptive close when they've agreed all the way through. Use the choice close when they're leaning but still weighing.
Moving to the application
"Here's what happens next. I'll ask some health questions, the same ones the carrier asks everyone: medications, doctor visits, any conditions. Answer as accurately as you can, because the carrier uses your answers to make its decision. Depending on the carrier and the amount, they may ask for medical records or an exam. I'll tell you exactly what they need when we're done. Ready?"
Why it works: It sets expectations before the first question, explains why accuracy matters, and makes clear the carrier decides. No surprises later means fewer cancellations later.
If they need a second conversation
"That makes sense. Let's lock in a time so it doesn't slip. I have [day] at [time] or [day] at [time]. Which works better?"
Book it before you hang up. The full callback script is in set life insurance appointments over the phone.
The three objections that stall life calls
"I need to think about it"
"Of course. It's a real decision. So I know what to help with, what part do you want to think over? The monthly amount, the coverage amount, or something about the company?"
Then stop talking. Whatever they name is the real objection. If it's money, go to the next branch. If it's the company:
"Fair question. [What you know about the carrier from its own published materials.] What would you need to see to feel good about it?"
Why it works: "Think about it" is almost never the real objection. Isolating it first means you answer one concern instead of throwing every rebuttal at once.
"It costs too much"
"I hear you. Let's go back to the number we built. The [coverage need] came from the house, the kids' years at home, and replacing your income for [years] years. Which of those could we trim? If we cover the house and [fewer years] years of income instead of [years], that brings it to [lower amount], at about [lower premium] a month. Or we keep the amount and shorten the term to [shorter term] years. Which feels closer?"
Why it works: You don't discount and you don't argue. You go back to math they built and let them choose what to cut. The coverage they keep is coverage they picked.
"I need to talk to my spouse"
"That makes sense. This is for both of you. Is [spouse name] around right now? I'm happy to go over it with both of you. If they're not near the phone, I can email you a link, and [spouse name] can join a video meeting from it. No download, no account. Or we can set a time when you're both there: [day] at [time] or [day] at [time]?"
Why it works: You agree with them, then make it easy to include the spouse now. If now doesn't work, you leave with a time on the books, not a maybe.
For the full rebuttal library, see final expense objections and rebuttals. Most of the isolating lines carry over to life calls.
Run it with a coach on screen
No script survives every call. Nohl's Sales AI suggests the next line or an objection answer to you during the live call; the prospect never hears it. You decide what to say, and you say it in your own words. You stay in the conversation and in control.
Here is an illustration of one moment. It's a made-up example, not a real call or customer, and not a result.
- Prospect: "That's more than I wanted to spend."
- On your screen: Go back to the coverage math. Offer to trim years of income or shorten the term.
- What you say: "Totally fair. Let's look at the number again. We built it from the house and [years] years of income. If we cover the house and fewer years, we can get closer to [budget]. Want to see that?"
The prompt is blunt. Your job is to turn it into something a person would say. More on how that looks in practice: how an AI sales coach works on live calls and the live AI sales coach for independent producers.
Every call in Nohl is started by you. There's no autodialer. Searchable call recordings and transcripts let you pull this week's calls and score them against the card below. Recording laws vary by state. Some states require everyone on the call to consent. You are responsible for recording notices and consent.
Score your own calls every week
| Stage | Goal | Met? (Y/N) | Line that broke | Notes |
|---|---|---|---|---|
| 1. Opener | Named the request, got permission | |||
| 2. Reason | Got a yes to the agenda, including a decision | |||
| 3. Discovery | All eight questions asked, summary given and confirmed | |||
| 4. Coverage math | Prospect agreed to the number | |||
| 5. Term or permanent | Fork tied to their stated goal, two options only | |||
| 6. Recommendation and close | Their reasons restated in their words, decision asked for | |||
| 7. Application | Expectations set before health questions, or next call booked |
The weekly routine:
- Pick three recorded calls: one that closed, one that didn't, and one that went long.
- Score each one against the card.
- Find the stage with the most "N" marks across the three.
- Rewrite the one line in that stage that broke most often.
- Use the new line all next week, then score again.
One line a week is enough. Changing everything at once means you can't tell what worked. If you're setting volume goals alongside this, start with set a daily dial target from your income goal. If you're building this out for a team, see how to build a sales playbook.
If you want the dialer, CRM and video meetings in one place, with one contact record behind every call and live coaching on screen while you run this script, See Rainmaker.
Frequently asked questions
How long should a life insurance sales call be?
Long enough to get through all seven stages without rushing discovery or the coverage math. There's no right number for everyone. Time your own recorded calls, fill in the timing column in the stage table, and look for the stage that runs long without moving the call forward.
Should I quote a price before discovery?
No. A price without a coverage amount means nothing, and the coverage amount comes from discovery. If they ask early, say: "I'll give you a real number in a few minutes. I need a couple of answers first so it's not a guess."
What do I say if they already have coverage through work?
Count it in the math, then ask about it: "Good, that comes off the total. Do you know if it stays with you if you change jobs?" Work coverage is often tied to the job, so let them check their plan and decide how much weight to put on it.
Can I use the same script for term and whole life?
Yes for the opener, discovery, coverage math and close. The difference is the fork in stage five: ask whether the need is for a set number of years or for life, and present the option that matches what they said, using the carrier's own description of the policy.
How do I handle a spouse who joins halfway through?
Welcome them, then summarize: "Glad you're here. Let me catch you up on what we've covered so far." Read back the discovery summary and the coverage math, ask if they'd change anything, and continue from there. Don't skip ahead to the close.