Selling final expense insurance is more than just understanding the policy details—it’s about connecting with people, addressing their concerns, and providing peace of mind. When you’re working in final expense sales, your clients are often older adults, and your job is to help them prepare for end-of-life expenses. In this blog, we’ll break down the essential sales skills every agent needs to master in order to thrive in the final expense market.

1. Listening is Key

Before jumping into a sales pitch, listen to your client’s concerns. Clients who seek final expense coverage are usually thinking about how they can ease the financial burden on their families after their death. Let them speak about their worries and goals. Asking open-ended questions such as, “What are your biggest concerns about covering final expenses?” will encourage them to share more.

By listening carefully, you’ll uncover the emotional reasons behind their interest in insurance. This helps you offer solutions that align with their specific needs.

2. Build Trust Quickly

In final expense sales, you don’t have the luxury of multiple meetings to build rapport. Trust must be established quickly. To achieve this, maintain a friendly, open, and professional demeanor from the moment you meet. Share personal stories or examples of how final expense insurance has benefited others. Clients are more likely to buy from someone they feel they can trust.

3. Communicate Clearly

Insurance can be complex, and final expense policies are no different. The clients you’ll be working with often prefer simple, straightforward language. Break down confusing terms, like “death benefit” or “policy riders,” into easily understandable concepts. For example, instead of saying, “The death benefit is paid to the beneficiary upon the insured’s passing,” you could say, “When you pass away, the money will go to your loved ones to help cover costs.”

Make sure to pause and ask if they have questions to avoid any confusion.

4. Empathy Matters

This is an emotional purchase for many clients. You are helping them prepare for something nobody wants to think about—the end of their life. Show empathy by acknowledging how difficult this conversation can be and reassuring them that final expense insurance is about relieving their family’s financial burden.

Phrases like “I understand this is a tough topic” or “It’s all about making sure your family is taken care of” go a long way in connecting with your clients.

5. Present the Value, Not Just the Price

Many final expense clients are on a fixed income, so price is always a concern. But it’s crucial to focus on the value rather than just the cost. Explain how the benefits of the policy—such as the guaranteed death benefit, fixed premiums, and peace of mind—outweigh the monthly cost. When clients understand the true value, they are less likely to focus only on the price.

6. Patience is a Virtue

Final expense sales can sometimes be a slow process. Clients may need more time to think things over, discuss with family members, or even save up for their first premium payment. Stay patient, and never rush a client into making a decision. You want to be a trusted resource, not a pushy salesperson. Following up with a gentle reminder or offering additional information can be helpful.

7. Know the Market

Understanding your market is crucial. Seniors have different needs and concerns than younger clients. By staying informed about trends and products in the final expense insurance market, you can better tailor your approach. Whether it’s knowing about new policy features or changes in the industry, being the go-to expert will set you apart from your competition.

8. Follow-Up Consistently

Following up is one of the most important yet often overlooked sales skills. After the initial conversation, it’s vital to stay in touch with potential clients. Many prospects need several touchpoints before they are ready to buy. A simple phone call or email to check in, answer questions, or provide additional resources shows that you care about their decision and are not just looking for a quick sale.

9. Be Solution-Oriented

Your clients may have a lot of questions, concerns, or even objections to purchasing final expense insurance. Instead of dismissing these issues, always be ready with a solution. For instance, if a client is worried about their premium payments being too high, offer a smaller policy that still covers essential expenses. Always focus on what you can do to help the client meet their goals.

10. Stay Organized

Staying organized is key to being successful in final expense sales. You will likely be handling multiple clients at different stages of the sales process. Keeping track of where each client is—whether they are in the initial contact phase, considering their options, or ready to purchase—ensures that you provide timely and accurate follow-ups. Use tools like a CRM (Customer Relationship Management) system to stay on top of client interactions and deadlines.