The document outlines how to create a life insurance sales script. It includes sections on the product (life insurance), features, differentiation, target market (individuals), improvements, challenges/concerns, value proposition, pain points, questions to ask prospects, evaluating a prospect's current state, and examples of scripts for cold calls, first appointments, email campaigns, and voicemail messages. The goal is to help salespeople understand the product, identify customer needs and concerns, and structure a consistent sales process.

1. How to Create a Life Insurance Sales Script

2. • Annuities
• Auto and home insurance
• Commercial insurance
• Disability income coverage
• Employee benefits
• Estate and financial planning
• Final expense
• Health insurance
• Insurance and retirement planning
• Insurance program review
• Life insurance
• Life insurance policy review
• Long-term care
• Mortgage protection
• Term life
• Universal life
• Worker’s compensation

3. PRODUCT
LIFE INSURANCE
FEATURES
• Whole life / Life insurance
• Income Protection
• Funeral & Final Expenses
• Mortgage Protection
• Debt Protection
• Children’s Education
• Health Services Discount
• Card Cash Value
• AD&D
DIFFERENTIATION
• We are the largest union benefits company in America
and handle the permanent benefits for over 30K
different unions and associations
• We offer layoff strike waivers that pay premiums if you
are ever laid off or have to go on strike
• We are A+ rated by the Better Business Bureau

4. • Whole life / Life insurance
• Income Protection
• Funeral & Final Expenses
• Mortgage Protection
• Debt Protection
• Children’s Education
• Health Services Discount
• Card Cash Value
• AD&D
PRODUCT
LIFE INSURANCE
FEATURES
DIFFERENTIATION
TARGET
INDIVIDUALS IMPROVEMENTS
• Have financial security if there is an illness,
disability, or death
• Protect their family's assets
• Prevent disruptions to long-term goals
(children’s college education)
• Decrease the possibility of financial instability
• Have assurance that they have made prudent
decisions
• Make something work better
• Make something easier
• Decrease the time it takes to
do something
• Increase revenue or income
• Decrease costs or expenses
• Improve product quality
• Decrease the risk of
something bad happening
• Improve visibility or access to
information
VALUE
• We are the largest union benefits company in
America and handle the permanent benefits
for over 30K different unions and associations
• We offer layoff strike waivers that pay
premiums if you are ever laid off or have to

5. PRODUCT
LIFE INSURANCE
IMPROVEMENTS
TARGET
INDIVIDUALS CHALLENGES/CONCERNS
• An illness, accident, or death can cause a
significant financial disruption
• An unplanned financial disruption can threaten a
family's assets
• A financial disruption could impact future goals
and plans (children's education)
• There is always the possibility of financial
disruptions and instability from an illness,
accident, or death
• Can be easy to not make the correct coverage
decisions and plans
• What is the opposite of the
improvement?
• What problem goes away with
the improvement?
• What problem starts to
happen if this improvement is
not provided?
VALUE PAIN
• Have financial security if there is an illness,
disability, or death
• Protect their family's assets
• Prevent disruptions to long-term goals
(children’s college education)
• Decrease the possibility of financial instability
• Have assurance that they have made prudent
decisions

6. PRODUCT
LIFE INSURANCE
CHALLENGES/CONCERNS
TARGET
INDIVIDUALS PAIN QUESTIONS
• How could an illness, accident, or death impact your
family financially?
• How do you feel about your current level of
protection and coverage for unplanned events like
illness, accident, or death?
• How important is it to make sure future goals or
plans are not disrupted in any way (children's
education)?
• How concerned are you about how an illness,
accident, or death could impact the financial well-
being for your family?
• How confident are you that you have made all of the
proper decisions and plans to make sure your family
is covered and protected from the impacts of an
illness, accident, or death?
• What question could we ask to
see if the prospect has each
challenge or concern?
• For each pain point the
product fixes is a question
that could be asked.
VALUE PAIN QUESTIONS
• An illness, accident, or death can cause a
significant financial disruption
• An unplanned financial disruption can threaten a
family's assets
• A financial disruption could impact future goals
and plans (children's education)
• There is always the possibility of financial
disruptions and instability from an illness,
accident, or death
• Can be easy to not make the correct coverage
decisions and plans

7. PRODUCT
LIFE INSURANCE
TARGET
INDIVIDUALS CURRENT STATE QUESTIONS
• Do you currently have life insurance?
• What type of life insurance do you currently have?
Who are you currently with?
• Are both you and your spouse contributing to the
household finances? If so, what would be the impact
if one of you stopped contributing?
• Do you have any children?
• Are there any future goals or plans for your family
that you want to make sure they don’t get
sidetracked? (retirement, children go to college, pay
off home, investments, vacations, etc)
• How much money do you have set aside to take care
of your children's education?
• What five things would you most want taken care of
if something happened to you?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

8. PRODUCT
LIFE INSURANCE
TARGET
INDIVIDUALS CURRENT STATE QUESTIONS
• Do you own or rent your home? How will your ability
to make mortgage payments be impacted if there is
a disability, illness, or death in your family?
• What do you owe on your mortgage?
• Do you currently have any insurance coverage that
protects your mortgage if there is a disability, illness,
or death in your family?
• How do you feel about having enough financial
reserves if there is an unexpected illness or death?
• Do you have funds set aside to take care of funeral
expenses?
• When was the last time you considered other options
in this area? How have you been doing health-wise?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

9. PRODUCT
LIFE INSURANCE
TARGET
INDIVIDUALS CURRENT STATE QUESTIONS
• Do you take any prescriptions?
• Do you use any form of tobacco or marijuana?
• Any DUI's or felonies?
• Have you been hospitalized in the last five years?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

10. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
Building Blocks

11. Cold Call Script
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE

12. VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
DISCOVERY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
First Appointment Script

13. Cold Email Campaigns
Email #1 Email #2
Delay
(1 or 2 weeks)
Email #3
Delay
(1 or 2 weeks)
Email #4
Delay
(1 or 2 weeks)
Email #5
Delay
(1 or 2 weeks)
Email #6
Delay
(1 or 2 weeks)
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
VALUE
POINTS

14. Voicemail Messages
Voicemail #1 Voicemail #2 Voicemail #3 Voicemail #4
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT

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