Every insurance agent has been there. You've built great rapport with a prospect, walked them through coverage options, answered their questions, and presented a solid quote. Then they hit you with: "Let me think about it."
Or worse: "Your price is too high."
Or even: complete radio silence after you send over the quote.
If you've spent any time selling insurance, you know these objections aren't going away. The good news? The same objections keep popping up over and over again. Your prospects have been using the same pushbacks for years, which means you have a huge advantage when you prepare your responses in advance.
In this article, we'll walk through the 10 most common objections insurance agents face and show you exactly how to turn them around. You'll learn what to say, why it works, and how to practice these responses until they feel natural.
Insurance objections are tricky because they're rarely about just one thing. When someone says "your rates are too high," they might actually be worried about switching carriers, confused about coverage differences, or just overwhelmed by all the quotes they've been getting.
The real challenge is that your prospect has probably talked to five other agents this week. They're tired, skeptical, and often don't fully understand what their current policy even covers. Online comparison tools have made it worse - everyone's shopping around, and nobody knows who to trust.
Add to that the emotional side of insurance decisions. You're not selling a product people get excited about. You're asking them to trust you with protecting their home, their car, or their family's financial future. That's a big ask.
Let's break down the most common objections and the specific strategies that help agents close more deals.
This is the number one objection in insurance sales, and here's the thing: sometimes your rates genuinely are higher. Other times, the prospect just doesn't understand what they're comparing.
How Top Agents Overcome It:
Start by acknowledging their concern without getting defensive. Then dig into what discounts they might be missing: bundling, safe driver credits, new roof discounts, security system upgrades, or pay-in-full discounts.
Run a detailed side-by-side comparison that goes beyond the bottom-line number. What are the coverage limits? What happens after the first claim? Help them see that the cheapest quote isn't always the smartest choice.
How to start:
"I completely understand. Everyone has a budget to work with. However, I'd hate to see you disappointed in the event of a claim or not getting the service you deserve. May I ask, if the price was the same, who would you rather do business with?”
When a prospect tells you they found something cheaper, they're basically asking you to give them a reason to choose you instead.
How Top Agents Overcome It:
Ask specific questions: "What coverage amounts were they showing? What deductibles?" Often, lower quotes sacrifice coverage quality or exclude important features like claim forgiveness.
Explain the value beyond price. Point out that online quotes frequently miss discounts and might not include the same level of service. Talk about what makes your offering different—dedicated claims teams, better customer support, and coverage that actually pays out when disaster strikes.
How to start:
"Can you tell me what the coverage limits were on that quote? Often we find that when we compare apples to apples..."
This objection carries real emotional weight. Someone got burned before, and now they're scared to trust any insurance company.
How Top Agents Overcome It:
Never dismiss their experience. Acknowledge their frustration and use it as a chance to show how you're different.
Walk them through your claims process with specifics. Talk about in-house claims teams, claim forgiveness programs, and full replacement cost coverage. Share real examples of how your company handled recent storms, accidents, or disasters.
How to start:
"I'm really sorry to hear that happened to you. That's exactly the kind of experience we work hard to prevent. Let me explain how our claims process works differently..."
Most people don't fully understand how deductibles work, when they apply, or how changing them affects their premiums.
How Top Agents Overcome It:
Education is key here. Explain that higher deductibles mean lower monthly costs, while lower deductibles provide more immediate protection but cost more.
Walk through real scenarios. For home insurance, clarify that deductibles are taken out of claim payouts, not paid upfront. Show them customized options at different deductible levels so they can see the actual dollar impact and choose what works for their budget.
How to start:
"Let me explain how deductibles work because it can be confusing. A higher deductible lowers your monthly premium, but you'll pay more out of pocket if you have a claim..."
Some prospects feel over-insured and think they're paying for coverage they don't need. Others worry they're under-protected.
How Top Agents Overcome It:
Make it personal. Take time to review and customize coverage amounts for their dwelling, personal property, and liability based on their actual situation.
Explain the difference between market value and replacement cost, most homeowners don't get this. Show them how to "right-size" coverage so it's neither wasteful nor inadequate.
How to start:
"Great point. Let's make sure we get this right for your specific situation. We need to look at replacement cost versus market value - those are two different things..."
Prospects hear about bundling discounts all the time, so some have become skeptical about whether the savings are real.
How Top Agents Overcome It:
Break it down with actual numbers. Show the exact percentage discount on both home and auto when bundled, and present total cost comparisons.
Be honest about when bundling might not make sense. If the numbers genuinely don't work in their favor, say so. This transparency builds massive trust.
How to start:
"Let me show you the exact savings. When you bundle home and auto with us, you get a discount on both policies. Here's what you're paying now separately, and here's what you'd pay bundled..."
Roadside assistance, rental car coverage, identity theft protection - these extras can feel like padding that drives up the price.
How Top Agents Overcome It:
Clarify what each add-on covers and when it provides value. More importantly, emphasize flexibility. They can remove features to reduce premiums, and they can add or change coverage anytime.
This shows respect for their budget and demonstrates you're focused on their needs, not padding your commission.
How to start:
"No problem at all. Let me explain what each of these covers, and you can decide what makes sense for you. The good news is we can remove anything you don't want..."
Privacy concerns are real. Many prospects worry about being tracked or penalized based on their driving data.
How Top Agents Overcome It:
Be completely transparent. Explain exactly how the apps work, what data gets collected, how it's used, and what discount potential exists. Be honest about both the pros and cons.
Offer quotes with and without telematics so they can make an informed choice without pressure.
How to start:
"I totally understand the privacy concern, you're not alone. Here's how it works: the app tracks things like hard braking and speed. It doesn't track your location or where you go..."
Lead distribution systems mean multiple agents often contact the same prospect, creating major frustration.
How Top Agents Overcome It:
Acknowledge the overwhelm and explain why it's happening—it helps prospects understand they're not alone and it's not their fault.
Then position yourself as their single point of contact. Offer to handle everything, provide consistent follow-up, and shield them from additional outreach.
How to start:
"I hear you, and I'm sorry about that. Here's what's happening: when you request quotes online, your information sometimes gets sent to multiple agents. What I can do is be your single point of contact..."
Loyalty is admirable, but it can also be expensive. Long-time customers often pay more than they should because they haven't shopped around in years.
How Top Agents Overcome It:
Honor their loyalty—don't trash-talk their current company. Then reframe the conversation around smart financial planning.
Explain that reviewing coverage every few years is responsible, not disloyal. Show them the long-term savings potential with real numbers.
How to start:
"I completely respect that loyalty. We actually have many clients who were with their previous company for decades...."
Reading these strategies is helpful. Actually using them under pressure? That's where the real skill comes in.
The difference between average and great insurance agents often comes down to practice, but getting really good at handling objections requires repetition in realistic scenarios.
Using an AI roleplay tool like SellMeThisPen can help you build that skill in a safe environment, letting you practice different variations of each objection until your responses feel natural and confident. The more you practice, the more automatic your reactions become when a real prospect pushes back.
Every objection is a window into what your prospect actually cares about. "Your rates are too high" often means "I don't understand the value." "I've been with my company forever" usually means "Change feels risky." "I'm getting too many calls" means "I need someone I can trust to guide me through this."
When you see objections as opportunities to educate, build trust, and prove your value, they become your most powerful sales tool. The ten objections we've covered today aren't roadblocks but rather invitations to show your expertise and separate yourself from every other agent competing for that prospect's business.
Remember: the prospects who push back the hardest often become your most loyal clients once you've earned their trust by handling their concerns with patience, transparency, and genuine care.
