How to Sell Life Insurance: A No-Nonsense Guide

Getting into life insurance sales might sound a bit overwhelming at first, especially if you’re new to the industry or haven’t worked in sales before. The idea of learning all the policies, handling client objections, and meeting sales targets can seem daunting, but if you love helping people and don’t mind a bit of hustle, it can be an incredibly rewarding and financially promising career path. Selling life insurance isn’t just about making commissions—it’s about providing people with the security and peace of mind that their loved ones will be taken care of in the future. It’s a career that requires patience, persistence, and a genuine willingness to educate and guide clients through important financial decisions. Before you can start selling policies, you’ll need to understand how to get licensed to sell insurance, as each state has its own rules and requirements. This includes taking a pre-licensing course, passing an exam, and getting appointed by an insurance company so you can legally offer policies to clients. Once you’re officially licensed, the next step is learning how to sell life insurance policy effectively by marketing yourself, finding potential clients, and building long-term relationships. Success in this field comes down to a combination of knowledge, strategy, and trust-building, and those who are willing to put in the effort can create a thriving career for themselves. Also read: Is Hirey legit? Here's what you need to know How to Get Started Selling Life Insurance Starting out in life insurance sales isn’t rocket science, but there are a few things you need to do before you can start closing deals. Complete Your State’s Pre-Licensing Education Requirements Before you can even take the life insurance exam, you need to complete your state’s pre-licensing education requirements. This helps you understand the basics of how life insurance works and the laws you need to follow. Every state has different rules, so check with your local insurance department to see what’s required. Prepare for the Life Insurance Licensing Exam This isn’t the kind of test you can just wing. You’ll need to study for a couple of months to make sure you pass. Look for prep courses that offer things like study calendars, practice tests, and state-specific materials. The goal is to not just pass but to understand the rules and best practices so you’re ready to hit the ground running. Apply for a Life Insurance License Once you pass the exam, you’ll need to apply for your life insurance license through your state’s insurance department. This usually involves a background check, submitting fingerprints, and paying a small fee. You’ll also get a National Producer Number (NPN), which is basically your official ID for selling insurance. Find a Job or Start Your Own Business With your license in hand, it’s time to start selling! You can either join an insurance company as an agent or go independent. If you’re just starting, working with an established company might be a good way to learn the ropes. But if you like the idea of being your own boss, you can go independent—just be ready to hustle for your own leads. Generate Leads Before you can sell anything, you need clients. If you work for a big insurance company, they might provide leads (though often, you have to buy them). If you’re independent, you’ll need to get creative. Here are some ways to find potential clients: Ask friends and family for referrals. Attend community events and networking meetups. Build an online presence (website, LinkedIn, Facebook, TikTok, etc.). Buy lead lists (but be careful—some lists are outdated or low-quality). Develop a Strong Sales Pitch Nobody wakes up in the morning thinking, “I should buy life insurance today.” Your job is to make them realize why it’s important. Ask questions that make them think about the future: "If something happened to you, how long could your family get by on savings?" "Do you know how much a funeral costs?" "What would happen to your mortgage if you got seriously injured?" When they start thinking about these things, they’re more likely to see the value in what you’re offering. Partner with Other Professionals You don’t have to do this alone. Partnering with accountants, financial advisors, or even lawyers can help you get referrals. They answer financial questions you can’t, and you can return the favor by sending them clients. Also read: In the increasingly complex world of hiring platforms, here's why customers chose Hirey Skills You Need to Succeed in Life Insurance Sales Not everyone is cut out for sales, but if you have the right skills, you’ll do just fine. Here are the key ones: Customer Service Focus Selling life insurance means dealing with people—some of whom will be skeptical, some emotional, and some just plain difficult. If you have experience in retail or any other customer service job, you already know how to handle tough situations. The better you are at making clients feel comfortable, the more successful you’ll be. Great Communication Skills You need to be able to explain policies in a way that makes sense to your clients. If you’re cold-calling, you’ll need to grab their attention fast. Avoid insurance jargon and focus on real-life examples that help people see why life insurance is important. Networking Skills The more people you know, the better your chances of getting referrals. Join industry groups, attend events, and don’t be shy about letting friends and family know what you do. Many top agents build their business on word-of-mouth. Types of Life Insurance You’ll Sell There are a bunch of different life insurance policies out there, but most fall into two main categories. Term Life Insurance Covers a set period (10, 20, or 30 years). Pays out if the policyholder dies during the term. Cheaper than permanent life insurance. Doesn’t build cash value. Term life is simple, straightforward, and good for people who want coverage for a specific period (like while their kids are growing up). Permanent Life Insurance Covers the policyholder for life (as long as premiums are paid). More expensive than term life. Can build cash value over time (some policies let you borrow against it). There are different types of permanent life insurance, including: Whole Life: Fixed premiums, guaranteed payout, and a steady cash value increase. Universal Life: More flexible—lets you adjust premiums and choose how your cash value grows. Also read: App reviews can be manufactured and misleading. Here's what legit users have to say about Hirey. Extra Coverage Options Some policies come with add-ons (called riders) that provide extra benefits. A couple of common ones include: Final Expense Insurance: Helps cover funeral costs. Mortgage Protection Insurance: Pays off the mortgage if the policyholder dies. These extras can be a great selling point, especially for people worried about leaving financial burdens behind. How Much Money Can You Make? Life insurance sales can be very lucrative, but it’s commission-based, so your earnings depend on how many policies you sell. According to the U.S. Bureau of Labor Statistics, the median income for insurance sales agents is around $60,000, but top earners make six figures. At first, it’s tough—you might only make $40,000 while building your client base. But over time, renewals and referrals can make it easier to earn a steady income. The Challenges of Selling Life Insurance This isn’t an easy job. A lot of new agents quit because they struggle with rejection. You’ll hear "no" way more than "yes" in the beginning. The key is to stay persistent and keep improving your pitch. Be Prepared for Rejection When you’re starting out in life insurance sales, rejection will be a regular part of your daily routine. Your first few sales calls will probably end in a firm “no.” The second, third, and even fourth ones might too. But that’s completely normal, and it doesn’t mean you’re failing—it just means you’re in the process of learning how to sell life insurance policy effectively. Every successful agent has faced rejection, and the key is to not take it personally. Instead, view each conversation as an opportunity to refine your pitch, improve your communication skills, and better understand client concerns. Persistence is what separates top-performing insurance agents from those who give up too soon. The more calls you make, the more comfortable you’ll become handling objections and answering tough questions. Over time, you’ll develop strategies to address common hesitations and build stronger connections with potential clients. Eventually, you’ll get a “yes,” and that’s when things start rolling. As you gain confidence and experience, rejection will feel less discouraging because you’ll know that every “no” brings you one step closer to a “yes.” Get Certified While obtaining your state license is the first step to selling life insurance, going a step further with additional certifications can help you stand out in a competitive industry. Advanced certifications demonstrate expertise, commitment, and a deeper understanding of insurance policies, which can make you more appealing to both clients and employers. Earning professional designations can also improve your credibility, making it easier to build trust with potential clients and establish yourself as a knowledgeable advisor rather than just a salesperson. If you want to take your career to the next level, consider obtaining certifications such as: Chartered Life Underwriter (CLU) – This is one of the most respected designations in the life insurance industry. It focuses on advanced topics like estate planning, retirement planning, and risk management, making it ideal for those who want to specialize in providing comprehensive financial advice. A CLU certification not only enhances your knowledge but also signals to clients that you have an in-depth understanding of complex insurance needs. Certified Insurance Counselor (CIC) – This certification is highly regarded in the insurance industry and covers a wide range of topics, including personal and commercial insurance. Earning the CIC designation requires completing rigorous coursework and passing exams, but it proves that you are dedicated to professional development and committed to offering high-quality service. Beyond these, there are other specialized certifications available, depending on your career goals and target market. Whether you focus on high-net-worth clients, business insurance, or estate planning, continuing your education with advanced credentials can set you apart from other agents. Investing in certifications not only enhances your expertise but also increases your earning potential by positioning you as a trusted expert in the field. Selling life insurance isn’t for everyone, but for those who are dedicated, it can be a fulfilling and highly profitable career. It requires patience, resilience, and a commitment to understanding the needs of your clients. The most successful agents don’t just focus on closing deals—they build long-term relationships, educate their clients, and provide financial solutions that truly make a difference in people’s lives. The key to long-term success is to keep learning, stay persistent, and always put your clients first. The more knowledgeable you are, the more confident you’ll feel in helping clients choose the right policy. Whether you're still figuring out how to sell life insurance policy effectively or looking for ways to grow your business, consistency and dedication will set you apart. If you can master these skills and stay committed, you’ll have no problem making a name for yourself in the industry. Also read: How to Become a Life Insurance Agent