Insurance can be tricky to understand, but at its core, it’s about offering security and peace of mind. It acts as a safety net, helping individuals and businesses manage unexpected costs from accidents, illnesses, or disasters. More often than not, the key for a successful insurance pitch is getting a potential client to understand the value your product offers. And in most cases, the conversation begins with a question. For Ray Hanson Jr., the owner of Art Hanson Agency, the secret to selling insurance is to ask the right question. The way you ask the question, he said, should make the client want to say yes. "Every second of every day, somebody gets hurt. Would you need money coming in to pay the bills if something happened to you? Yes. Can you afford $14 out of your paycheck for it? Yes...it's these nuanced questions that make it a subtle close and not a hard one. Bottom line is, I make sense, and the job is to make people understand that," he said. Ray made his bones in the insurance sector early, when, at 24, he began to work for the Chubb Corporation's Combined Insurance company. He would typically begin his workday at around 5 p.m., knocking on doors and speaking with customers late into the evening. The company initially had him selling a basic accident policy for just $40—a modest amount for a six-month policy. He soon moved to collecting payments for life insurance, while also pushing for a 10% upsell on policies, which was a tough but important learning experience. "I feel like it’s my job to show the customer that they have the whole package,” he said. From 2009 to 2017, Ray worked independently with Mutual of Omaha, continuing to build his career as an insurance agent. In 2017, he started working with Cigna, where he could sell each policy for about $50 a month, offering customers more affordable options without sacrificing the quality of coverage. As he puts it, “When you buy a policy with me, you are paying for hamburger and getting prime rib.” He was inspired to open his own agency, when he discovered that the average insurance agent makes between $50,000 and $60,000 per year. Breaking through his own expectations, this year, he earned around $150,000. "When I’m talking to clients, I can offer them better deals without sacrificing coverage. It’s an edge I have over bigger agencies," he said. However, he acknowledged, running one's own business came with its challenges. One of the biggest obstacles is the lack of employees. He currently operates the agency on his own, focusing on writing policies for small businesses and individuals. “I prefer to write policies for people working in body shops,” Ray said, explaining that he focuses on selling supplemental benefits, which are often vital for workers in physically demanding jobs. A good way of offsetting this, he said, was to offer lower-priced, high-quality policies to appeal to cost-conscious customers. He specializes in four main areas -- accident, disability, dental, and cancer insurance. For instance, while Cigna’s accident policy might cost $23, Aflac’s could be priced at $46. For him, the goal is to ensure that his clients are fully covered without breaking the bank. One of the most common misconceptions that customers had about insurance, he said, was that it was too complicated and difficult to understand. He often found that people felt intimidated about getting into the insurance business or buying insurance for the first time. "Nobody wants to talk about it...it’s like a doctor’s visit that they don’t want to have.” This fear of the unknown can lead to hesitation when it comes to purchasing coverage. This was why trust was crucial in the insurance business, said Ray. He has built a solid reputation for establishing strong relationships with his clients. He usually starts his younger clients with an accident policy because it's affordable and practical. He also uses real examples from his existing clients to sell insurance to new ones. "It's a huge sell and social proof...we can maximise that negative experience," he said. Success in the insurance industry requires proactive engagement and offering solutions that meet their needs, rather than simply waiting for clients to seek coverage on their own. As he puts it, "insurance is not bought, it is sold." The business, he admitted, was tough for new people, especially when it came to learning how to sell and close deals effectively. As of now, his company focusing on hiring agents who are already licensed and have experience. He looks for agents who know how to close deals and are ready to improve their skills. Ray’s goal is to bring in skilled professionals and help them sharpen their techniques to perform better in a competitive market. His two cents for new agents starting out in the field was that the word "no" should never be taken personally. “The word no doesn’t mean no, it just means you don’t have enough information yet,” he said. Another piece of advice Ray offered was to avoid saying no to opportunities that may seem unfamiliar or intimidating at first. "Don’t say no to something you don’t know what you’re saying no to," he said. Insurance sales can be a challenging field, but those who succeed are often the ones who remain open to learning and taking risks. Confidence and conviction are crucial in this business. As he puts it: “When you walk up to them, act like you already got their wallet in your back pocket.” SEE ALSO: Interview: Mental fortitude key to success in insurance, says Global Financial Impact's Stephen Stoltzfus