Insurance Sales Training: Techniques for Success and Industry-Specific Tips

Author:Shelden SmollanChief Experience Officer
Shawn Redford
Reviewed by:Shawn RedfordChief Business Development Officer
August 18, 2023
11 Minute Read

Good training can mean the difference between doing great or just okay in the tough world of insurance.

An illustration of a man working at a desk

Insurance Sales Training: A Game Changer for US Insurance Agents 

In the tough world of insurance, good training can mean the difference between doing great or just okay. Insurance salespeople really need to know how to sell well. The right training can give them the tools they need to excel in selling complex insurance products. 

Insurance Agent Training Program

Any sales training program for new insurance agents can be broken down into several key components.

Let’s break down the training process for new insurance agents:

  • Understanding the Products: Just like a waiter needs to know the menu, an insurance agent needs to know all about the products they’re selling. This includes various types of insurance policies and how they compare to others on the market.
  • Learning to Sell: After understanding the products, agents need to learn how to sell them. This involves identifying potential clients, approaching them effectively, and convincing them that what you’re selling is what they need.
  • Customer Service: Just like ensuring a restaurant guest has a great experience, insurance agents need to learn how to handle customer queries and concerns to ensure they have a positive experience.
  • Legal Aspects: The insurance industry has many rules and regulations. Agents need to understand these, much like a restaurant needs to follow health and safety guidelines.
  • Continued Learning: Most states require insurance agents to keep learning to maintain their license. This is similar to a chef who keeps learning new recipes to stay up-to-date with food trends. 

By breaking down the training into these parts, new agents can focus on mastering one area at a time.

In the realm of insurance, sales training is an essential tool that can equip new insurance agents with the necessary skills to excel in their roles. Sales training in the US has gained significant momentum, with a myriad programs designed to hone the selling prowess of insurance agents.

An illustration of a woman sitting on an office chair with a laptop in her lap

These programs, including life insurance and general insurance training, aim to boost knowledge of services, understand customer needs, and improve communication and closing tactics. 

Sales training for insurance agents often involves:

  • Lessons in a classroom 
  • Interactive workshops 
  • Real-life practice

For example, in life insurance training, they might act out client meetings to help agents get a better idea of customer worries. Insurance sales coaches may also offer one-on-one advice to help agents tackle their specific issues and improve their sales techniques.

Sales tips for insurance agents

Insurance Agent Training: Online Training

The rise of digital learning has also paved the way for online insurance sales training. These digital programs are designed to provide flexible learning options for agents, allowing them to enhance their skills at their own pace. From webinars to online courses, agents can access a wide array of resources, including life insurance agent training modules and insurance agency training programs. 

Insurance Sales Seminars: Training for Insurance Agents

Insurance sales seminars are like classes where agents can learn about new trends and ways to sell. These classes often have experts who share their knowledge, which helps agents learn a lot.

Sales Training for Insurance Agents: Sales Skills 

As the insurance industry continues to evolve, insurance agents training is becoming increasingly important. Whether it’s a life insurance sales training program or a comprehensive insurance agent training program, these initiatives can equip agents with the competencies needed to navigate the dynamic insurance landscape effectively. Ultimately, quality agent training programs can pave the way for heightened customer satisfaction and enhanced sales performance. 

Training programs should be designed to focus on key areas such as product knowledge, understanding customer needs, effective communication, and closing techniques. A well-rounded training program can help insurance agents build strong relationships with their clients, understand their needs, and provide them with the most suitable insurance solutions. 

Developing Sales Techniques

The insurance business in the US changes a lot, and customers want service that’s made just for them, fast service, and special insurance plans. Normal sales methods aren’t enough. That’s why good training for insurance sales professionals is important. 

Good training can make a good insurance agent even better. So, invest in a sales training program that helps you and your team give great service and get great results.

Benefits of Insurance Agent Training for Customers

Insurance sales training is good for customers too. A trained agent can help them understand the tricky insurance process. They can explain different insurance options clearly and help customers pick the best one for them. 

Trained agents can also give great customer service, making the overall experience better. So, when insurance companies spend money on sales training, it’s a win for both the agents and the customers. 

Don’t forget, training insurance agents well can lead to better sales, more satisfied customers, and a better name for your agency.

How to make insurance sales for dummies

Elevating Success Through Coaching in Insurance Sales Training 

In today’s highly competitive insurance market, equipping your sales team with the right skills is more crucial than ever. This is where the importance of a coach in insurance sales training comes into play. This is not just about training; it’s about fostering a culture of continuous learning and improvement that empowers salespeople to achieve their full potential. 

The Power of Coaches

In the competitive insurance market, it’s very important for your sales team to have the right skills. This is why having a coach for insurance sales training is so helpful. It’s not just about learning; it’s about always getting better and helping salespeople be their best.

Coaches can do a lot. They don’t just teach about insurance products and how things work. They also help with important skills like building relationships, communicating well, finding potential customers, and dealing with objections. With a coach’s help, insurance sales agents can get better at selling, perform better, and feel more confident.

10 Innovative Content Ideas for Life Insurance Sales Training

  1. Virtual Reality Training: Incorporate virtual reality technology to create immersive and interactive training scenarios. This can provide agents with a real-world feel of different sales situations, helping them practice their skills in a safe environment.
  2. AI-Powered Personalized Training: Use artificial intelligence to analyze each agent’s performance and learning style. Based on this data, provide a personalized training program that focuses on their specific areas of improvement.
  3. Peer Learning Sessions: Encourage experienced agents to share their insights and best practices with newer ones. This can be done through workshops, webinars, or online forums.
  4. Gamified Learning: Introduce gamification elements in the training process to make it more engaging. This could involve leaderboards, points, badges, or rewards for accomplishing certain tasks or achieving sales targets.
  5. Customer Psychology Training: Provide training on understanding customer psychology and behavior. This can help agents better connect with clients, address their concerns effectively, and tailor their sales pitch accordingly to client needs.
  6. Ethics and Compliance Training: Given the regulatory nature of the insurance business, include comprehensive training on ethical insurance selling practices and compliance with industry regulations.
  7. Training on Digital Tools: With the increasing use of digital tools in sales, provide training on how to effectively use these tools for prospecting, customer relationship management, and closing deals.
  8. Soft Skills Training: Apart from coverage knowledge and sales tactics, focus on training agents on soft skills like communication, empathy, negotiation, and problem-solving.
  9. Ongoing Refresher Courses: As the insurance industry is constantly evolving, offer training and ongoing refresher courses to keep agents updated on the latest products, trends, and regulations.
  10. Mentorship Program: Pair up new agents with experienced ones for a mentorship program. This allows for one-on-one guidance and can accelerate the learning process for new agents. 
Best Insurance Sales Books

Remember, effective training is an investment and repeatable process that can result in improved sales, happier customers, and a stronger reputation for your agency.

Overcoming Challenges in Training Insurance Agents: Key Concerns and Solutions

  • Digital Marketing Training: Insurance sales agents should be trained in various digital marketing strategies like SEO, email marketing, social media marketing, and content website marketing. This will enable them to effectively market the insurance products online, attract potential customers, and convert them into actual buyers.
  • Technical Skills Training: Agents should be adept at using various digital tools and platforms that can aid in online selling. This includes CRM software, video conferencing tools, project management apps, etc. Training programs can be conducted to familiarize them with these tools.
  • Product Knowledge: An in-depth knowledge of the insurance products being sold is crucial.. Regular tests and quizzes can be conducted to ensure that the agents have a thorough understanding of the products.
  • Customer Relationship Management (CRM) Training: CRM systems are vital for managing customer interactions in the digital space. Agents should be trained on how to use these systems to track customer behavior, manage leads, follow up on prospects, and provide personalized services.
  • Communication Skills Training: Good communication skills are essential for selling insurance online. Agents should be trained on how to effectively communicate with customers through emails, live chats, video calls, and social media platforms. They should also be trained on how to handle customer queries and objections.
  • Sales Training: Agents should be trained on various online sales techniques and strategies. This includes understanding customer needs, presenting the product in an appealing way, closing the sale, and providing after-sales service.
  • Regulatory Compliance Training: Insurance is a highly regulated area of business. Agents should be trained on the various laws and regulations applicable to online insurance selling. This includes privacy laws, data protection regulations, and anti-spam laws.
  • Analytics Training: Understanding analytics can help agents track their performance, identify trends, and make informed decisions. They should be trained on how to use analytics tools and interpret the data.
  • Soft Skills Training: Soft skills like empathy, patience, active listening, and problem-solving are crucial for building strong relationships with customers. Regular workshops and role-plays can be conducted to hone these skills.
  • Continuous Learning and Development: The digital landscape is continuously evolving. Hence, regular training sessions should be conducted to keep the agents updated about the latest trends and technologies in online selling.


Is insurance sales difficult?

The difficulty of insurance sales often depends on the individual’s skill set and perseverance. It requires excellent communication skills, the ability to establish and maintain relationships, and a deep understanding of the products being sold. It can be challenging, especially when starting out, but it can also be rewarding for those who are tenacious and committed to their role.

Which type of insurance salesman makes the most money?

The income of a successful insurance agent can vary greatly depending on the type of insurance options they specialize in. However, life and health insurance sales professionals often earn higher commissions due to the complexity and importance of these policies.

How to be successful in insurance sales?

Success in insurance sales often comes down to creating a unique brand for yourself, building strong relationships with clients, understanding their needs, and providing them with the right insurance products. It’s an essential skill to have a deep knowledge of the insurance market and the specific products you are selling.

How to train life insurance agents?

Training for life insurance agents should involve both technical and soft skill development. They need to fully understand the life insurance products they are selling, and training should cover aspects such as policy details, underwriting, and the claims process. People skills such as communication, empathetic listening, and relationship building are equally essential for success.

How can I be a good salesperson in insurance?

Becoming a good insurance salesperson requires discipline, perseverance, and a client-centric approach. It requires a deep understanding of the insurance products, exceptional communication skills, and the ability to empathize with clients and understand their needs.

How to sell yourself as an insurance agent?

Selling yourself as a successful insurance agent involves showcasing your expertise and reliability. You should demonstrate your knowledge of insurance services and the benefits they can bring to potential prospects. Building a reputation for excellent customer service, availability, building trust and honesty can also go a long way in attracting and retaining clients.

What degrees are best for selling insurance?

Degrees in business, finance, or economics can be beneficial for a career in insurance sales. However, many successful insurance agents come from various educational backgrounds. What’s more important is the willingness to learn about the insurance business and developing strong sales and customer relationship skills.

Shelden Smollan
Shelden Smollan, Experior Financial Group's Chief Experience Officer, has spent more than 45 years working in the fields of Life Insurance and finance. He is an excellent insurance sales and management executive with exceptional strategic thinking, marketing, and leadership abilities. He has been Experior Financial Group Inc.'s Chief Experience Officer for the past six years, and his vision and expertise have been instrumental in the company's growth and development. By arranging meetings between agents and carriers so that our team of associates can learn from them and draw inspiration from them, he has assisted our IMO in expanding.