Let me hit you with some truth most insurance producers don’t want to hear:
Prospecting is a numbers game. Building a solid book of business is a relationship game.
And if you’re mixing the two, you’re losing both.
Too many agents hop on the phone and try to sell the whole dang policy in the first 60 seconds.
Wrong move.
You’re not selling insurance when you prospect.
You’re selling a conversation. That’s it. One step. One goal.
Book the appointment.
That’s the win. Not the policy. Not the commission. The appointment.
Once you're in the meeting, then the game shifts. Now it's about trust. About showing that you're not just another quote machine. You're the risk expert who's going to make their business stronger, safer, and yes—more profitable.
But let me be clear…
If you try to sell before you’ve built a relationship, you’re just noise.
Now, you might be wondering—what’s the perfect script?
Wrong question.
The better question is:
What’s the perfect message to get them to say yes to a conversation?
Here’s your answer:
👉 Focus on what matters to them.
👉 And that usually starts with profitability-plus – not price.
That “plus something” could be:
- Fewer claims
- Better compliance
- Faster service
- A second opinion they can actually understand
But whatever it is, it better be about them, not you.
Try something like this:
“Hi [Name], I help companies like yours improve their risk profile and reduce their total cost of risk—so they can lower premiums, avoid claims, and boost profitability. Would it make sense to set up a quick call to see if you’re missing anything?”
This message hits three critical benefits:
- Lower premiums (because you're presenting better to the market)
- Fewer claims (because you’re proactively improving risk)
- Higher profits (because TCOR savings go straight to the bottom line)
Boom. Simple. Focused. Appointment-first.