A Ste-by-Step Guide in Creating an Insurance Cold Call Script

Insurance is important. Commercial, car, house, no matter the type, people need it. And they deserve to have it so that they're covered financially if something goes wrong.

So why does it feel so daunting to sell it? Especially with a cold call?

Maybe because it feels that you're constantly being told 'no' by disgruntled, unsuspecting prospects. Especially after the first call. (Although the research shows that if you're consistent, that "no" can become a "yes.")

Maybe because there's an element of improvisation to cold calling that isn't there when you send an email.

But that's where we come in.

Because with a great cold call script, you'll already have the guide work set out for a successful cold call, so you can focus on being the brilliant insurance agent you are and not the specifics of what you need to include.

What Makes Insurance Cold Calling Unique?

Cold calling insurance scripts involve more than just pushing products. They're about starting conversations that often touch on deeply personal and sometimes uncomfortable topics.

Whether you're pitching auto, life, or commercial policies, cold calling scripts for insurance agents require a different kind of finesse. Here's why:

Highly Regulated Conversations

Unlike selling a software tool or a gym membership, insurance cold calling happens under the watchful eye of industry compliance standards.

You can't just wing it. Every insurance agent cold calling script must follow strict rules regarding disclosures, licensing, and what you can and can't promise. The best cold calling scripts insurance professionals use today are built around compliance-first language that still feels human.

Emotional Triggers (Protection, Security)

Let's be honest, no one wakes up thinking, "I hope a stranger calls me today to talk about life insurance." Yet, life insurance cold calling scripts often work because they appeal to universal needs: protection, peace of mind, and financial security.

When done right, a life insurance script for cold calling helps someone imagine what might happen if something went wrong, and positions your product as the safety net.

Decision-Maker Identification

Cold calling insurance scripts are only as good as the person picking up the phone. Unlike retail, where a shopper makes a decision instantly, insurance buying often involves a spouse, a business partner, or an entire board in the case of commercial insurance cold call scripts.

You've got to ask the right questions quickly to find the decision-maker, or risk wasting time explaining deductibles to someone who just answers the phone.

Objection-Heavy Environment

If you've used insurance cold calling scripts samples, you already know: the "not interested"s come fast and furious. It's not personal, it's just the nature of the game.

That's why top-tier cold calling scripts for insurance sales are built with pre-loaded rebuttals for everything from "I already have coverage" to "I don't talk to people over the phone." Your job is to stay calm, professional, and a little bit clever.

What is an Insurance Cold Call Script

An insurance cold call script is your map to making sure you hit all the points you need to hit on a cold call. You can write it out as an entire script, or make sure you have your initial speel, plus points to address common obstacles and pain points, and other important information you need to include.

However, you'll have to be ready to improvise and engage with the prospect in an organic, human way while remaining informative and professional.

A cold call script may be laid out something like this (a similar table can be found in our article Cold Call Script [Examples, Templates, Tips & Tricks]:

The layout of the script reads almost like a speedrun of the sales cycle's stages:

1. Prospect
2. Qualify
3. Contact
4. Present
5. Nurture
6. Close Deal
7. Request Referral

Steps 1 through 3 are done in the introduction. Step 4 is the value proposition. Steps 5-6 address the obstacles, and step 7 is the equivalent of establishing a follow-up.

Obviously, they aren't the same, but the comparison can help you set up how the script should function in your mind so that you can visualize it.

Exactly what your script looks like may vary depending on whether you sell insurance targeting businesses (B2B) or more personal types of insurance that target individuals (B2C). Companies and individuals have slightly different needs, and they may have different tolerance levels for cold calls in general.

Keep in mind what your target audience is when creating your script.

Types of Insurance Cold Call Script (With Examples)

Obviously, insurance sales can be quite a broad term when discussing sales because there are different types of insurance. Therefore, there are different types of insurance cold call scripts that will have their advantages and disadvantages. We have some of them listed below.

Life Insurance Cold Call Script

When it comes to cold calling life insurance, you're walking a fine line between informative and emotionally intrusive. People are understandably guarded when the conversation touches on mortality.

Yet, according to a 2023 LIMRA study, over 100 million of Americans say they need (or need more) life insurance, a signal that interest is high even if the topic is touchy.

Here's a simple but effective life insurance cold calling script structure:

Opening:
"Hi [Name], this is [Agent Name] from [Agency]. I know you're not expecting this call, but I'll be quick—this is about helping families protect their financial future. Do you have a minute?"

Bridge:
"I work with individuals like you to find affordable life insurance options that don't require long medical exams or high monthly premiums. Out of curiosity, do you currently have any coverage in place?"

Rebuttal Example (Common Objection):
"I already have life insurance."
"Totally understand—it's great that you've taken that step. Many of our clients come to us with existing coverage, and we're often able to improve their plan or reduce their premium without sacrificing benefits. Would you be open to a quick comparison?"

This style works best when your life insurance cold calling scripts gently lead with value and curiosity, not urgency or fear.

Auto Insurance Cold Call Script

Cold calling for auto insurance is a little more transactional than life coverage because there's less emotional gravity and more focus on cost and convenience. And it's worth the effort: A 2023 Science Direct study found that most auto insurance customers switch providers because of price, not service.

Here's a quick auto insurance lead generation script to get prospects to stop and listen:

The best auto insurance cold calling scripts focus on immediate savings, fast comparisons, and minimal hassle, exactly what drivers want.

Commercial Insurance Cold Call Script

Now we're talking high stakes. Cold calling scripts for commercial insurance need to sound polished, professional, and industry-aware. You're often speaking to business owners, CFOs, or decision-makers who hear pitches all day long, so vague promises won't cut it.

Start by identifying the business pain:

Opening:
"Hi [Name], this is [Your Name] with [Agency]. I help businesses like [their company name] reduce risk and uncover savings in their commercial insurance. I know this probably isn't the first cold call you've gotten today, so I'll keep it brief."

Qualifying Question:
"Are you the right person to speak with about your business insurance renewal? Or is there someone else I should connect with?"

Pitch:
"We often find gaps in general liability or cyber coverage that could put businesses at risk—and we've helped companies save up to 15% while improving protection. Would it make sense to do a short review of your current plan?"

This kind of commercial insurance cold call script positions you as a consultant, not a salesperson. You're not just selling a policy, you're solving real problems.

Home Insurance Cold Call Script

When cold calling for home insurance, you're talking about someone's safe haven, their biggest asset, and likely their largest ongoing investment. That means your insurance cold calling script needs to strike a tone of relevance, reassurance, and real value.

As you may know, home insurance premiums have risen by an average of 21% over the past two years (per a 2023 report by Policygenius). So, homeowners are more open than ever to re-evaluating their coverage. Still, cold calling insurance scripts for this space require tact.

Here's a working home insurance cold call script you can tailor to your pitch:

Intro:
"Hi [Name], this is [Your Name] from [Agency]. I work with homeowners in [City/County] to help protect their homes, while also looking for ways to reduce premiums. Is now an okay time to chat for a minute?"

Positioning Value:
"With rates going up across the board, we've helped a lot of clients get equal or better coverage with lower deductibles, without compromising on protection. Just curious, when was the last time you reviewed your homeowners policy?"

Common Objection (e.g., "I'm already covered"):
"That's great! Most of the people I speak with already have coverage too. The reason for my call is we often find overlapping protections or outdated coverage that could be updated—and sometimes, that can mean hundreds in savings annually. Would it hurt to take a 10-minute look?"

Key Points to Highlight in Conversation:

• Bundling discounts (especially with auto or life)
• Coverage for rising replacement costs due to inflation
• Storm, theft, or flood risk reassessments (location-specific angle)

A successful cold calling script for insurance agents in the home space shows you understand their risk, and that you're not trying to scare them, just prepare them.

Health/Disability Insurance Cold Call Script

Cold calling scripts for health and disability insurance must strike a balance between empathy and clarity. These products are often confusing, yet they address urgent concerns, rising medical costs, job loss, or long-term injury.

Here's a quick example script with a bullet-point breakdown of what makes it effective:

Script:
"Hi [Name], this is [Agent Name] calling from [Agency]. I specialize in helping individuals and families get affordable health and disability coverage—especially those who may not be fully protected by their current plan. Is now a bad time?"

Why it works:

• Leads with value: Focuses on affordability and gaps in protection.
• Simple language: No jargon or complex terminology.
• Open-ended CTA: "Would it be okay if I asked you a couple of questions to see if we might be a fit?"

This approach works especially well with freelancers, gig workers, and anyone outside a traditional benefits plan.

Step-by-Step Guide to Creating Insurance Cold Calling Scripts

We've briefly gone over the outline of a good insurance cold call script previously. But now, let's elaborate on that to understand how the script comes together to create a cohesive outline for you to use with your prospects.

1. Identify Your Audience and Their Pain Points

Before writing a single line, ask: Who am I calling, and what keeps them up at night? A cold calling script for life insurance won't sound anything like one for auto or home coverage. Different audiences = different motivations.

For example:

1. Life insurance buyers worry about family security and income replacement.
2. Auto insurance shoppers are mostly price-sensitive and annoyed by rising premiums.
3. Small business owners buying commercial insurance are concerned about liability, compliance, and business continuity.

Use real pain points, like the fact that 63% of uninsured U.S. adults cite cost as the top barrier, according to a 2023 KFF study, and bake them into your cold calling insurance scripts naturally.

2. Craft a Compelling Opening Line

You've got five seconds to either sound like a pushy telemarketer or a helpful professional. Guess which one gets hung up on?

The best insurance cold calling scripts start with transparency and a reason to listen:

"Hi [Name], this is [Agent Name] from [Agency]. I help [target audience] get [benefit]. Is it a bad time?"

This line does three things:

1. Shows you're not pretending to be their friend.
2. Sets a clear value proposition.
3. Puts the control in their hands, building instant trust.

3. Build Value Statements

Now that they're listening (or at least not hanging up yet), your job is to deliver one or two value bombs. Think of this as the meat of your cold calling insurance script, where you show how your solution fits their needs.

Depending on the policy, your value statement might include:

Always lead with a benefit that hits close to home, and avoid jargon. The more real it sounds, the better your insurance cold calling script performs.

4. Anticipate and Handle Objections

Cold calling insurance scripts live or die by how well you handle objections. The usual suspects are:

• "I already have insurance."
• "Not interested."
• "I'm busy."
• "How did you get this number?"

Instead of panicking, prepare. The best cold calling scripts for insurance agents include built-in rebuttals that reframe objections as opportunities. Here's a list of common ones and how to flip them:

• "I'm already covered."
  "That's smart, good coverage is key. We often find that existing plans are outdated or overpriced. Would it hurt to do a quick comparison?"
  
  
• "I'm not interested."
  "Totally fair, I wouldn't be either if I didn't know what was possible. May I ask one quick question just to see if we might be a fit down the line?"
  
  
• "I don't talk to agents over the phone."
  "Absolutely get that. I can shoot over a short summary by email if that's easier, what's the best address to send it to?"

Pre-loading your insurance cold calling scripts with these responses keeps you confident, calm, and in control.

5. Include a Clear Call to Action

A cold calling script insurance agents can rely on always ends with direction, not a dead end. Whether it's booking a meeting, running a quote, or sending info, your CTA should be short, simple, and action-focused.

Examples:

• "Would you be open to a 10-minute quote this afternoon?"
• "Can I send you a quick summary of what we offer—just in case?"
• "Would next Tuesday work for a policy review?"

Never end with "Okay, I'll follow up later." That's not a CTA. That's a fade-out.

6. Test and Refine Your Script

Even the best insurance cold call script is never done. What works today might flop tomorrow. Smart agents test different versions, track what works, and refine based on real feedback.

Pro tip: Use A/B testing with small call batches. Try two opening lines. Compare response rates. Repeat.

Also consider:

• Recording and reviewing your own calls (with permission, if required).
• Tracking rejection vs. appointment ratios.
• Adjusting based on seasonality, product changes, or economic shifts.

In Summary

So, in summary, an insurance cold call script is a good tool to keep in your tool belt if you want to start having successful cold calls. It should include an:

1. Introduction
2. Value proposition
3. Addressing obstacles
4. Establish a follow-up

That being said, make sure you're still listening to your prospects and keeping the conversation relatively natural.

And to keep track of your cold call scripts and any information about your prospects, consider using a CRM like Ringy. Interested? You can request a demo to see how it works.