Cold calling isn’t dead. In fact, for insurance brokers selling directly to customers, it remains one of the most effective and affordable ways to fill your pipeline with qualified prospects. But the game has changed. Consumers are more skeptical, time-starved, and guarded than ever before. That means your script, tone, and timing must be sharper than ever.
In this guide, we break down high-converting cold calling tactics and provide ready-to-use scripts specifically for brokers selling:
- Term Life Insurance
- Whole Life Insurance
We’ll also cover call structure, objection handling, and follow-up techniques.
Why Cold Calling Still Works in 2025
- Speed to prospect: No other method puts you in front of live leads faster.
- Personal connection: Voice-based conversations build more trust than email alone.
- Affordability: Cold calling costs less than paid ads and works well even with a small budget.
Cold Call ROI Comparison
| Outreach Method | Avg. Cost per Lead | Avg. Close Rate |
| Cold Calling | $25 | 12% |
| Paid Ads | $85 | 5% |
| Email Campaigns | $40 | 6% |
1. Term Life Insurance Cold Calling Script
Ideal Buyer: Parents with dependents, middle-income earners, homeowners, people with mortgages.
Goal: Educate them on the affordability and protection value of term life.
Example Script:
Opening: “Hi [Name], this is [Your Name]. I help families in [Location] protect their income and loved ones through affordable term life coverage. Do you have a quick minute?”
Value Hook: “Most families I speak to are surprised that $500,000 in coverage can cost less than a coffee a day. Have you ever explored how much term life would cost for someone like you?”
Qualifying Questions:
- “Do you currently have any life insurance through work or privately?”
- “What’s your main reason for looking at coverage? mortgage protection, family security, or something else?”
- “If we found a plan that fits your needs and budget, would you be comfortable taking the next steps online or with a licensed agent?”
- “Are you generally in good health? no major recent diagnoses or hospitalizations?”
- “How soon are you looking to have coverage in place?”
Objection Handling (i.e. Cost): “I totally get that, many people think life insurance is expensive. But I’m working with a family right now paying $27/month for a $400k policy. It really depends on age and health. Can I run a free quote for you?”
Call to Action: “I can walk you through your best options, no pressure. What time usually works best for you?”
2. Whole Life Insurance Cold Calling Script
Ideal Buyer: Higher-income earners, individuals interested in long-term wealth planning, parents buying for children, retirees looking to leave a legacy.
Goal: Position whole life as both protection and an asset.
Example Script:
Opening: “Hi [Name], it’s [Your Name] — I specialize in long-term financial protection through permanent life insurance. Have you looked into how whole life policies can build cash value over time?”
Value Hook: “Unlike term, whole life doesn’t expire, and it can grow tax-deferred cash that you can borrow against. It’s like having insurance and a savings account in one.”
Qualifying Questions:
- “Are you looking more for family protection or long-term financial benefits?”
- “Do you already have any permanent coverage, or is this your first time considering it?”
- “Would you prefer to structure the policy for legacy, cash value growth, or a mix of both?”
- “Are you typically comfortable with monthly contributions around [£X or $X] for this kind of long-term asset?”
Objection Handling (Too Complicated): “Totally understandable. Most people haven’t had someone break it down clearly. I can show you a simple side-by-side of how it works versus term, and you’ll see if it fits your goals.”
Call to Action: “I’m available this week for a 10-minute overview to help you get a clearer picture — how’s [Day/Time]?”
Term vs Whole Life Comparison Table
| Feature | Term Life | Whole Life |
| Coverage Length | 10–30 years | Lifetime |
| Cash Value | No | Yes |
| Monthly Premiums | Lower | Higher |
| Investment Component | No | Yes |
Best Call Times Chart
| Time Slot | Answer Rate |
| 8 AM–10 AM | Low |
| 10 AM–11:30 AM | High |
| 12 PM–2 PM | Medium |
| 4 PM–6 PM | High |
| After 6 PM | Low |
Cold Calling Tips for Insurance Brokers:
- Use local area codes with smart dialers for better pickup rates.
- Keep energy high but conversational; don’t sound robotic or boring.
- Always confirm next steps via SMS/email right after call.
Follow-Up Sequence (Post-Call)
If they said yes to a quote:
- Email/SMS confirmation of time.
- Forward closed lead to the designated person/insurance broker that will proceed with documentation and payment details.
If they were unsure:
- If you got their email, send a follow-up with a brief explanation of the plans you offer, with pricing, and clear next steps.
Final Thoughts
Cold calling in insurance when done right, puts you in the driver’s seat to build a consistent sales pipeline. Start with these proven scripts, test them, and iterate. Remember, every ‘no’ brings you closer to a yes.
Book a 15-minute call with us to learn how we can help you close your next 10 policies.
