How to Sell Business Insurance: Winning New Clients

As an insurance sales professional, acquiring new clients is essential to growing your book of business and reaching your sales targets. However, sel… As an insurance sales professional, acquiring new clients is essential to growing your book of business and reaching your sales targets. However, sell…

As an insurance sales professional, acquiring new clients is essential to growing your book of business and reaching your sales targets.

However, selling business insurance is challenging given the complexity of products and the skepticism many business owners have about the value of coverage.

To win over prospective clients and gain their trust, you need a strategic approach to your sales process.

Understanding their key concerns, educating them on risks, and crafting customized solutions will position you as a trusted advisor.

With the right techniques and persistence, you can overcome objections, build lasting relationships, and make the sale.

This article provides practical tips for selling business insurance and landing new clients.

Understanding the Business Insurance Landscape

To successfully sell business insurance, you must first understand the landscape.

The business insurance market is vast, with many types of coverage available to companies of all sizes across industries.

As an insurance agent, you need to determine what kinds of businesses you want to target.

Do you want to specialize in a particular industry like hospitality, healthcare or construction? Or focus on small businesses versus large corporations? Selecting a niche market will allow you to become an expert in the unique risks and insurance needs of that segment.

Once you define your target market, learn everything about the common risks and liabilities those businesses face.

Understand how various insurance policies can mitigate those risks through coverage like:

  1. General liability insurance to protect against lawsuits related to injuries or property damage.

  2. Professional liability insurance for errors and omissions.

  3. Property insurance to protect physical business assets like equipment, furniture, and inventory in the event of disasters.

  4. Business interruption insurance to compensate for lost income due to events like natural disasters.

In addition, stay up-to-date with commercial insurance regulations and trends in your state or region.

Monitor changes in the overall economy that could impact your target clients.

With a deep understanding of the business insurance landscape - including your niche market, the risks businesses face, the policies that address those risks, regulations, and trends - you will be well equipped to help clients determine their coverage needs and sell the right policies.

Your knowledge and expertise will build trust and give you a competitive advantage.

Most importantly, it will ensure your clients have the comprehensive protection they need to keep their operations running smoothly.

Building a Prospect List for Business Insurance

To build a strong prospect list for selling business insurance, you need to cast a wide net.

Identify potential clients from various sources:

Your Existing Client Base

Review your current client list for any business insurance needs not yet met.

Schedule meetings to discuss their complete insurance portfolio and any gaps you can fill.

Satisfied clients are the best source for referrals, so ask for introductions to similar businesses.

Local Business Organizations

Contact your chamber of commerce and other business associations for member directories and attend their networking events.

Build connections with business owners and managers, explain your services, and ask for the opportunity to quote their insurance needs.

Online Business Directories

Search sites like Yelp, Google My Business, and your local business journal for companies in your area.

Visit their websites and social media profiles to gage their size and insurance needs.

Reach out by phone or email to pitch your services.

Drive-Bys and Cold Calls

Drive through local business districts and industrial parks looking for prospects.

Drop in, introduce yourself, and leave your card.

Also do cold calls to businesses in your target markets.

While the success rate is low, you never know when you'll find an interested lead.

Referrals from Other Professionals

Connect with accountants, bankers, attorneys, and financial advisors in your area.

Explain that you're looking for business insurance clients, and ask them to recommend and refer suitable prospects from their client base.

Offer to return the favor by referring your clients to them.

Building a solid prospect list requires diligent research and outreach.

But with a diverse range of lead sources, you'll have plenty of opportunities to land new clients and grow your book of business.

Crafting Your Business Insurance Sales Pitch

To successfully sell business insurance, you need to develop an effective sales pitch.

This pitch should highlight the key benefits of your insurance products and services to convince business owners why they need coverage.

Focus on Risk Mitigation

Explain how your insurance policies help mitigate risks like property damage, liability claims, or loss of income that could threaten the business.

Discuss specific examples of risks businesses in their industry face and how your products address them.

For instance, a retail store faces risks like shoplifting, employee theft, and product liability claims that business insurance could help offset.

Emphasize Cost Savings

Demonstrate how investing in adequate insurance coverage now can save money in the long run.

Discuss how even a single uncovered claim could lead to major expenses that might have been avoided with proper insurance.

Explain how your insurance can provide peace of mind by capping costs in the event of unforeseen circumstances.

Provide Custom Solutions

Highlight your ability to customize insurance solutions based on each business’s unique needs and risks.

Discuss how you will take the time to fully understand a company’s operations, risks, assets, and concerns to design tailored coverage.

Explain that you don’t take a “one-size-fits-all” approach and will work with businesses to build the right insurance package for their situation.

Offer Additional Value

Promote any additional services you provide beyond just insurance policies, such as risk management guidance, employee education, or claims support.

Discuss how you strive to be a trusted resource for your clients and not just another vendor.

Explain your dedication to providing responsive customer service and helping policyholders navigate difficult insurance-related issues.

A persuasive sales pitch that focuses on these key benefits will position you as a strategic partner to help safeguard businesses and support their success.

By highlighting risk solutions, cost savings, customized policies and additional value, you can convey why business insurance coverage is so critical and your firm is uniquely suited to provide it.

Overcoming Objections When Selling Business Insurance

Overcoming objections is a key part of the sales process.

When selling business insurance, you will likely encounter several common objections from prospects.

Here are some effective ways to overcome them:


Business owners may claim your insurance is too expensive.

Explain the value they will receive for the premium, such as financial protection and peace of mind.

You can also suggest ways they can reduce costs, e.g. increasing deductibles or bundling multiple policies.

Offer a free quote so they can see pricing options.

Don't Need It

Some prospects may think they don't need business insurance or that the risk of a loss is too small.

Educate them on the risks of operating without coverage and provide statistics on business insurance claims.

Explain how a single loss could be financially devastating without insurance.

Offer specific examples of situations where coverage helped other business owners in their industry.

Already Have It

If a prospect says they already have coverage, explain the additional benefits and more comprehensive protection your insurance provides.

Discuss any gaps or limitations in their current coverage and how your solution addresses those needs.

Focus on risks they may not have considered that your insurance covers.

Will Decide Later

For those who want to "think it over", express your understanding while also conveying a sense of urgency.

Explain that their risks won't disappear, and the sooner they secure proper coverage, the sooner they will have financial and legal protection in place.

Provide a deadline for when your quote will expire to give them incentive to decide.

Offer to follow up and provide any additional details to help them choose coverage.

With the right preparation and persistence, you can overcome objections and turn prospects into customers.

Address their concerns directly and highlight the importance of adequate insurance for long term security and stability.

Your knowledge and solution-focused approach will give business owners the confidence to choose you as their insurance provider.

Presenting Policy Options to Prospects

Once you have qualified prospects interested in your business insurance solutions, it’s time to present the policy options available to them.

As their trusted insurance advisor, walk them through the key particulars and help determine the best and most affordable coverage for their unique needs.

Analyze Their Business Risks

Carefully evaluate all areas of their business operations with the prospect to pinpoint critical risks that need mitigation.

Discuss any hazards, liabilities or vulnerabilities that could result in loss, damage or legal issues.

Review the prospect’s current insurance situation to determine any gaps that should be addressed.

Ask thorough questions about their business activities, employees, facilities, equipment, vehicles, etc. to develop a comprehensive risk profile.

Explain Policy Types and Recommendations

Present recommendations for essential policy types like general liability, property, auto and worker's compensation insurance based on their risk analysis.

Discuss options for additional coverage such as professional liability, cyber security or product liability insurance if applicable to their business.

Provide details on policy limits, deductibles, exclusions, and premium rates for different levels of coverage.

Explain in an easy to understand manner how each policy will protect them in specific scenarios.

Allow time for the prospect to ask questions and address any concerns.

Tailor Options to Their Needs and Budget

Work with the prospect to determine appropriate policies and coverage limits based on balancing their risks and affordability.

Offer good, better and best package options at varying price points.

Explain the pros and cons of higher and lower limits so they can make an informed choice.

Provide quotes for multiple reputable insurers to compare.

Offer money-saving bundling options whenever possible.

Ensure the final selection of policies meet their key business insurance needs at a premium they can sustain long-term.

Continually focus the conversation on their priorities and concerns.

Present yourself as their advocate, seeking the best possible insurance solutions for their peace of mind and financial well-being.

With the right options and advice tailored to their unique situation, you will build trust in your guidance and gain a client for life.

Closing the Deal: Getting the Signature

To close the deal and get the client’s signature on the insurance policy, you need to inspire confidence in your product and address any remaining concerns.

Discuss the following key points to help seal the agreement:

Coverage Details

Review the specific coverage, limits, deductibles, and premiums you have recommended based on the client’s needs and budget.

Explain how your policy provides comprehensive protection for their business and assets at a competitive price.

Walk through each section of the policy so they fully understand what is and is not covered.

Claims Process

Describe your simple and straightforward claims process so they know what to expect in the event of an incident.

Highlight any additional services you provide to help them file and resolve claims rapidly and hassle-free.

Your commitment to superior customer service and fast claims handling will give them peace of mind that they have the support they need.

Additional Services

Discuss any extra benefits or services you offer that add value, such as risk management consulting, employee education, or online account management.

Explain how these additional services can help reduce their risks and improve their insurance program at no added cost.

The more robust solutions and support you provide, the more attractive and beneficial the policy will seem.

Questions and Concerns

Ask if the client has any other questions, uncertainties or concerns that are preventing them from moving forward.

Address each issue thoroughly and reiterate why your insurance solution is the best option to safeguard their company.

Your willingness to patiently listen and respond to their most pressing needs will build trust in you and confidence in the policy.

To summarize, be transparent in presenting the coverage and premium details, convey your superior customer service, highlight extra benefits offered, and resolve any outstanding issues.

Doing so will demonstrate the value you provide and motivate the client to officially sign on as your new policyholder.

With a persuasive yet caring approach, you can overcome objections and get to the close.

Providing Ongoing Service to Retain Clients

To retain your business insurance clients over the long term, providing ongoing service and support is key.

Consistently delivering value will strengthen your relationship and build loyalty, leading to repeat business and referrals.

Conduct Regular Reviews

Schedule annual reviews with your clients to revisit their needs and ensure their coverage is still adequate.

Discuss any business changes like revenue growth, new locations or products that could impact their insurance requirements.

Propose appropriate policy adjustments or additional coverage as needed.

These reviews demonstrate your commitment to their success and peace of mind.

Provide Education and Resources

Educate your clients on risks and best practices.

Supply helpful resources like safety checklists, risk management guides or cyber security recommendations.

Hosting informational seminars, webinars or sending out newsletters are excellent ways to keep clients informed while positioning you as a trusted advisor.

Address Claims Efficiently

Handle any claims for your clients promptly and professionally.

Walk them through the process, advising on required documentation and timelines.

Work closely with insurance carriers to expedite approval and payment.

Your assistance during a stressful claim situation will reinforce the value of your service and support.

Solicit Feedback

Request feedback from clients on your performance and their satisfaction.

Distribute surveys or schedule calls to discuss what you are doing well and where you can improve.

Take feedback seriously by implementing changes and enhancements to better suit their needs.

Let clients know how you have responded to their input, fostering a sense of partnership.

Providing meaningful, ongoing service will strengthen client relationships, build loyalty and generate new business opportunities through referrals.

While salesmanship is required to win new clients, service is the key to keeping them for the long run.

Focusing on education, advice and advocacy as their trusted insurance advisor will position you for growth and success.

Expanding Your Book: Upsell and Cross-Sell Opportunities

Once you have established your book of business insurance clients, the key to growth is finding opportunities to expand your relationships with them.

Two effective ways to do this are:


Upselling is offering existing clients upgrades or add-ons to their current policies.

This could include:

  • Higher coverage limits.

    As a client’s business grows, their needs may change.

    Offer to re-evaluate their coverage limits to ensure adequate protection.

  • Additional types of coverage.

    A client may be interested in adding new policies like commercial auto, workers’ compensation, professional liability or cyber liability insurance.

    Discuss how these could benefit their business.

  • Policy riders and endorsements.

    Suggest riders or endorsements to enhance their current policies, such as employee benefits liability coverage or business interruption insurance.


Cross-selling means offering existing business insurance clients other products or services you provide.

For example:

  • Personal insurance policies.

    If you also offer home, auto and life insurance, discuss these options with business clients.

    They may want to consolidate all their insurance needs with one broker.

  • Retirement planning or investment services.

    Business owners are often interested in additional ways to achieve their financial goals.

    Talk to them about retirement plans, investment strategies and other solutions you can provide.

  • Additional business services.

    Some brokers offer services like human resources consulting, payroll processing or loss control.

    Promote any value-added services that could benefit your clients.

Focusing on the opportunities within your existing book of business by upselling enhanced or additional coverage and cross-selling other solutions is an effective way to deepen client relationships, drive growth and boost your revenue.

Satisfied clients who receive this type of proactive service and advice will remain loyal and continue to refer you new business.


With the right knowledge, preparation, and persistence, you can build a successful book of business in the commercial insurance industry.

Focus on targeting business owners in your area of expertise, develop a professional marketing plan to reach them, and work on building trusting relationships.

Do not get discouraged if closing a new client takes time.

Stay up to date with industry trends and policy options so you can provide the best solutions.

If you go into each sales meeting well-prepared, ask insightful questions, and show how you can meet the prospect's unique needs, you will gain their confidence and win new clients.

With hard work and determination, you can achieve great success as an insurance sales professional.

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