Turning “No” into “Let’s Go!” – Handling Objections Like a Pro

[This article was generated by ChatGPT and has been edited by the Surer team for clarity, readability and context.]

As an insurance intermediary, objections are part of the game.

Whether it’s about price, coverage, or timing, these hurdles can feel like dead ends.

But what if objections weren’t roadblocks, but opportunities?

With the right approach, you can turn a skeptical “no” into a confident “yes.” Let’s explore how to handle objections and come out on top.

Step 1: Listen—Really Listen

Objections aren’t just about what’s said; they’re about what’s unsaid. According to a 2022 HubSpot survey, 69% of sales professionals say that active listening is their most effective tool in addressing objections.

When a client pushes back, resist the urge to jump into defence mode. Instead, let them talk. Often, clients reveal key insights about their concerns when given the space to express themselves.

Step 2: Empathise and Validate

Once you understand their concern, acknowledge it. Saying, “I completely understand why you might feel that way,” helps build trust and rapport. Nobody likes feeling dismissed, and empathy goes a long way in demonstrating that you’re on their side.

Step 3: Address the Objection

Here’s where the magic happens. Let’s break down common objections and how to tackle them:

1. “It’s too expensive.”
   Counter with value, not discounts. Highlight the benefits they’ll gain and the potential costs of going uninsured. Share real-world scenarios or testimonials. For instance, “I had a client who thought the same, but when an unexpected accident happened, they were relieved to have the coverage.”
2. “I need more time to think.”
   Respect their need for time but create urgency without pressure. Try, “Of course, take your time. Just so you know, this rate is guaranteed until [specific date]. I’d hate for you to miss out.”
3. “I’m happy with my current provider.”
   Celebrate their loyalty, then highlight what sets your offering apart. “It’s great that you have coverage you trust. Many of my clients felt the same but realized they could get even more value with our policy, like [specific benefit].”

Step 4: Reframe the Conversation

Sometimes, it’s about shifting perspectives. Use open-ended questions to guide them toward seeing things differently. For example:

• “What would peace of mind mean for you in this situation?”
• “How would you feel knowing your family’s future is secure?”

By reframing the conversation around their goals, you move from selling to solving.

Step 5: Follow Up Like a Champ

Not every objection will resolve immediately, and that’s okay. A 2023 Salesforce report found that 80% of sales require five follow-ups after an initial meeting.

Keep the lines of communication open. Send helpful resources, answer lingering questions, and remind them you’re there when they’re ready.

A Final Word: Objections Are a Gift

It may not feel like it in the moment, but objections are opportunities in disguise. They show that a client is engaged and considering your offer. By listening, empathising, and addressing concerns head-on, you’re not just closing deals—you’re building trust and long-term relationships.

So, the next time you hear “no,” don’t panic. Smile and think, “Challenge accepted!” With the right mindset and tools, you’ll turn objections into stepping stones to success.