Receiving a new lead is a great first step, but converting that lead into a paying customer requires a smart approach. The moment you receive a new lead, you’re working against the clock. Timing, communication, and personalisation all play important roles in making sure that lead turns into a sale.
Here are the top five things you should do as soon as you receive a lead interested in life insurance to improve your chances of closing the deal.
What we’ll cover
1. Respond as quickly as possible
Timing is everything in sales, and people interested in life insurance are no exception.
The faster you respond to a lead, the more likely you are to engage them while they’re still thinking about life insurance. Leads can easily lose interest or move on to a competitor if you don’t reach out promptly. A quick response shows professionalism and demonstrates that you’re eager to help.
Studies have shown that responding within five minutes can drastically increase your chances of converting a lead. Whether you’re reaching out by phone or email, make sure you have a process in place to respond quickly to all new leads. If your lead comes in after hours, automated emails confirming that you’ll be in touch soon can help maintain engagement until you can connect directly.
Tip: If possible, aim to follow up by phone first. A phone call is more personal, and it allows you to begin building a relationship right away.
2. Verify the lead’s details
Before you dive into your sales pitch, take a moment to verify the lead’s information.
It’s important to confirm that the details you’ve received are accurate, such as their name, contact number, and location. This step is important, especially if you generate life insurance leads from third-party sources, where lead quality may vary.
Not only does verifying details help you avoid wasting time on incorrect or fake leads, but it also gives you an opportunity to gather more information about the prospect. For example, while verifying their contact information, you can ask a few questions to understand their life insurance needs, such as whether they’re looking for family coverage or a more specific type of policy.
Tip: If the lead was generated online, you can confirm their interest by sending a short follow-up message to ensure they’re still interested in speaking with you. This also sets the stage for a stronger first conversation.
3. Tailor your approach to the individual
Once you’ve verified the lead’s information, it’s time to personalise your pitch.
Leads are more likely to engage if they feel like you’re addressing their specific needs, rather than delivering a generic sales script. If you can, review any details you have about the lead—such as their family status, age, or income level—and craft your message accordingly.
For example, if your lead is a new parent, you could focus on how life insurance provides security for their growing family. Or, if the lead is closer to retirement age, you might highlight products that offer legacy planning or financial stability for dependents. Tailoring your approach to each individual helps you build trust and shows that you’re genuinely interested in helping them find the right solution.
Tip: Use open-ended questions to better understand their concerns and preferences. This way, you can guide the conversation to meet their needs while also educating them on how life insurance can benefit them.
4. Build trust by providing value first
Pitching life insurance isn’t just about pitching a product—it’s about building a relationship with your lead.
Trust is key, especially when selling a product as personal and long-term as life insurance. Instead of jumping straight into prices or policy options, focus on educating the lead and offering value upfront.
Explain how life insurance works, what types of coverages are available, and why it’s important for their situation. Share testimonials or case studies from other customers in similar life stages, and be prepared to answer any questions they have about the process.
By positioning yourself as a helpful resource rather than a pushy salesperson, you’ll be more likely to establish a connection that leads to a sale. Remember, your goal is to help the lead feel confident in their decision, not pressured.
Tip: If the lead isn’t ready to make a decision right away, offer to send additional resources, such as guides or blog articles, to keep them engaged. This helps nurture the lead while building trust.
5. Follow up consistently
Not every lead will convert after the first conversation.
Some may need more time to consider their options, while others might be comparing quotes from different providers. This is why follow-up is so important. A single conversation rarely results in a sale, so staying on top of your leads is key to maintaining momentum.
Create a follow-up schedule based on your previous interactions. If the lead asked for more information, follow up with a personalised email a few days later. If they’re still undecided, a phone call a week later could help keep you top of mind. The goal is to remain helpful without becoming a nuisance.
Make sure each follow-up adds value. For example, you could provide additional insights on the life insurance policy that best fits their needs, or offer a time-limited incentive to encourage a quicker decision.
Tip: Use a CRM tool to keep track of your leads and schedule follow-up tasks. This helps you stay organised and ensures no lead slips through the cracks.
Conclusion
Converting life insurance leads requires more than just making a call. It’s about responding quickly, verifying the lead’s information, and personalising your approach. Once you get life insurance leads, your success will depend on how effectively you can build trust, offer value, and stay consistent with follow-up efforts.
By following these five steps, you can turn more leads into loyal customers, building relationships that benefit both your clients and your business in the long run. Remember, while generating leads is an important first step, how you handle them afterward is what really determines your conversion rates.
Frequently asked questions
What’s the best way to follow up with a new lead?
Call them as soon as possible—ideally within minutes. A quick response helps you build trust and keeps the new life insurance lead warm before they move on to another provider.
How do I know if a new life insurance lead is serious or just browsing?
Ask outcome-focused questions about their goals and timelines. A genuine lead will usually have a clear reason for enquiring, like a new mortgage or family changes.
Should I send quotes straight away?
Not always. It’s better to first qualify their needs and intent. Once you understand what matters to them, you can send quotes that feel personalised and relevant—making the new life insurance lead more likely to convert.
