Key Takeaways
- 70% of life insurance purchases happen around life events—new baby, marriage, home purchase
- Agents who follow up within 2 weeks of a life event close 60% more than those who wait
- Non-sales check-ins after difficult events (job loss, death) generate 3x more loyalty and referrals
Life Events as Opportunities
Client Question: "How did you know to call? We were just talking about updating our insurance."
70% of life insurance purchases happen around major life events. Agents who follow up within 2 weeks of learning about an event close 60% more.
Events to Track and Follow Up On
| Event | Why It Matters | Action |
|---|---|---|
| New baby | Additional income protection needed | Congratulate + review coverage |
| Marriage | Beneficiary update, additional needs | Congratulate + review |
| Home purchase | Mortgage protection | Congratulate + discuss |
| Promotion | Income increased | Acknowledge + review |
| Retirement | Coverage needs may change | Check in + discuss |
| Death in family | May prompt reflection | Sensitive outreach |
The New Baby Call
A client who just had a baby
Setup
You saw on social media that a client just had their first baby. Their current policy was purchased when they were single.
Client says:
“*Sounds tired but happy* Oh, hey! Yeah, baby Emma arrived last week. We're exhausted but thrilled. What's up?”
Practice Objectives
- 1Congratulate them genuinely—don't jump to business
- 2Ask about the baby and how they're doing
- 3Transition naturally to discussing coverage
- 4Remind them their policy was before the baby
- 5Suggest a review when things settle down
The Job Loss Check-In
A client you heard lost their job
Setup
You learned through mutual connections that a client recently lost their job. You want to check in and see how you can help.
Client says:
“*Hesitant* Hey... yeah, things have been tough. Got laid off three weeks ago. Looking for something new but it's slow. Why are you calling—is everything okay with my policy?”
Practice Objectives
- 1Express genuine concern for them
- 2Don't try to sell anything—this isn't the time
- 3Ask if they need help with anything
- 4Discuss policy options if they're struggling with premiums
- 5Be a resource, not a salesperson
After a Family Death
A client whose parent recently passed away
Setup
A client's father passed away recently. You want to express condolences and check in, but this is sensitive.
Client says:
“*Subdued* Thanks for calling. Yeah, it's been hard. Dad was sick for a while, so we knew it was coming, but still... it's not easy.”
Practice Objectives
- 1Express genuine condolences
- 2Don't mention insurance or business at all initially
- 3Ask how they're holding up
- 4Offer help if there's anything you can do
- 5Only later, gently ask if the experience made them think about their own planning
The Retirement Transition
A client approaching retirement
Setup
A long-term client is about to retire. Their term policy was designed for working years.
Client says:
“Three more months and I'm done! Forty years of working and finally I can relax. We're planning a big trip to celebrate.”
Practice Objectives
- 1Celebrate this milestone with them
- 2Discuss how their insurance needs might change
- 3Review whether current coverage is still appropriate
- 4Explore any estate planning or legacy desires
- 5Position yourself as their advisor for this new chapter
You hear a client lost their job. The best approach is: