179. 5 Classic Objections Every Life Insurance Agent Hears and How the Legends Answers Them

 

Every life insurance agent, no matter how experienced, will face objections. 

But objections are not rejection, they’re simply requests for more information, reassurance, or clarity. 

The great legends of our industry; Feldman, Savage, Levine, Gordon, and Gandolfo—faced the same concerns we do today, and they mastered the art of turning them into opportunities.

Here are the five most common objections in life insurance 

sales and how to overcome them.

“It’s Too Expensive”

The Objection: Clients often believe insurance is a cost they can’t afford, rather than a necessity they can’t live without.

How to Overcome: Reframe cost as value. 

Ben Feldman, the legendary closer, would say: “People don’t buy because of price; they buy because of what it will do for them.” He showed clients that life insurance isn’t an expense, it’s pennies today that create dollars for tomorrow.

Tip: Break premiums down into daily terms. Instead of “₱3,000 a month,” say, “That’s just ₱100 a day to guarantee your family’s security.”

“I Already Have Insurance”

The Objection: Clients believe their current coverage is “enough.”

How to Overcome: Respect their decision, then educate. 

John Savage taught agents to say: “That’s good—you already believe in protecting your family. Let’s make sure what you have is really enough for today’s needs.” Often, coverage bought years ago doesn’t match current lifestyle, debts, or future goals.

Tip: Use a simple needs analysis. Compare their current coverage against actual expenses like education, mortgage, and retirement. The gap becomes self-evident.

“Let Me Think About It”

The Objection: Clients delay decisions, believing time is on their side.

How to Overcome: Emphasize urgency. 

John Savage was famous for saying: “Death and disability don’t wait for us to think. If something happens tonight, will your family remember you for protecting them or for hesitating?” Urgency isn’t pressure, it’s reality.

Tip: Share a real client story where waiting led to regret. Stories move people from procrastination to action.

“I Don’t Believe in Life Insurance”

The Objection: Some people see insurance as unnecessary, even a scam.

How to Overcome: Reframe insurance as love, not death. 

Norman Levine’s “love letter” close turned skeptics into believers: “A policy is a love letter you write to your family, signed today, delivered only when they need it most.” That powerful image made insurance about caring, not selling.

Tip: Share examples of families who benefited from claims. Real stories defeat abstract doubts.

“I’m Healthy and Young, I Don’t Need It Yet”

The Objection: Younger prospects often think life insurance is for “later.”

How to Overcome: Show them that youth and health are their biggest advantages. 

Tony Gordon would remind clients: “The best time to buy insurance is when you don’t need it, because that’s when it’s cheapest and easiest to get.” 

Joe Gandolfo also encouraged young professionals to dream bigger: “Don’t just protect your debts, create wealth and a legacy while you’re still young.”

Tip: Illustrate how premiums rise with age. A side-by-side chart showing cost at 25 vs. 45 makes the decision obvious.

All the best my friends!!

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