Insurance Agent Communication: 5 Essential Skills

Mike Miller | November 22, 2022

A hand holding up a megaphone against a blue background.

You won’t win every deal. That’s just a sales fact. But you can improve your chances of closing a new deal or renewing business with existing clients. How you communicate with your prospects and customers can make or break your agency’s success. Here are the five essential insurance agent communication skills you need to close more business this year. 

1. Listening: An Essential Insurance Agent Communication Skill 

Exceptional insurance agents know the most efficient way to get to “yes” in a sales presentation is to let the prospect tell you what products they need. By asking the right questions and taking the time to listen to your prospect’s or customer’s answers, you can tailor your sales presentation to their needs and increase the chances of closing the sale. 

Listening is an important skill when you field questions from current customers or when a customer calls you with a claim. They’re looking for your help, and the most effective way to help them is to understand their challenge so you can solve it. 

Put in the simplest terms: You have two ears and one mouth. Use them proportionately.

2. Be Able to Break It Down

Insurance is a complicated business. If you’ve been an agent for a few years, you may have forgotten how overwhelming it can be to read an insurance policy or understand all of the different insurance coverage options that are available. It’s your job as an agent to break these concepts down for your prospects and customers. 

In your sales presentations and other insurance agent communications, use clear, simple language to explain your different coverage options. It can be helpful to jot down the risks the product covers, popular riders, and common exclusions. Consider eliminating industry-specific jargon. If you’re unsure if you’re being clear, run your presentation past a friend or family member who isn’t in the business.

3. Be Aware of Your Nonverbal Communication

When you’re speaking with someone face-to-face or even on the phone, your nonverbal communication speaks louder than your words. Nonverbal communication includes everything from:

  • The tone of your voice
  • The pace of your speech
  • Your attire
  • Your posture
  • Your eye contact

To build credibility and trust with your prospects and customers, be aware of how you communicate nonverbally. Be welcoming and warm with the tone of your voice and don’t speak too quickly. If you’re speaking with someone face-to-face, maintain good eye contact and dress professionally. People are trusting you with their largest assets, and you should look and behave like you take that responsibility seriously. 

4. Put It in Writing

Your written communication skills are just as important as your verbal and nonverbal communication skills. How you communicate with your customers and prospects in letters, email, and text affects their perception of you and your agency. Err on the side of formality, making sure you include a greeting at the beginning of your written communication and a salutation and signature at the end. Proofread everything you send to prospects and customers. 

5. Communication Skills for Insurance Producer vs. Agent

In addition to these insurance agent communication skills, producers have their own considerations for how they interact with prospects and clients. As a producer, you may just be starting out in insurance or working with a specific subset of your agency’s customers. Your verbal, nonverbal, and written communication skills are just as important as they are for agency owners. But since your name isn’t on the shingle, it’s important for you to communicate your confidence in the agency, the agent, and your products. 

You can do this by sharing how your agency builds value for customers and having deep knowledge all of the products and services your agency offers. No matter what, be your authentic self in your interactions with prospects and customers. Work with your agency owner to find your sweet spot for the type of business you like to pursue and write and become the expert in that area for your agency.

Insurance Agent Communication Is a Skill that Can Make or Break Success

How you communicate with your prospects and customers can make or break your success as an insurance agent or producer. Take the time to evaluate and improve your communication skills and those of your staff. For more information on these and other must-have skills for insurance agents, read the Smart Choice® blog.