How to Handle "We Need to Think About It" in Insurance & Risk Management Sales
Expert framework for overcoming the "We Need to Think About It" objection in Insurance sales. Proven 3-step method with industry-specific examples.
ScriptFly AI Team
Expert Sales Trainers
How to Handle "We Need to Think About It" in Insurance & Risk Management Sales
Every insurance sales rep knows the soul-crushing moment when a promising prospect utters those dreaded words: "We need to think about it." In an industry where trust and timing are everything, this objection can feel like a death sentence to your sales pipeline. But what if you could turn this stalling tactic into a closed deal?
Why Insurance Prospects Say "We Need to Think About It"
In the high-stakes world of insurance and risk management, prospects don't just buy a product—they're purchasing peace of mind. The "think about it" response is rarely about actual contemplation. It's a psychological defense mechanism rooted in uncertainty, fear, and the complex nature of insurance decisions.
The Real Reasons Behind This Objection:
- Fear of making the wrong financial decision
- Overwhelming complexity of insurance products
- Lack of immediate perceived urgency
- Comfort with current (potentially inadequate) coverage
- Natural sales resistance and decision-making anxiety
The Wrong Way to Respond (That Most Reps Do)
Most insurance sales reps crumble when they hear this objection. They become desperate, pushy, or worse—they accept the delay and hope the prospect will circle back.
Don't:
- ❌ Say "Okay, call me when you're ready"
- ❌ Argue or become defensive
- ❌ Send generic follow-up emails that get ignored
- ❌ Leave the next move to the prospect
The 3-Step Framework That Actually Works
Step 1: Acknowledge Without Agreeing
Validate their feeling without letting them off the hook. Show you understand their hesitation while maintaining forward momentum.Example Response:
"I completely understand wanting to be thorough. Most of our successful clients felt exactly the same way before realizing how critical immediate protection is."
Step 2: Reframe the Conversation
Shift from a transactional discussion to a consultative, risk-management dialogue.Example Response:
"Let's take a step back. What specific concerns are making you want to pause and think? Is it the coverage details, the premium, or something else?"
Step 3: Ask a Diagnostic Question
Use strategic questions that reveal underlying motivations and create urgency.Power Questions to Ask:
- "What could happen if you delay protecting your assets?"
- "How would an unexpected incident impact your financial stability right now?"
- "What's changed since we first discussed your risk profile?"
Real-World Example: Guardian Shield Insurance
A Guardian Shield Insurance sales rep was presenting a comprehensive business liability package to a mid-sized manufacturing firm. When the prospect said, "We need to think about it," the rep didn't miss a beat.
What Happened: By using the 3-step framework, the rep uncovered that the prospect was actually concerned about potential coverage gaps. Instead of letting the conversation stall, they did a live side-by-side comparison of the current policy versus the proposed coverage.
Key Takeaway: Digging deeper revealed real concerns, transforming a potential "no" into an immediate "yes."
Industry-Specific Considerations for Insurance & Risk Management
Insurance sales aren't like selling software or widgets. You're dealing with complex risk models, potential catastrophic scenarios, and deeply personal financial protection.
- Price Sensitivity: Clients want value, not just the cheapest option
- Average Deal Size ($8,000): Requires more consultative approach
- Typical Objection Triggers: Lack of clear ROI explanation, complex policy language
5 Variations You Can Use Tomorrow
Variation 1: The Empathy Reframe "I get it. Making the right insurance decision isn't something you rush. But what would make you feel confident moving forward today?"
Variation 2: The Social Proof Angle "Last month, three similar businesses in your industry faced unexpected incidents. Would you like to hear how having the right coverage made a difference?"
Variation 3: The Risk Reversal "What's riskier: spending an hour reviewing a potentially life-changing policy, or leaving your business exposed?"
Variation 4: The Future-Pace "Let's imagine it's six months from now. How would you feel knowing you proactively protected your business against potential risks?"
Variation 5: The Direct Challenge "If not now, then when? What specific milestone are you waiting for that's more important than protecting your assets?"
Common Follow-Up Objections (And How to Handle Them)
"We're still comparing quotes" → Offer a comprehensive comparison document that highlights your unique value propositions.
"Our current agent handles this" → Highlight specific gaps in their current coverage and demonstrate your specialized expertise.
"The timing isn't right" → Connect the potential cost of delay directly to their business risks.
The Bottom Line
Handling the "we need to think about it" objection isn't about aggressive sales tactics. It's about becoming a trusted risk management advisor who speaks the language of protection, preparedness, and peace of mind.
Quick Win: Start your next sales conversation by asking about their biggest current business risks.
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Common Questions About This Objection
When is the best time to use this objection response?
Use this response immediately when you hear the objection. The key is to acknowledge their concern authentically before reframing it. Timing matters—respond too quickly and you seem dismissive, wait too long and you lose momentum.
What if this script doesn't work for my specific situation?
Every prospect is different. Use these scripts as frameworks, not word-for-word responses. Adapt the language to match your industry, product, and the prospect's communication style. The underlying psychology remains the same.
How do I practice these responses effectively?
Role-play with a colleague or record yourself. Focus on tone and delivery—confidence matters as much as the words. Practice until it feels natural, not scripted. The goal is to internalize the framework, not memorize lines.
Can I combine this with other objection handling techniques?
Absolutely. These responses work well with techniques like the "Feel, Felt, Found" method or the "Boomerang" technique. Layer multiple approaches for complex objections, but keep it conversational—never sound like you're running through a checklist.
How many times should I try before moving on?
If you've addressed the same objection 2-3 times using different angles and they're still not budging, it's likely not a real objection—it's a polite way of saying no. Know when to pivot or disqualify the prospect to focus on better opportunities.
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