Life Insurance & Final Expense

How to Overcome the 5 Most Common Life Insurance Objections

Published On: 09/03/2025

Selling life insurance isn’t always easy. Even clients who need coverage can come up with a dozen reasons not to buy.

If you’re hearing “I’m not interested” or “I can’t afford it” on repeat; don’t take it personally. These objections are normal. What matters is how you respond.

In this post, you’ll learn how to handle the 5 most common life insurance objections using language that builds trust, positions you as a problem-solver, and keeps the conversation moving forward.

Bonus: Download our Objection-Handling Cheat Sheet with 10 client-tested responses at the end of this post.

Why Clients Push Back on Life Insurance

Here’s the truth: objections aren’t rejections. They’re usually signs of confusion, fear, or lack of urgency.

Your job isn’t to “convince” someone; it’s to guide them past uncertainty so they can protect their future. That means staying calm, curious, and consultative.

Let’s break down the five most common objections and what to say in each case.

Objection #1: “It’s too expensive.”

What they really mean:
They haven’t seen the value yet; or they’re assuming it costs much more than it does.

What to say:
“I understand. Most people think life insurance is more expensive than it actually is. Can I show you a few options that fit within your monthly budget?”

Or…

“Think of life insurance like a financial safety net. If something happened tomorrow, how would your family cover the mortgage, groceries, or child care?”

Pro Tip: Always ask for a number range. Clients are often more open than they realize when you show them real quotes.

Objection #2: “I need to think about it.”

What they really mean:
They’re afraid of making a bad decision or don’t feel ready to commit.

What to say:
“That makes sense; life insurance is a big decision. What specifically would you like more time to think about? Is it the plan itself, the cost, or something else?”

Then follow with:
“If we find something that feels right, there’s no pressure to move forward today. But the sooner we get your application in, the sooner you’re protected.”

Pro Tip: Avoid saying, “No problem, take your time.” It kills urgency. Instead, stay engaged and helpful.

Objection #3: “I already have life insurance.”

What they really mean:
They think they’re covered; but coverage might be outdated, too small, or tied to a job.

What to say:
“That’s great. When’s the last time you reviewed your policy? Would you be open to a quick comparison to make sure it still meets your needs?”

Then ask:
“Is it a group policy through work, or a private plan you control?”

Pro Tip: Highlight that workplace coverage often ends with the job; and that inflation or family changes may mean their policy is no longer enough.

Objection #4: “I’m healthy; I don’t need it yet.”

What they really mean:
They’re confusing health with invincibility.

What to say:
“That’s exactly why this is the perfect time. When you’re young and healthy, rates are at their lowest; and you can lock them in for the long term.”

Then follow with:
“Waiting until something happens can make it more expensive; or even disqualify you from getting coverage at all.”

Pro Tip: Use an example:

“One of my clients got a $250K term policy for just $20/month at 29. The same policy would cost double if they waited until 40.”

Objection #5: “I don’t want to talk about death.”

What they really mean:
They’re uncomfortable, anxious, or emotionally overwhelmed.

What to say:
“Totally understandable; this isn’t easy to think about. I look at life insurance as a gift of peace of mind. It’s not about dying; it’s about protecting the people you love.”

Then offer reassurance:
“My job is to make this simple, affordable, and tailored to your goals. We’ll move at your pace.”

Pro Tip: Shift the conversation toward living benefits, like critical illness riders or using life insurance for retirement planning.

Bonus Tips: How to Stay Confident When Clients Push Back

Reframe objections as buying signals. It means they’re thinking about it seriously.
Stay calm and empathetic. Never rush or pressure; curiosity converts better than control.
Practice your phrasing. Use a mirror, roleplay with peers, or attend IAD training to sharpen your responses.
Keep asking soft questions. (“What’s holding you back?” or “How can I make this easier for you?”)

Download the Life Insurance Objection-Handling Cheat Guide

We’ve compiled 10 ready-to-use scripts for the most common objections; perfect to keep on your desk or screen during appointments.

Download the Cheat Guide Now!

Don’t let objections end the conversation. The best agents know how to turn “no” into “not yet”, and then into a yes.

Need help refining your pitch or closing more life insurance sales? Contact IAD to access our full Life Insurance Awareness Month campaign tools, coaching, and support.