How Most Agents Blow the Sale Before They Even Start Talking

There’s a battle going on in every living room, every Zoom call, and every kitchen table when it comes to selling insurance. It’s the battle of relevance. And if you walk into that battle blind—without knowing what your client already has—you’re swinging in the dark.

Imagine this. You’re fired up. You’ve got your pitch polished. You’re passionate about final expense coverage. You start talking about the peace of mind, the affordable premiums, the simplicity of it all. You’re in the zone.

But here’s the problem: your prospect already has coverage.

And you didn’t ask.

You just assumed.

Now, your pitch isn’t landing. You’re losing them. Why? Because you’re selling them something they believe they already own.

Or worse, they think they have what you’re selling—but in reality, their policy is inferior, riddled with holes, or flat-out doesn’t do what they believe it does.

This is where the real pros separate themselves from the average agents. They don’t just pitch—they investigate. They fact-find. They get the real story on what that client already has. And that one extra step? It opens the door to more sales, more trust, and more impact than you can imagine.

They Think They’re Covered—Until You Show Them They’re Not

Perception is reality in sales. Especially in insurance.

If a prospect believes they have solid coverage, they won’t even listen to what you’re offering. Why would they? You’re not solving a problem—they don’t think they have one.

But that belief is often based on false assumptions or misleading information. They bought a policy over the phone. They saw a TV ad. They got something in the mail. And they think it’s good enough.

Here’s the kicker: it’s usually not.

In final expense, I see this all the time. A client tells me, “I’m good. I’ve already got coverage.” And in their mind, the conversation should be over.

But that’s when the real work begins.

I ask questions. I dig in. I politely challenge their assumptions. I ask them to pull out their policy. And then I show them—in black and white—what it really says.

Two-year waiting period? Term that cancels at age 80? No cash value?

Suddenly, they’re not so confident. Suddenly, they’re asking me questions. That shift—from resistance to curiosity—only happens because I took the time to fact-find.

And when you create that kind of clarity for a client, you’re not “selling” anymore. You’re guiding. You’re helping. You’re rescuing them from a false sense of security and offering real protection.

Show, Don’t Just Tell—Why Proof Beats Pitch Every Time

Let’s say your prospect has a policy they got off the TV. Maybe it was a term policy they bought from a call center. Maybe it was a plan with a two-year waiting period from a big-name company.

They think they’re set. They’re not.

And if you just tell them that? They might not believe you. You’re just another agent trying to make a sale.

But if you show them?

That’s a different story.

Hand them their policy and walk them through it. Highlight the cancellation clause. Point to the fine print. Show them exactly how it works—and when it won’t.

This is the moment of truth. And it’s powerful.

Because now you’re not the enemy. You’re the expert. You’re not pushing a product—you’re pulling back the curtain.

They’ll feel deceived—by the last agent, by the company, maybe even by themselves. But they won’t feel that way about you. They’ll respect you. They’ll trust you. And they’ll want to buy from you because you were willing to go the extra mile when others didn’t.

Inferior Policies Are Everywhere—If You Look for Them

Let’s get real: the insurance industry is full of bad policies. I’m not talking about fraud—I’m talking about low-quality coverage sold by people who either didn’t know better or didn’t care.

Call centers, TV ads, junk mail, high-pressure telesales—these channels churn out policies that look good but often fail when it matters most.

As an agent, this is where you find gold.

But only if you look for it.

If you don’t take the time to fact-find, you’ll miss these opportunities. You’ll walk right past clients who desperately need better coverage because you didn’t bother to ask what they already had.

You’ll wonder why your close rate is low. You’ll think the market is dry. You’ll blame the leads.

But the truth is: it’s not the market. It’s not the leads. It’s the lack of discovery.

Start reviewing policies. Start asking better questions. Start training yourself to see what’s not being said. And watch your sales change almost overnight.

Turn Every Appointment Into a Discovery Mission

Here’s what elite agents do differently: every appointment is a discovery mission first, and a sales pitch second.

You’re not there to sell. You’re there to uncover the truth.

That mindset shift changes everything. You ask more questions. You slow down. You listen closely. You stay curious.

And once you understand the real situation—what they have, what they think they have, and what they actually need—you’re in the perfect position to recommend the right solution.

This approach builds trust faster than any script or one-liner ever could.

It also protects your time. Because when you understand their existing policy, you can make a smart call: are they already in a great position, or is there a genuine gap you can fill?

If there is, now you can confidently and ethically make your offer—and know it’s exactly what they need.

The Fastest Way to Build Trust Is to Tell the Truth Others Avoid

Let me be clear: most people selling insurance don’t do this. They don’t take the time to fact-find. They don’t challenge assumptions. They don’t read policies.

And that’s exactly why you should.

Because when you do, you stand out instantly. You show up differently. You act like a professional instead of a pitch person.

Telling someone, “Hey, your plan actually cancels when you turn 80,” is not always comfortable. But it’s honest. It’s brave. And it earns respect.

Some clients will be shocked. Some will be angry. Some will feel betrayed.

But almost all of them will thank you for showing them the truth.

That kind of trust is hard to buy—but it’s easy to earn when you care enough to look.

Want to Learn the Real Skills That Close Sales? We Can Help

If you’re an agent—or thinking about becoming one—this skill is non-negotiable.

Fact-finding isn’t just a nice idea. It’s the foundation of ethical, effective sales.

At Duford Insurance Group, we don’t just teach you how to sell—we teach you how to serve. We equip our agents with real training, real mentorship, and real support so you can master these skills and actually succeed.

Whether you want free leads, prefer to buy your own, or need help navigating final expense face-to-face or via telesales, we’ve got you covered.

Most importantly, you’ll get one-on-one mentorship from agents who’ve already walked the path and can guide you every step of the way.

Want to join a team that takes training seriously and puts clients first?

👉 Visit davidduford.com to learn more.

Closing Thought:
The agents who win are the ones who know what their clients already have—and are brave enough to show them what’s really going on.

Don’t guess. Don’t assume. Don’t skip steps.

Fact-find like your sale depends on it—because it does.

Thank You For Reading

Thank you for reading. In addition to growing our team, my company also offers products and services to help independent insurance agents increase their production and profitability.

If You’re Looking to Join an Agency

The DIG Agency specializes in helping agents become top producers selling final expense life insurance 100% from home using our free lead system. We provide high-quality training, expert coaching, and the technology tools you need to succeed — whether you want to work part-time or build a full-time career.

As your skills grow, you’ll have the option to transition into a broker role, where you can buy your own leads, earn higher commissions, and even build your own team — all without any forced recruiting or MLM gimmicks.

If you’re serious about building a real career in final expense sales, visit https://www.davidduford.com to learn more. Watch the Overview Video on the homepage to see exactly how our system works.

If You’re Already an Agent and Want Better Leads and Tools

Whether you’re independent or already working with another agency, we can help you get more high-quality leads and streamline your sales process. Here’s what we offer:

• FE Leads Direct
  Order exclusive final expense leads at wholesale pricing through our done-for-you lead management system. These are the same leads our top producers work every day. Learn more at https://www.GetFELeads.com.

• DIG Dialer
  Designed for insurance agents selling any product, the DIG Dialer helps maximize your calling efforts. It’s the same dialer we use at The DIG Agency and has boosted our presentation rate by up to 300% compared to other dialers. If you want more presentations and more sales, visit https://www.digdialer.com for details.

• Final Expense CRM
  If you’re a final expense agent looking for a field-tested CRM to manage your leads and clients, check out Final Expense CRM. Designed specifically for remote sales, it features Grace AI to help pre-set appointments and automate follow-ups to increase your sales opportunities. Try it for free for 14 days at https://www.finalexpensecrm.com.

Wherever you are in your career — new agent, experienced producer, or independent broker — we’ve got the tools, training, and resources to help you sell more, earn more, and build the business you want.