If It Doesn’t Stick, It Doesn’t Pay: The Real Game of Insurance Sales

Let’s get real for a second. In insurance sales—especially final expense—it’s not about what you sell. It’s about what stays.

Too many agents focus on closing the deal, stacking sales, and patting themselves on the back. But when you wake up 60 days later to a wave of chargebacks and lapsed policies, reality hits hard. That income you thought you made? Yeah, that wasn’t income. It was a loan. And now it’s payback time.

If you’re advanced on commission—like most of us are—you’re being paid in advance on the assumption that the policy will stick around for at least 9 to 12 months. When it doesn’t? The carrier wants their money back. Fast.

Here’s the truth: The real income in this business comes from the quality of your business—not the quantity.

Why Chargebacks Crush Agents (And What to Do About It)

Chargebacks are one of the silent killers of insurance careers. If you’re selling aggressively but losing policies after a month or two, your income is going to swing like a yo-yo—and not in your favor.

Let’s say you write 10 deals and get advanced on 9 months of commission. Feels good, right? But if 4 of those policies lapse or never get paid? You owe. And those chargebacks stack up quickly.

That’s why every smart, sustainable agent focuses not just on writing business—but on writing business that sticks.

This article breaks down proven, actionable strategies to keep your policies in force, reduce lapses, and stop hemorrhaging commission. If you’re selling final expense, this is your playbook.

Collect That First Premium Upfront—No Excuses

The #1 thing you can do today to improve your persistency?

Collect the first premium on the spot.

This idea was popularized by Peter Roberts, and it’s a complete mindset shift for final expense agents. The traditional model was always “buy now, pay later.” Get the app in, get the approval, and draft the first premium a week or two out.

But that delay kills deals.

Here’s why: When you don’t collect the first premium immediately, the sale is just a promise. It’s not real. People say “yes” in the moment and ghost later. The app gets approved, but the payment never hits. That’s a not-taken. Zero commission. Wasted time.

Instead, start saying this during your presentation:

“So are we getting you covered today? What bank account are we using for your draft today?”

Assume the sale includes immediate payment. If there’s pushback, ask why. Remind them that immediate coverage is the safest play, especially if they qualify right now.

And if they insist on delaying? Sure, you can push the draft out. But remember: every day you delay that draft lowers the odds they’ll stick.

If you’re in-person, grab a voided check or set up autodraft on the spot. If you’re remote, collect the banking info right away and get that draft lined up immediately.

Bottom line: Business that pays is business that stays.

Match the Draft Date to When the Money Hits

Here’s another persistency killer: drafting the premium on the wrong day.

Especially in final expense, this is crucial. Most of your clients are on fixed income—social security, SSI, pension. They get their check on the same day every month, sometimes even the same time. If you try to draft a few days before that? Decline. Insufficient funds. Lapse. Headache.

What’s the fix?

Social Security Deposit Billing.

If you’re selling final expense, this is non-negotiable. It simply means that the policy premium is drafted on the exact day their check hits.

The carriers that support this feature let you say, “Let’s draft the premium on your deposit date,” rather than locking it into the 3rd or 15th or 28th like a robot. That way, you beat them to the bank before they hit the ATM or start spending.

Some of the best carriers for this:

• American Amicable

• SECUA

• Trinity Family Benefits

They all support flexible deposit-date billing. If your current carrier doesn’t? You’re probably eating lapses you don’t have to.

Even if you’re not in final expense—same principle applies. Align premium drafts with paydays. Don’t assume they’re managing their budget like a spreadsheet. People live paycheck to paycheck. Make it easy for them to stay on track.

Sell Premium, Not Just Face Amount: Get Them What They Can Afford

This is another mindset shift. Most agents go in selling face amount:

“Do you want a $15,000, $20,000, or $25,000 plan?”

That sounds smart—but here’s the problem: it doesn’t account for their budget. And if someone can’t afford the $20k plan they said “yes” to? That policy is gonna bounce in 30 days.

Instead, do what smart salespeople have always done—whether it’s in life insurance or car sales:

Start with the monthly budget. Sell based on premium.

Ask questions like:

“What do you feel comfortable spending monthly to protect your family?”
“Most people we help choose something between $60 to $90/month. Where do you feel good landing?”

When you sell based on what they can afford, you drastically reduce the chances they’ll cancel. And you still offer tiered options:

• $80/month = $15k coverage

• $60/month = $12k

• $40/month = $8k

Start high, and walk it down with empathy. That shows them you’re working with them, not just for a sale.

This isn’t about closing the biggest deal—it’s about closing the right deal.

Make It Easy to Say “Yes”—Then Make It Easy to Stay

Let’s recap the simple checklist for better policy retention:

✅ Collect premium on the first call.
✅ Time the draft with their deposit or payday.
✅ Sell premium, not face amount—start with their budget.
✅ Pick the right carrier with flexible billing and competitive underwriting.
✅ Avoid lazy guarantees. Don’t sell a GI (Guaranteed Issue) plan if they qualify for Level.

That last one is critical.

If your client qualifies for level coverage—meaning they get full benefits from day one—but you stick them with a guaranteed issue product just to get the sale done fast… guess what? Another agent will come along and replace that policy. And you’ll be stuck with a chargeback.

Sell smart. Be a broker. Match the best product to the client’s actual health and financial situation.

Bad Business Is a Time Thief—And a Paycheck Killer

Here’s the part nobody tells you when you start selling insurance:

Low persistency will wreck your business.

Not just financially—but emotionally.

• You’ll spend more time doing service calls than closing new business.

• You’ll chase down clients who missed a payment instead of filling your pipeline.

• You’ll start dreading those commission statements—because they’re filled with red.

• And worst of all? You’ll lose trust. In the process, in the client, in yourself.

Great agents protect their time and energy. That starts with writing clean, sticky, high-quality business that doesn’t fall apart the second you hang up.

This is the long game. And if your upline or agency doesn’t emphasize quality business? Run. There are agencies that just push you to blast out apps with zero care for underwriting or payment planning—and you’ll be left holding the bag when the chargebacks come.

Bonus Tip: Sell What’s Best for the Client, Not What’s Easiest for You

Let’s close with one final principle:

Do right by the client. Always.

If you write a guaranteed issue plan because it’s easy—even though your client could qualify for a full immediate benefit plan—you’re setting both of you up for failure. Another agent will come in, ask a few simple health questions, and replace your policy. And they should.

You weren’t offering the best fit—you were offering the easiest close.

When you become a true professional in this business, your focus shifts from making a sale to making sure the sale lasts.

That’s where the wealth is. That’s where the peace of mind is. That’s where your reputation grows.

Final Thoughts: Build the Business That Pays You Back

Losing policies hurts. But it doesn’t have to be your norm.

If you implement what we just covered—collect the premium early, draft on deposit day, sell based on budget, and choose the right carrier—you’ll see a dramatic improvement in your retention.

More importantly, you’ll stop chasing your tail. You’ll build a real business with real income—and real impact.

Now go out there and sell something that sticks.

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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.