Why Most Agents Fail at the Close — and How You Can Flip the Script

Let’s get real. You can deliver the perfect pitch, build rapport, uncover needs, and still walk away without a sale. Why? Because closing isn’t just the last step—it’s the most emotional, most delicate, and most critical moment in the entire sales process.

And most agents botch it.

They get timid, start hedging, and subconsciously give their prospects permission to hesitate. But if you’re selling final expense—especially over the phone—your close has to hit like a hammer. Not with pressure, but with confidence, leadership, and precision.

Here are five tactical closing tips that you can start using today to convert more deals, earn more commission, and actually help more families. Each one is field-tested, real-world proven, and brutally effective.

1. Your Energy Sells the Policy, Not Just Your Words

Let’s start with the foundation: your energy.

When you get to the close, you cannot sound uncertain or overly polite. If you treat the close like you’re waiting for permission to ask for the sale, your tone will shrink—and the client will pick up on it. You may think you’re just being respectful, but what they hear is that you’re not even convinced this is the right move.

That’s a problem.

When you close, crank up the enthusiasm. Be energetic, confident, and fully engaged. Show them you believe in this solution. Why? Because belief transfers. When you’re sold on the value of the product and the urgency of protecting their family, your energy becomes contagious.

This doesn’t mean you have to sound like a cheerleader. But your voice, your tone, your pace—all of it should communicate certainty.

Remember: if you’re not excited about your solution, why should they be?

2. Objections Are Inevitable—So Start Expecting Them Like a Pro

Most agents treat objections like an ambush.

“Oh no! They said they need to think about it! What do I do?”

That mindset is weak. And it kills your momentum.

Objections aren’t roadblocks—they’re part of the road. If you’re surprised when someone says, “I need to talk to my daughter,” then you’re not prepared to close. Great closers expect objections. They plan for them. They rehearse them.

So let’s be clear: your prospects will throw up resistance. They’re not evil or indecisive—they’re human. People fear making a mistake. And when it comes to money, especially something as emotional as final expense, that fear gets louder.

Your job is to welcome objections, not run from them.

Prepare your responses in advance:

• “I totally get that, but let me ask you something—why not at least get this started today so your family has protection while you think it over?”

• “If you wait, what’s actually going to change? Isn’t your need for coverage still the same tomorrow?”

Handling objections isn’t about debating. It’s about leadership. And great leaders expect resistance.

3. Don’t Take Their First Answer at Face Value—Dig Deeper

When someone says, “I just don’t know if I can afford it,” most agents try to lower the price or offer a different plan.

But what if that’s not the real issue?

Here’s the truth: most objections are smokescreens. People often say things they don’t mean—not because they’re lying, but because they’re protecting themselves.

So what do you do?

You dig.

Say something like: “Totally understand, and I appreciate you sharing that. When you say you’re unsure about the price, do you mean it’s more than you expected, or is it more about your monthly budget?”

Boom. You’ve just cracked the surface. Now you can isolate the real objection.

You might find out it’s not price at all. It’s that they don’t understand how the coverage works. Or they’re afraid of being scammed. Or they don’t trust their decision-making skills.

Whatever it is—your job is to go one layer deeper. Don’t fight the objection. Understand it. Then close from there.

4. As Long As They’re Still Talking, the Deal’s Still Alive

This one’s huge—especially for telesales agents.

Never, and I mean never, hang up the phone just because the conversation gets hard. If the prospect hasn’t hung up on you, you still have a shot.

Take it from Melissa, one of our agents in Tennessee. She rebutted a lead over 50 times in one call. The woman gave her every excuse in the book: not today, need to talk to someone, don’t have time, maybe next week. But Melissa stayed calm, kept circling back, and kept asking for the sale.

Guess what? She closed it.

Not because she was pushy—but because she was present. She didn’t let the excuses throw her off. She kept redirecting the conversation toward the outcome that truly mattered: making sure that family had coverage.

If they’re still on the phone, they’re still interested. Maybe it’s only 10%. Maybe 2%. But as long as that door’s open, your job is to walk through it.

Hang up when they hang up—not before.

5. Always End with a Closing Question—Always

This one’s the moneymaker. It’s what separates amateurs from closers.

You must finish every objection with a closing question. Otherwise, you’re not leading—you’re just lecturing.

Here’s what most agents do wrong: they respond to an objection like a champ… and then stop talking.

Client: “I need to think about it.”
Agent: “Totally understand. But you said yourself this is important and the rate’s never going to be better than today.”
(Then silence.)

That’s not closing. That’s just explaining. And explanation doesn’t equal action.

What’s missing?

The closing question.

So instead, say:

• “Totally understand. So let’s go ahead and get this started—what’s your beneficiary’s full name?”

• “Which of these two plans feels more comfortable for you: the $10,000 or the $15,000?”

You’re not asking if they want to buy. You’re assuming they do—and giving them an easy next step.

Closing questions show leadership. They break the tension. They turn theory into action.

Miss the closing question, and you’ll be stuck in limbo forever. Nail it, and you’ll move people across the finish line.

Final Word: The Close Is Where It All Counts

You can be the best presenter in the world. You can make them laugh, cry, and see the value clear as day. But if you freeze at the close—or get soft—your sale dies right there.

Let’s recap the five moves you need to master:

1. Bring the heat—enthusiasm transfers belief.

2. Expect objections—they’re not surprises; they’re signals.

3. Dig deeper—the first objection isn’t the real one.

4. Stay in the fight—don’t hang up until they do.

5. Close with a question—every single time.

These aren’t just tips—they’re the difference between average and unstoppable.

If you’re looking for more hands-on training, real-world coaching, and a team that actually teaches this stuff instead of just preaching it, check out the Ford Insurance Group. Visit davidduford.com/ to read case studies, see results, and decide if this agency is right for you.

You’re one great close away from changing your business—and your life. Let’s go get it.

Let me know if you’d like a shorter version of this for Instagram captions or carousel posts.

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.