In sales, it’s easy to feel like you’re always reacting. Answering questions, explaining coverages, defending prices. But what if you could flip that dynamic and lead the conversation instead of chasing it?
That’s where controlling the conversation becomes a game-changer.
Why Control Matters
When a prospect says, “Email me the quote,” or “Let me talk to my spouse,” it’s not always about hesitation, it’s often about control. They’ve taken the reins, and now you’re just along for the ride.
But controlling the conversation doesn’t mean being pushy. It means being prepared, confident, and intentional. It’s about guiding the client through a process where you are the trusted expert.
How to Take Back Control
Here are a few ways you and your team can shift from reactive to proactive in conversations:
Ask great questions early. This gives you the roadmap for handling objections later.
Frame the value. Break down pricing into a daily amount, or compare the cost to what it protects. Help them see what they’re really paying for.
Handle objections with structure. Acknowledge. Reframe. Confirm agreement. Close with confidence.
Lead with Liability. Don’t just talk about policies, talk about peace of mind, protection, and flexibility.
Practice Makes Powerful
Controlling the conversation is a skill, and like any skill, it takes practice. That’s why roleplay is at the heart of what we do in our trainings. It gives team members the confidence to stay in control, even when conversations take a turn.
How Does This Look?
Controlling the conversation doesn’t mean dominating it, it means directing it with purpose. For example, when a customer says, “I just want the minimum coverage,” instead of jumping straight to a quote, a skilled team member might respond, “I understand. Can I ask what’s most important to you about your insurance right now? Cost, coverage, or peace of mind?”
That one question shifts the tone from transactional to consultative. Or take the classic price objection: instead of defending your price, you could say, “Totally fair. I’d feel the same way if I were just looking at a number. But let me show you how this breaks down and what it actually protects.” Now you’re not stuck justifying a quote, you’re leading with value.
Even simple shifts like asking, “What’s the biggest thing you’d like to improve from your current policy?” instead of, “What do you want a quote on?” can completely change the direction of a call.
These small moments add up. They create trust, open the door for meaningful conversations, and ultimately lead to more confident closes.
When you’re in control, customers don’t feel like they’re being sold, they feel like they’re being helped by someone who truly understands their needs.
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The opportunities are there. The business is waiting. The question is, are you taking action?
The agents who commit to high activity, strong conversations, and strategic adjustments will come out of spring with momentum that carries them through summer and beyond.
At CWC, we help insurance professionals master the skills, strategies, and mindset to dominate in sales. If you’re ready to take your production to the next level, we’ve got the training, tools, and support to make it happen. Let’s build something great together.
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Let’s make 2025 a great year!