The playbook
Study between reps. Every move here maps to something the coach grades, so what you read is what you get scored on.
Objection moves
The six families of pushback, and the move for each.
Stalls
Agree instantly, then trade. The right info depends on two quick answers, so convert the stall into 60 seconds of discovery or a booked time with a specific slot. Never just accept the stall, and never refuse it either.
“Happy to. So I send the right thing and not a phone book, are you looking at protection for yourself or for the both of you?”
Money
Never argue the budget. Shrink the number to per-day terms and reframe the stakes: the plan exists precisely so the family never faces the big bill at the worst possible week. Then right-size the coverage instead of defending the price.
“That is exactly why folks look at this. If the monthly number fit inside what you spend on coffee, would the protection itself make sense for you?”
Spouse and authority
Praise it, then isolate it. If the spouse is on board, is there anything else in the way? Offer to get exact numbers first so they bring facts to that conversation, or book a three-way call at a specific time.
“Smart. Couples should decide together. Let me get your exact rate first so you two are looking at real numbers, not a guess. If she likes it, is there anything else that would hold you back?”
Already covered
Compliment the planning, never trash the existing coverage. Then audit it with questions: how much is it, when was it last reviewed, does it follow you if you leave the job? Group coverage usually dies with the job, and 1990s burial policies cover half of today's funeral.
“That is a great start, most people have nothing. Quick question though: if you changed jobs next year, what happens to that policy?”
Trust
Answer straight, immediately, with zero dodge. Name the card they mailed or the form they filled. Then lower the stakes: nothing gets bought today, no bank details are needed today. Honesty in this moment decides the entire call.
“Fair question. You mailed back a card about three weeks ago asking about state-regulated final expense programs, and that is the only reason I am calling.”
Health worries
Normalize it and treat health as a routine underwriting question, never a verdict. Mention that simplified issue and guaranteed issue products exist for people with real health history. Ask matter-of-fact questions without flinching.
“You would be surprised what carriers take today. The stent does not scare me. Can I ask you the same five questions I ask everybody, and we will know in two minutes?”
Product primers
Know the product cold and the objection loses half its power.
Term Life
Pure protection for a set period, usually 10 to 30 years. The biggest coverage per dollar.
Fits
Young families, mortgages, income replacement during working years.
You will hear
“I have coverage through work.”
Whole Life
Permanent coverage with level premiums and cash value that grows on a guaranteed schedule.
Fits
People who want certainty that never expires, estate and final costs.
You will hear
“It's too expensive compared to term.”
Indexed Universal Life
Permanent coverage where cash value growth is linked to a market index, with caps and floors.
Fits
Higher earners who maxed other tax-advantaged room and want flexibility.
You will hear
“I've read these are a ripoff.”
Final Expense
Small whole life policies, typically 5 to 40 thousand, built to cover funeral and end-of-life costs.
Fits
Seniors on fixed incomes protecting their kids from a surprise bill.
You will hear
“My kids will handle it.”
Frameworks
The four beats (ACRC)
Acknowledge the objection without arguing. Clarify what is really behind it with one question. Respond to their specific situation, not a script. Confirm it landed before moving on. Skipping the confirm is the most common miss on graded calls.
Isolate before you answer
Before handling the stated objection, ask: if we solved that, is there anything else holding you back? You either surface the real concern now or confirm you are one answer away from a yes.
The pause
After you ask a closing question, stop talking. Silence feels ten times longer to you than to the prospect. The first person to speak after a closing question usually concedes the frame.
Sell the consequence, honestly
Never overpromise: no guaranteed approvals, no inflated VA benefits, no invented returns. The honest version is stronger anyway: a specific story about a family facing a nine thousand dollar bill in one week beats any exaggeration.