In this video, we provide a cold call script for business insurance. We created this cold call script for a longer video we produced, in which we analyzed a cold call from a salesperson trying to set an appointment to discuss insurance. Here is a link to the full video this clip is taken from, which also includes the cold call recording as well as our full analysis – selling business insurance.

 

Step 1 – Opening the Cold Call Script

Here is the introduction and opening for this sales script:

Hi Tom, this is Michael Halper calling from Insure Pros.
Did I catch you in the middle of anything?

 

Step 2 – Share Your Value Proposition

After we open the cold call, I like to share a value proposition. Here is the value prop I created for this salesperson and for a cold call script for business insurance:

The reason for the call is that we help businesses to reduce risks for IT-related events, like cyberattacks, ransomware, data breaches, AI, software or service failures, etc.

 

Step 3 – Ask Current State Questions

After your value prop, I recommend asking a few questions. And when you sell a somewhat commoditized product, like insurance, I recommend starting out by asking current state questions to learn what the prospect is doing. For this cold call script, we start out with questions like this:

Do you have coverage for IT risks?
For areas like cyberattacks? Data breaches? AI-related issues? Software or service failures?

If the prospect responds that they do in fact have coverage, you can ask:

Who are you currently with?
How much are you currently paying?
What does your coverage look like?

If the prospect does not have any coverage, you can ask these current state questions:

Does your business process credit cards?
Do you store and retain customer or employee data?
Have you ever had a cyberattack?
Have you ever had a data breach?

 

Step 4 – Ask Pain Questions

If you ask your current state questions and the prospect seems to be doing fine, and you do not uncover any needs or areas where there is room for improvement, you can transition to or mix in pain questions.

How do you feel about the coverage you have for IT risks?
How concerned are you about cyberattacks?
How much would a cyberattack impact your business?
Are you aware of some of the risks that come with AI?
How concerned are you about legal exposure from software or service failures?

 

Step 5 – Share Pain Points to Keep in Mind

The goal with our questions is to find an area where there is room for improvement, but if we are not successful with that, you can try sharing the areas the prospect should be concerned about by talking about the pain points you help with, by saying something like:

You might want to keep in mind that there is an increasing possibility of a cyberattack, and cyberattacks and data breaches can be extremely costly. Are you concerned about that at all?

 

Step 6 – Product and Company Introduction

After you talk about the prospect and, hopefully, identify areas of need or concern, you can introduce what you sell as a solution to their needs.

It might make sense to talk more because we provide business insurance and have coverage for cyber, errors & omissions, AI, data breaches, business interruption, and more.

 

Step 7 – Share a Customer Example

A really nice touch at the end of your cold call script is to share an example of a customer you have helped. When selling business insurance, this might be a customer you helped with coverage, or a customer you helped reduce their costs. Here is an example for this cold call script:

We worked with Bean Shippers, and they were concerned about risks from cyber attacks.
We help solve that by providing coverage for cyber attacks and data breaches.
This not only helped to decrease their risk and exposure, but it also helped decrease stress and worries about what could happen.

 

Step 8 – Cold Call Close

After all of that, we want to go for the close. And we are not closing the prospect on purchase. More so, we are closing the prospect on talking and scheduling a call, appointment, or meeting. Here is one way to do that:

But I have called you out of the blue, and I don’t know if this is the best time to discuss this. Are you available for a brief call so that we can learn more about your current coverage? We can then either explore if we can improve your protection or if we can reduce your insurance spend.

We hope this cold call script provides some new ideas for your sales and cold calling efforts!