The Life Insurance Training Show

Hosted by Colter Johnson

Business Careers

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Episodes

151

Latest episode

Oct 2026

Language

EN-US

About the show

Where we talk about how to upgrade your thinking- so you can write more policies and make those policies worth more- all while having a bigger impact on those around you. Learn more at https://insurancesalespro.org/teamledlifesales

Listen to episodes

60 recent

October 5, 202611 min

Why You Keep Getting Shut Down on Life Insurance (And How to Fix It)

Getting shut down when you bring up life insurance? Here's why. Most P&C agents are doing what I call the "shotgun approach"... bringing up life insurance the same way to every customer, hoping something sticks. And it doesn't work. The customer shuts you down because they didn't call you to talk about life insurance. They called about their auto. Their home. Maybe they're renewing or adding a car. So when you lead with "life insurance," it feels like you're pushing a product they didn't ask for. Here's the fix: Stop leading with the product. Start leading with the exposure. Tailor your pitch to the specific customer you're talking to. Pick ONE thing they actually care about… their car loan, their mortgage, their immediate expenses… and get them to say yes to covering that. Then expand later. It's the sniper approach, not the shotgun approach. This is how I closed 840 life insurance policies in 6 years as a P&C producer. This is how I've helped agencies go from 3 life policies in a month to 66 the next month. This is how brand new team members with zero sales experience closed 2 policies on their first day. And this is how a CSR went from 2 life policies to 105 in a year. If you want to learn how to do this in your agency… how to train your team to stop getting shut down and start closing life policies inside the conversations you're already having… click the link below to book a call and train with me. 👉 Grab a spot I'll walk you through the exact scripts, the exact process, and how to make this stick with your team. Click the link. I'll see you there.

October 1, 202622 min

If you want your P&C team writing life insurance in 2026, watch this

can book time with me here .

August 19, 20269 min

Your team will never write life insurance if you keep doing this

Your team is writing all the auto and home. But they're still not writing the life insurance, are they? Here's why. It's not because they don't care. It's not because they don't know life insurance matters. And it's definitely not because they haven't been trained. It's because they're asking questions instead of making recommendations. Most agencies teach their teams to "ask about life insurance." So the team member finishes quoting the auto policy, and then they say something like: "Do you have life insurance?" Or "Have you thought about life insurance?" Or "Would you be interested in life insurance?" And the customer says no. Not because they don't need it. But because you just made them think. And when people have to think, they default to no. In this video, I'm going to show you: → Why asking kills life insurance sales → What to say instead of asking questions → How to make contextual recommendations that actually close → The exact system I used to write 230+ life policies a year as a P&C producer → How the P&C Life Sales System helps agencies hit $100K in annual life premium without buying leads or hiring specialists If you've been wanting to build consistent life insurance revenue in your P&C agency without adding more time, more people, or more leads — this is for you. Ready to install the P&C Life Sales System in your agency? Book a call here: https://api.leadconnectorhq.com/widget/booking/RMHhllV7tKQVbfJTm2OV We'll walk through your agency, your book, and your team — and I'll show you exactly how this works for you. No pitch. No pressure. Just a real conversation about whether this fits.

August 12, 20269 min

This is why your life production is inconsistent (and how to fix it)

For three years, I wrote 0-1 life policies per month as a P&C producer. I was bringing it up on every call. But I was still getting shut down. Then I changed one thing. I stopped asking if customers wanted life insurance. And I started recommending it based on what was already in front of me. The car loan. The mortgage. The added driver. Within 30 days, I went from 0-1 policies per month to 4-5. And then eventually scaling to 20+/month consistently. As a P&C producer/service person. Same customers. Same calls. Different approach. In this video, I'm breaking down exactly what I did and how you can roll it out to your team. What you'll learn: → Why your team's life production is inconsistent (it's not what you think) → The exact recommendation framework I used to go from 0-1 to 4-5 policies per month → How to tie life insurance to the transaction so it doesn't feel like a pitch → What to say when customers have a car loan, mortgage, or added driver → How long it takes to see results with your team If you're a P&C agency owner who wants your team writing life insurance consistently, this is for you. Ready to build this system in your agency? Book a 30-minute call with me: Here We'll look at your agency, your book, and your current life production. And I'll show you exactly how to get your team making recommendations that customers actually say yes to. No pitch. No pressure. Just a real conversation about what's possible with your team.

August 10, 202610 min

Why Every $3million P&C Agency Should Be Writing 8+ Life Policies Every Month

Most P&C agency owners don't have a life insurance lead problem. They have a conversation problem. In this video, I break down the math behind a typical $3 million P&C book of business and show why your agency is probably already sitting on enough opportunities to consistently write 8+ life insurance policies every month —without buying another lead. We'll cover: How many life insurance opportunities already exist in a typical agency Why new business, service calls, and renewals are your biggest source of life sales The simple math behind consistent life production Why most agencies miss these opportunities How to build life insurance into the conversations your team is already having The goal isn't to make your team "try harder." The goal is to build a system where life insurance becomes a natural part of the transactions already happening every day. If you're a P&C agency owner looking to grow life insurance production, increase profitability, and help your team sell consistently, this video is for you. Learn the system to writing 8 life policies/month consistently: Click Here

August 7, 20269 min

The Real Reason your Team Avoids bringing up Life Insurance

If your P&C team won't bring up life insurance, it's not because they don't care. It's because they've been taught to lead with the full life needs analysis… and that approach feels salesy to them and overwhelming to the customer. In this training, I'm going to show you why that happens and how to fix it. You'll discover: • Why the full needs analysis kills life sales (and makes your team avoid bringing it up) • The "one policy first" approach that P&C teams are using to write 4-5+ life policies per producer every month • Real results from agencies just like yours (including one that went from 3 policies/month to 66 in just 2 months with 3 producers) • How to make life insurance feel natural in your P&C conversations — without your team feeling pushy This isn't theory. This is what I personally used to write 230+ life policies a year as a P&C producer, and it's the same system agencies across the country are using right now to add consistent life production without hiring anyone new or buying leads. If you want to see how this works for your agency, click here to book a call: 👉 Book a Call We'll walk through your situation and see if this system is a fit for your team. ABOUT COLTER: I spent years as a P&C producer writing life insurance transactionally alongside auto and home. I went from 10 life policies to 123 in three years, and eventually produced 230+ policies annually with $115K in life premium, all while servicing my P&C book. Now I help P&C agency owners install this same system in their agencies so their teams can write life insurance consistently without it feeling salesy.

July 17, 20266 min

How this P&C Agency Wrote 42 Life Policies in One Month. (Without the owner doing any of them.)

Most P&C agency owners know there's money sitting in their book. Life insurance commissions. Bonuses they used to count on. Cross-sell revenue just sitting there... unconverted. The problem? Their team isn't capturing it. In this video, I'm going to show you how James's agency went from inconsistent life production to 42 policies in one month... without him writing a single one. And how you can do the same thing. By building life insurance into the transactions your team is already handling... you turn every auto renewal, every added vehicle, every homeowner policy into a life insurance opportunity. No separate appointments. No awkward "by the way" conversations. Just a simple system that makes life production consistent. If you're a P&C agency owner and you're tired of being the only one writing life insurance… Click the link below to book a call. We'll walk through your agency, look at your book, and I'll show you exactly how to get your team writing 4–5 life policies per month per team member within 90 days. 👉 Book Your Call Here: https://calendly.com/lifeinsurancetraining/demo

July 8, 202617 min

Why Your P&C Team Isn’t Selling Life Insurance — And What To Fix First

Most agency owners try to get their team writing more life by giving them more life insurance training. That's part of the problem. In most agencies, the life sale doesn't die because the producer forgot what term insurance is. It dies way earlier. It dies in the awkward jump from auto and home to life. In this episode, I break down why life-only training doesn't translate to a P&C team, and why the real gap isn't motivation. It's the transition. Your team isn't lazy or scared. They just don't know how to bring life up without sounding pushy on a call that started with "I need to add a car." Here's what we cover: → Why you can't copy what life-only agents do (the 300-pound bench press problem) → The real reason producers stop asking (it's not what most owners think) → The three-part transition structure: reason for the call, the exposure, the protection conversation → Exact word tracks for added autos, home renewals, mortgage changes, and new drivers → How to handle "I've got it through work" without arguing or pressuring → Why dumping 30 scripts on your team backfires, and the one-transaction-per-week approach that actually builds confidence → Why the owner can't stay the only one writing it The opportunity isn't missing. Added autos, home renewals, mortgage changes, new drivers, billing calls. Your team handles these every day. The transition is what's missing. Want the exact scripts and word tracks? Join our exclusive Life Insurance Training Community. https://calendly.com/lifeinsurancetraining/demo Register below to join my free Life Training Webinar on Thursday. https://insurancesalespro.org/webinarregistration

June 24, 202618 min

The Emergency Contact Method to Cross Sell Life w/ P&C

Most producers think they have a closing problem with life insurance. They don't. They have an opening problem. When you lead with the product ("where do you have your life insurance?"), you set yourself up for every objection in the book. "I'm good." "I've got it through work." The conversation dies before it starts. In this training I walk through the Emergency Contact Method, a simple framework your service team and producers can use on everyday P&C calls to start life conversations that customers actually engage with. Here's what we cover: The opener that gets you in without triggering objections. Instead of pivoting to life out of nowhere, you ask for an emergency contact. It's natural, it fits any service call, and it sets up everything that follows. How to position around one need, not all of them. Loan payoff, mortgage, rent, funeral expense, income replacement. You pick the one that matches the transaction in front of you and build the whole conversation around solving that single need. How to bring awareness to the problem before you ever mention a solution. If the customer can't see the gap, they have no reason to care about coverage. The "what would that look like for [emergency contact]?" The question does the heavy lifting here. The three ways people handle the problem, and how to lead them to the one that makes sense. The pullback and the trial close that move you into the application. When the customer asks "how much does this cost?", you've earned the right to keep going. The beneficiary question gets you into the app without it feeling like a hard close. This is the same framework I used to go from about 10 life apps a year to 250+ as a producer. Same desk, same book, same customers. The opening was the difference. Register below to join my free Life Training Webinar on Thursday. https://insurancesalespro.org/webinarregistration Want the exact scripts and word tracks? Join our exclusive Life Insurance Training Community. https://calendly.com/lifeinsurancetraining/demo

June 19, 202629 min

The Roadmap to $100k in Life Premium for P&C Agencies

Most P&C agencies are sitting on a six-figure life insurance opportunity and don't even know it. You've got the lead flow. You've got the book. People already trust you. The problem isn't the opportunity. It's that the standard way the industry teaches you to sell life insurance does not fit a P&C transaction. In this episode, I walk through the exact system I used to go from 10 life policies a year to over 250, with six figures in annual life premium. Same desk, same book, same customers. Here's what we cover: → Why the life needs analysis fails the moment someone calls in to add a vehicle → The "coffee vs. five-course steak dinner" mistake that overwhelms your customers and kills the sale → How to position life insurance to solve one immediate need instead of leading with the full pitch → The three places in your agency where life insurance conversations are already waiting: new business, service calls, and your book → The Life Insurance Funnel: how a small term policy becomes a bigger one at issuance, then compounds again at the annual review → Why every policy you write this year turns into a review opportunity you didn't have before The opportunity is already in your agency. This is the system to go get it. Register below to join my free Life Training Webinar on Thursday. https://insurancesalespro.org/webinarregistration Want the exact scripts and word tracks? Join our exclusive Life Insurance Training Community. https://calendly.com/lifeinsurancetraining/demo