The Life Insurance Training Show

Hosted by Colter Johnson

Business Careers

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Episodes

141

Latest episode

Apr 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

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60 recent

April 7, 202612 min

AI is coming for your Agency

70-80% of insurance shoppers start their buying journey online — without ever talking to an agent.That's not a warning. That's already happening.In this episode, I break down why AI will win the speed game and the convenience game every single time — and why competing on price and quoting fast is a race to the bottom that you can't win. Then I show you the one thing AI will never be able to replace, and how P&C agencies can use it to not just survive, but build something untouchable.Here's what we cover:→ Why auto and home insurance is becoming fully commoditized — and what that means for your agency's future → How AI is replacing transactions, speed, and convenience (and why that's your opportunity, not your death sentence) → Why life insurance takes a relationship from transactional to relational — and why that depth is the moat AI can't cross → The simple math: one life policy can double the household value instantly → The wagon analogy — and why life insurance is the lynchpin keeping your wheels on → The one thing your customers will always crave more of as AI takes over more of their livesAI is coming for your agency. The question is whether you're building one it can compete with — or one it can't touch.you didn't have beforeStop treating life insurance like a detour. Start making it complement what your customers already care about.Want to learn the exact scripts and frameworks? Cross Sell Academy enrollment is open now. Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demo✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

March 10, 202620 min

Stop Pitching Life Insurance. Start Positioning It.

Your customers didn't call you for life insurance. They called for auto and home. So why are you pitching it like a separate conversation?In this episode, I break down the exact four-step framework I used to make life insurance feel like it belongs in every P&C conversation — not bolted on at the end like some random afterthought.Here's what we cover:→ Why positioning is everything — and the 6 positionings that make life insurance a logical extension of the auto and home conversation → The "coffee vs. five-course steak dinner" mistake that's killing your close rate → The PPSB Framework (Positioning, Problem, Solution, Benefits) — the bones of every life insurance conversation → Why starting small and solving one immediate need gets more people to yes than a full needs analysis ever will → The funnel system that turns every small policy into a bigger one over time → Why every life insurance policy you write this year becomes an annual review opportunity you didn't have beforeStop treating life insurance like a detour. Start making it complement what your customers already care about.Want to learn the exact scripts and frameworks? Cross Sell Academy enrollment is open now. Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demoJoin my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistration✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

March 3, 202627 min

7 Moments That Make Life Insurance Easy to Sell in P&C Agencies

Your team is walking past life insurance sales every single day… they just don't know it.In this episode, I break down the 7 high-leverage moments that happen in every P&C agency where life insurance practically sells itself. These aren't cold pitches or forced conversations. These are the specific transactions and interactions where customers are already thinking about risk, their budget is already moving, and life insurance fits naturally into the conversation.In this episode, I'll cover why "bring it up on every call" is dangerous advice, the three things that make a moment high-leverage (natural risk awareness, budget movement, and contextual relevance), and the exact 7 moments your team should be building conversations around — from added vehicles to claims follow-ups to renewal decreases.If your agency has been struggling with life insurance production, it's probably not a skill problem. It's a design problem. And this episode will help you see it.Want to learn the exact scripts and frameworks? Cross Sell Academy enrollment is open now. Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demoJoin my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistration✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

February 24, 202611 min

Why Life Insurance Conversations Feel Hard

If you're a P&C producer or agent and life insurance conversations feel awkward, forced, or like you're being pushy — it's not a you problem. It's a design problem.In this episode, I break down why most agencies struggle with cross-selling life insurance and why the common advice of "just bring it up on every call" is actually setting you up for more rejection, lower confidence, and fewer sales.Here's what we cover:→ Why life insurance is inherently harder to sell in the P&C world (and it's not just because it's not required)→ The real reason you're getting hit with "I got it through work," "I can't afford it," and "I'm good" on every call→ How the "pitch more" strategy creates a rejection cycle that kills your confidence and your action→ The difference between low-leverage and high-leverage moments — and why timing changes everything→ Why it's not a skill problem, it's a design problem — and what that actually means for your agencyMost P&C producers are having life insurance conversations in the wrong moments. When you understand which interactions carry natural context and which ones don't, everything gets easier for both you AND the customer.Stop pitching. Start timing.Want to learn the exact scripts and frameworks? Cross Sell Academy enrollment is open now. Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demoJoin my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistration✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

February 17, 202620 min

The “Right” Policy Is Leaving Families Broke: Why Small Life Policies Win

The insurance industry has been lying to you — telling you that if you can't sell the "right" amount of life insurance, don't sell anything at all. Meanwhile, families are left with $8,000 in savings and a GoFundMe page.In this episode, I'm breaking down why "something is better than nothing" isn't just a feel-good phrase — it's backed by the numbers. I'll show you why all-or-nothing thinking is killing your life insurance production, how small policies actually lead to bigger ones, and why your customers' reality doesn't match the way most agencies approach life insurance.If you're a P&C agent or agency owner struggling to cross-sell life insurance, this one will change how you think about every customer interaction.What you'll learn: → Why partial protection is still protection → The real reason small policies lapse (it's not the size) → How to make life insurance fit the conversation your customer is already having → The "coffee vs. five-course dinner" mistake most agents make → How $25/month policies turn into $200/month programsWant to learn the exact scripts and frameworks? Cross Sell Academy enrollment is open now. Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demoJoin my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistration✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

February 10, 202630 min

Asking Is Not a Strategy: Why P&C Agencies Struggle to Sell Life Insurance

In this episode, I break down why "just ask more" is the worst advice you can give your team when it comes to selling life insurance in a P&C agency — and what to do instead. I unpack why asking without strategy kills confidence, creates early objections, and turns your producers into people who eventually stop asking altogether. Then I walk through the three things that actually move the needle: positioning life insurance around what it does for the customer (not what it is), nailing your timing so it doesn't feel like a bait and switch, and solving one immediate need instead of trying to serve a five-course dinner to someone who came in for a coffee. If you're an agent and tired of being the only one in your agency able to sell life insurance, this one's for you.Join my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistrationLearn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demo✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:https://podcasts.apple.com/us/podcast/the-life-insurance-training-show/id1675925320Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

February 3, 202650 min

How to Sell Life Insurance from Every Auto Renewal Call

Your auto renewals aren't just policy updates—they're your most predictable life insurance opportunity. In this episode, I break down the exact framework I used to turn routine renewal calls into consistent life insurance sales.Here's what you'll learn: why auto renewals create the perfect moment to introduce life insurance (hint: it's all about relevance and earning the right to the conversation), how to position coverage as a natural extension of what customers already have, and the two simple approaches that make saying "yes" easy—paying off a vehicle loan or leaving money behind for family.I walk through the complete call flow from opening to close, including the exact words to use so the conversation feels like service instead of a sales pitch. Plus, I share why starting small with one immediate need beats the "shotgun approach" that triggers resistance and kills deals before they start.If you're tired of inconsistent life insurance production and want a repeatable system you can hand to your team today, this one's for you.Learn about Cross Sell Academy for your team: https://calendly.com/lifeinsurancetraining/demoJoin my free live training on how to handle the most common life insurance objections when cross selling life insurance: https://insurancesalespro.org/webinarregistration✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:⁠https://podcasts.apple.com/us/podcast/the-team-member-perspective/id1675925320⁠Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

January 27, 202659 min

I Stopped Losing Life Sales When I Learned This

Most producers freeze when they hear "I have it through work" or "I can't afford it."In this episode, I'm breaking down the exact scripts and framework I used to handle the 7 most common life insurance objections in P&C agencies, and why the best producers don't handle objections at all. They prevent them.What you'll learn:The 4-step framework (Acknowledge, Clarify, Solve, Advance) that works for any objectionWhy "overcome" is the wrong word, and what to say insteadThe difference between early objections (obstacles) and late objections (true objections)Word-for-word scripts for: "I have it through work," "I don't need it," "I can't afford it," "I just want the car insurance," "I need to talk to my spouse," and "I need to think about it"The questions that seed doubt and create demand without being pushyWhy I stopped saying "life insurance" and what I say insteadThis isn't theory. These are the exact scripts that took me from 10 life policies a year to 251.Register for Free Live Training: https://insurancesalespro.org/webinarregistrationBook Time with Colter: https://calendly.com/lifeinsurancetraining/demo✅ Subscribe to Colter’s FREE insurance sales trainings:Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:⁠https://podcasts.apple.com/us/podcast/the-team-member-perspective/id1675925320⁠Spotify:⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK?si=m8gTTwvFReGfSIGQ7yZHcQ⁠Private Facebook Group: https://www.facebook.com/share/g/sSe3faCfV6KLVJh4/

January 20, 202623 min

Double your Life Insurance Premium in 2026

In this episode, I break down the EXACT system that took me from $35K to $100K to $151K in life insurance premium. Issuance reviews. Most agents write a policy and move on to the next thing — and they're leaving SO much on the table. Here's the deal: if they told you yes once, they will tell you yes again. This system gives you another at-bat with every single life insurance customer, it increases your odds of writing more premium, AND it generates referrals without you having to beg for them. I'm walking you through everything — how to pre-sell the review at the initial close, how to actually SELL in the review (not just make an offer), and the simple 3-step referral process that made asking for referrals automatic for me. If you want to double or even triple your life insurance premium in 2025, this is the play. Let's get into it.We have a free training THIS THURSDAY 01/22 on selling more Life Insurance - Here's the link to join us: http://insurancesalespro.org/webinarregistrationQuestions about enrolling your team in our Friday Live Training & Wednesday Live Role Play Calls? Click Here: https://insurancesalespro.org/bookcall-page Subscribe to Colter’s FREE insurance sales trainings: Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts:⁠https://podcasts.apple.com/us/podcast/the-producers-perspective/id1675925320 Spotify: ⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiK

December 30, 202518 min

131 - Bundling Life w/ New Business

In this episode, we break down why you're sitting on a gold mine and leaving 60-70% of your revenue on the table. Every quote you run is a life insurance opportunity, but most P&C agents bolt it on at the end after the customer's mentally checked out. Then they wonder why they get "I have it through work" or "not right now."Here's what changes everything: Layer life insurance into the quote as complementary coverage, not an afterthought. When you position it naturally during the process instead of after, you eliminate resistance before it starts, make your book stickier, and finally stop letting carriers own your customers.I walk through the exact timing and language that turns every new household into a bundled account. If you're only closing auto and home, you're building half a business.Questions about enrolling your team in our Friday Live Training & Wednesday Live Role Play Calls? Click Here: https://insurancesalespro.org/bookcall-page Subscribe to Colter’s FREE insurance sales trainings: Youtube: https://www.youtube.com/channel/UC-35rEOirer-rBo62SAokawApple Podcasts: ⁠https://podcasts.apple.com/us/podcast/the-producers-perspective/id1675925320 Spotify: ⁠https://open.spotify.com/show/0EYYJYvouM22DfuAcYjhiKFREE SCRIPT: https://insurancesalespro.org/opt-in-occc