The key to successful cross-selling is “remembering to ask clients about their life insurance coverage.  Building trust, asking questions, and listening are common strategies that can help you with cross-selling.  According to a leading P&C carrier, the “gold standard” for cross-selling life insurance is 10% of an agency’s personal lines revenue OR 3% of commercial volume.  Consistently identifying cross-selling opportunities and acting upon them will keep your agency growing. What’s more, you’ll keep your clients happy and satisfied by continually providing value and showing them that they’re a priority.

Here are some recent statistics of what our agencies are seeing from cross-selling life insurance:

  • Personal policies—average face amount of $500,000 and $1,200 of annual premium
  • Business policies—average face amount of $1 million and $5,500 of annual premium
  • Worksite marketing—average face amount of $50,000 per employee and $11,200 of annual premium

These questions provide an easy door opener to discussing life insurance:

  • When was the last time you reviewed your life insurance? (Simple and straight forward).
  • What is your financial plan for taking care of your spouse and children if you pass away expectantly?
  • When was the last time you updated your beneficiaries?
  • Do you have life insurance outside of work?
  • What happens to your business without your head of sales?
  • If another owner were to pass away, how would your company fund a buyout?

Contact the experts at Wholehan Marketing with your next life insurance case


Jody Horetski

Life Insurance Consultant