Tonality rules
Calm, curious, detached, like a doctor, not a salesperson. Slow down on every ... pause. Down-swing your voice at the end of statements and use a soft up-swing on questions. Never sound excited or needy in the first 60 seconds.
Hey, is this [First Name]?
Tonality
Calm, curious, detached
Why this works
Confirm identity and collect the first yes.
Listen for
A simple yes that confirms you have the right person.
Your action
Click Yes when they confirm their name.
Hey [First Name], yea... it's just [Your Name]... I'm one of the advisors with YesYesYes Life. It looks like a little earlier you were on Facebook and you watched that short video... the one talking about how families are using these indexed accounts to grow their money and protect their family... and you put your info in asking us to give you a call about it... right?
Tonality
Calm, curious, detached
Why this works
Flip the frame. You are returning their request, not cold calling.
Listen for
Recognition of the video or the form.
Your action
Click Yes when they confirm the form or the video.
Okay perfect... so when you were watching that video... what was it they were talking about... that caused you to wanna... look into this further?
Tonality
Calm, curious, detached
Why this works
Get their reason in their own words. You will repeat it all call.
Listen for
The specific benefit or fear that made them respond.
Your action
Write their exact words in the reason field.
Okay, that makes sense. Well, just so you know... this first part of the call is pretty basic... it's really more for me to find out what you're doing now, like what you have in place for your family and your retirement... what results that's getting you... compared to where you actually want to be... just to see what that GAP looks like... And then towards the end of the call, if you feel like this... 'might be'... what you're looking for... we can talk about possible next steps. Would that help you?
Tonality
Calm, curious, detached
Why this works
Set expectations and receive permission to continue.
Listen for
Whether the prospect is open to discussing their current protection and retirement situation.
Your action
Click Yes when the prospect agrees the conversation would be helpful.
So, just so I understand... do you have any life insurance in place right now... or would this be your first policy?
Tonality
Calm, curious, detached
Why this works
Find the facts before any opinion.
Listen for
Whether coverage exists at all and how they describe it.
Your action
Select their coverage type, then set the matching branch.
And what are you doing right now to save for retirement... like a 401(k), IRA... anything like that... just so I have some background?
Tonality
Calm, curious, detached
Why this works
Map their retirement picture before opening the gap.
Listen for
Named accounts, or the absence of any plan.
Your action
Record the account type.
Who's at home depending on your income... like if something did happen to you? And your income... does the household mainly run on what you bring in, or is it shared?
Tonality
Calm, curious, detached
Why this works
Names create emotional weight you will use later.
Listen for
Names of children, spouse, and who carries the household.
Your action
Write the names down exactly as they say them.
Okay... so it doesn't sound like you have anything in place now... let me ask you this: do you have savings, stocks, or... like, if something did happen to you... what would be used to pay for the mortgage... the car payments... the credit cards... the funeral... and ALL the bills and expenses... what would be used to pay for all of that?
Tonality
Concerned, slowed down
Why this works
Let them discover the exposure themselves.
Listen for
Silence, hesitation, or an honest I do not know.
Your action
Slow down. Do not fill the silence.
Now... would they be forced to pay out of pocket, or... would they have to get a loan and pay all the interest and stuff?
Tonality
Concerned, slowed down
Why this works
Make the consequence concrete and personal.
Listen for
The admission that family would carry the cost.
Your action
Capture their words in the protection concern field.
And is that a policy that builds cash you can use while you're alive... or is it just a death benefit that eventually expires? How long have you had that? How much are they making you pay just to have that coverage?
Tonality
Calm, curious, detached
Why this works
Surface ownership, portability, expiration, and accessible value.
Listen for
Whether they own it, whether it travels with them, whether it builds anything.
Your action
Record the policy details in the panel.
And with what you have now... do you... do you LIKE... the returns you've been getting? Have you ever had a year where the market dropped and your account dropped with it? ... How did that feel?
Tonality
Calm, curious, detached
Why this works
The verbal pause is the weapon here. Let them answer honestly.
Listen for
Frustration with losses, taxes, or lack of control.
Your action
Write the feeling word they use.
So right now there's nothing set aside for retirement... what's the plan been so far... just handle it later?
Tonality
Calm, curious, detached
Why this works
Let them state the gap out loud without judgment.
Listen for
Their own admission that nothing is in place.
Your action
Move to problem awareness once they admit the gap.
So, to me it sounds like things are going 100% perfect for you... is there anything you would change about [their current setup]... if you... if you could?
Tonality
Calm, curious, detached
Why this works
The prospect opens the gap themselves.
Listen for
Well... it's not 100% perfect.
Your action
Click Yes when they admit it is not perfect.
Not 100% perfect? ... What do you mean by that?
Tonality
Curious, slightly confused
Why this works
They are now selling themselves. Let them talk.
Listen for
The real problem in their words.
Your action
Do not interrupt. Capture the problem.
How long has that been going on? Has that had... has that had an impact on you... or your family? In what way, though? Why is that important to you... now though? Can I ask... when you watched that video today... what was going on that made today the day you finally put your info in?
Tonality
Curious, slightly confused
Why this works
Precision probing surfaces impact and urgency.
Listen for
Why today, not last year.
Your action
Record the why now answer.
So before today... were you out there looking for more stable options so you can retire by the time you're [their age goal]... or what have you been doing?
Tonality
Soft, low tone
Why this works
Prioritize retirement language for a retirement lead.
Listen for
A target retirement age and what has blocked them.
Your action
Record the desired retirement age.
So before today... were you out there looking at strategies to grow your money and make sure you leave something behind for [kids' names]... or what were you doing to make sure they're protected?
Tonality
Soft, low tone
Why this works
Prioritize family and legacy language for a protection lead.
Listen for
What they have already tried and what stopped them.
Your action
Use the children's names you captured earlier.
Okay... let's do this, just to make sure that what we're doing could actually help you... besides [benefit #1 they mentioned] and [benefit #2 they mentioned]... what would you actually be looking for in a plan like this?
Tonality
Calm, curious, detached
Why this works
Their buying checklist, in their words.
Listen for
Specific criteria you will repeat back at the close.
Your action
Record the criteria in desired outcome.
Okay... so let's say we set this up the right way... your money's growing with the market when it goes up... but when the market drops... the policy has a 0% floor, so the credited interest doesn't go negative... it grows tax-deferred... and if something ever happened to you, [family member] receives a death benefit... What would that do... for you personally?
Tonality
Calm, curious, detached
Why this works
Future pacing makes them feel the outcome before any numbers exist.
Listen for
First a logical answer, then the emotional one.
Your action
Ask twice. The second answer is the emotional one. Write it down.
Okay... but what happens if you don't do anything about this... you keep [repeat their situation]... for the next 3... 5... 10 years... and nothing changes... what happens then?
Tonality
Concerned, slowed down
Why this works
Builds urgency without pressure.
Listen for
Their own description of the cost of waiting.
Your action
Record the cost of doing nothing.
And here's the thing with these plans... they're based on your age and your health... so every year you wait, the same coverage costs more... and if your health ever changes, you might not qualify at all... Do you want to keep... rolling those dice... if you... if you didn't have to?
Tonality
Concerned, slowed down
Why this works
A no here is a yes to change.
Listen for
No, I don't want that.
Your action
Mark ladder step 5 when they say no to rolling the dice.
Okay, but for you... why look at doing this now? Why not push it down the road... like a lot of people do? So... on a scale from 'I'm fine waiting' to 'I need to get this handled'... how important is it for you to actually change your situation... now?
Tonality
Calm, curious, detached
Why this works
They argue for buying. Never interrupt this.
Listen for
It's important.
Your action
Click Yes when they say it is important to handle now.
Okay... so based on what you've told me... I think what we're doing could actually work for you... because you know how you said [repeat their words]... and because of that it's making you feel [repeat the emotion]... With your permission... I can go over a few things we'd be able to do for you... to help you with that and actually solve [repeat the problems]. Would that help you?
Tonality
Calm, curious, detached
Why this works
Permission to present is the seventh yes.
Listen for
Yes, go over it with me.
Your action
Use their captured statements shown at the top of the panel.
How familiar are you... with how these IUL accounts actually work?
Tonality
Calm, curious, detached
Why this works
Meet them at their level of understanding.
Listen for
Their level of familiarity and any misconceptions.
Your action
Keep it simple. Only present to problems they mentioned.
Step 1, the problem: One of the biggest problems people have when they come to us is [their problem]... which causes them to [the consequence they admitted]...
Tonality
Calm, curious, detached
Why this works
Start with their problem, not the product.
Listen for
Recognition. That's exactly it.
Your action
Read their captured problem from the panel.
Step 2, how we solve it: We set up an Indexed Universal Life policy in your name. You own it, not your job. The interest credited is linked to a market index... when the index goes up, your cash value can grow... when the index drops, the policy has a 0% floor on credited interest. Does that make sense so far? Cash value grows tax-deferred and, subject to policy terms, you may be able to access it later through loans and withdrawals. Are we on the same page? And the whole time there's a death benefit protecting [family member]... plus living benefit riders if you become seriously ill, based on the rider terms. Do you see how that works?
Tonality
Calm, curious, detached
Why this works
Each checking question is another small yes.
Listen for
Yes, that makes sense. I see it.
Your action
Mark ladder step 8 each time they agree.
Step 3, what it means to you: And what that means for you... is [repeat their emotional wins]... Do you see how that could help you [their goal]?
Tonality
Calm, curious, detached
Why this works
Tie every feature back to the words they gave you.
Listen for
Agreement that this matches what they wanted.
Your action
Only use statements the prospect actually made.
So... do you feel like this could be the... answer for you?
Tonality
Soft, low tone
Why this works
The ninth yes. Ask it and then stop talking.
Listen for
Yes, this could be the answer.
Your action
Silence after the question.
Okay... based on your age and what you told me you're comfortable with... there are three ways we could set this up: protection focused, balanced, or maximum accumulation focused... Which one of those would you... lean towards?
Tonality
Soft, low tone
Why this works
A three option close lets them choose a direction, not a yes or no.
Listen for
The option they lean toward and why.
Your action
Select the plan direction. Do not quote numbers without an approved illustration.
Does this feel like it's what you're looking for... to [repeat their number one emotional want]?
Tonality
Soft, low tone
Why this works
The feel question confirms alignment before the application.
Listen for
Yes, this feels like what I'm looking for.
Your action
Mark ladder step 11.
That makes sense... well, the first step is to make sure we can even get you qualified, they don't take everybody. I can start that right here... I've got your address from the lead form... is that correct?
Tonality
Calm, curious, detached
Why this works
Assumptive, calm, and factual. The twelfth yes leads into the application.
Listen for
Confirmation of their information.
Your action
Use Start Qualification and Application. Sensitive data is entered only in the carrier portal, never in this platform.
Okay... so what I'll do is put together the exact numbers for your age with the carrier... Really, the next step is a quick 20 minute call where I show you the actual illustration... I have [day] at [time] or [day] at [time]... which one works better for you?
Tonality
Calm, curious, detached
Why this works
Fallback appointment. Two options, never an open ended question.
Listen for
A firm choice between the two times.
Your action
Open the appointment panel and confirm phone and email on the call.
Never argue. Lower your tone, slow down, get curious. Most objections at this point are fear, not fact. Open the objection handler and work Clarify, Isolate, Resolve, Re-close.
Tonality
Soft, low tone
Why this works
Objection handling is a process, not a rebuttal.
Listen for
The real objection behind the stated one.
Your action
Use the Objection button, then return to your stage.
The Yes Ladder
1. Identity confirmed
2. Form or video confirmed
3. Permission to continue
4. Current situation is not perfect
5. Does not want the negative consequence
6. Important to fix now
7. Permission to present
8. Presentation agreement
9. Believes this could be the answer
10. Selects a plan direction
11. Feels it matches the desired outcome
12. Confirms application information
Objection responses
I need to think about it
clarify: That's fine... what's your time frame on thinking it over... just so I know when to hold the underwriting slot?
isolate: Just so I'm not missing anything... what is it you'd want to think over... is it the monthly amount... or something about how the plan works?
resolve: Because you know how you said [their pain]... does waiting change any of that... or does it just leave it unprotected longer?
reclose: So with that in mind... does it make sense to at least see if you qualify today?
I cannot afford it right now
clarify: I hear you... can I ask, is it that the number we picked is too heavy... or is money just tight everywhere right now?
isolate: So other than that... is there anything else holding you back?
resolve: Remember, you control the funding. What monthly amount would feel comfortable... where it doesn't stress the budget... but we still get [family member] protected? If money is tight everywhere, that's actually the reason to look at this: if things are tight with your income... what happens to [family] if that income disappears?
reclose: So if we build it at that comfortable number... does that work for you?
I need to speak with my spouse
clarify: Of course... and honestly, [spouse name] should hear this. Can I ask, do you feel like you want this... so at least I know if it's worth their time?
isolate: So other than that... is there anything else holding you back?
resolve: And if [spouse] says 'why did you get on the phone with this guy'... what would you tell them... in your words... why this matters?
reclose: Let's get them three-wayed in now, or set a time tonight when you're both home... [day] at [time], or is [other time] better?
Send me some information
clarify: I could... What is it you were hoping the information would show you?
isolate: So other than that... is there anything else holding you back?
resolve: Honestly, a generic PDF won't show your numbers, it's all based on your age, health, and budget... that's exactly what the carrier illustration shows.
reclose: Let's take 10 more minutes and I'll build it with you live... would that help you?
I already have insurance through work
clarify: That's good, most people do... Can I ask, if you left that job or got laid off... does the policy come with you?
isolate: So other than that... is there anything else holding you back?
resolve: So you're renting coverage you don't own... and it builds nothing for your retirement.
reclose: Is that the plan you want to bet [family]'s future on... or do you want something that's yours?
Is this a scam
clarify: Fair question, you should ask that. What specifically felt off... so I can clear it up?
isolate: So other than that... is there anything else holding you back?
resolve: This is a life insurance contract with a state regulated carrier... I'm a licensed agent, my license number is [#], you can verify it on your state's insurance site while we talk.
reclose: Does that clear it up enough to keep going?
I do not trust this
clarify: That's fair... what happened before that made you feel that way?
isolate: So other than that... is there anything else holding you back?
resolve: Everything I say is in the carrier's approved material and the contract itself, and you can verify my license while we talk.
reclose: Would it help if we went through the carrier material together?
I am busy right now
clarify: No problem... I just need 30 seconds. You put your info in earlier about [their goal]... was that something you're serious about... or more just curiosity?
isolate: So other than that... is there anything else holding you back?
resolve: Okay, then let's not lose it.
reclose: I have [time] today or [time] tomorrow... which is better?
Call me later
clarify: Sure... what's going to be different later... just so I call at a good time?
isolate: So other than that... is there anything else holding you back?
resolve: Rates are based on your age and health today, so waiting has a cost.
reclose: I have [time] or [time]... which one should I hold?
I need to speak with my CPA
clarify: Makes sense... what would you want them to look at specifically?
isolate: So other than that... is there anything else holding you back?
resolve: I'm not a tax professional and I won't give tax advice. What I can do is get you the carrier illustration so they have real numbers to review.
reclose: Should we get the illustration started so they have something real to review?
I need to speak with my financial advisor
clarify: Of course... what would you want their opinion on?
isolate: So other than that... is there anything else holding you back?
resolve: That's reasonable. What we're looking at is protection you own, and the illustration gives them the actual policy terms.
reclose: Can we set a time with both of you on the line?
I do not want another monthly payment
clarify: Understandable... is it the amount, or the idea of another bill?
isolate: So other than that... is there anything else holding you back?
resolve: You control the funding amount, and unlike a bill this builds cash value inside the policy according to its terms.
reclose: What amount would feel like saving rather than spending?
I am too young
clarify: What makes you feel now isn't the time?
isolate: So other than that... is there anything else holding you back?
resolve: Pricing is based on age and health, so this is the youngest and healthiest you'll ever be for this.
reclose: Does it make sense to lock in today's age?
I am too old
clarify: What's making you feel that way?
isolate: So other than that... is there anything else holding you back?
resolve: Eligibility depends on the carrier and underwriting. The only way to know is to check.
reclose: Should we just find out if you qualify?
I do not like life insurance
clarify: What was your experience with it before?
isolate: So other than that... is there anything else holding you back?
resolve: A lot of people feel that way about coverage that expires and builds nothing. This one you own.
reclose: Would it be worth 10 minutes to see the difference?
I already invest in the market
clarify: Good... how did those accounts do in the down years?
isolate: So other than that... is there anything else holding you back?
resolve: This isn't a replacement for that, it's protection you own with a 0% floor on credited interest.
reclose: Does it make sense to see how it fits alongside what you already do?
I want to compare companies
clarify: Smart... what would you compare them on?
isolate: So other than that... is there anything else holding you back?
resolve: I can only speak to the carriers I'm appointed with, and the illustration shows the actual terms.
reclose: Should we get your numbers first so you have a real baseline?
I do not want to provide personal information
clarify: Completely fair... which part concerns you most?
isolate: So other than that... is there anything else holding you back?
resolve: Anything sensitive is entered directly with the carrier on their secure application, not with me here.
reclose: Would you be comfortable starting with just the basics?
I want to wait until next year
clarify: What would be different next year?
isolate: So other than that... is there anything else holding you back?
resolve: Age and health decide the rate, and neither one waits for us.
reclose: Would it hurt to at least see if you qualify today?
I heard IULs are expensive
clarify: Where did you hear that... and what did they say specifically?
isolate: So other than that... is there anything else holding you back?
resolve: Policies have costs and those are disclosed in the illustration. You also control the funding level.
reclose: Should we look at the actual costs on your illustration?
I heard IULs do not work
clarify: What specifically did you hear?
isolate: So other than that... is there anything else holding you back?
resolve: Performance depends on policy terms, funding, and the index. That is all spelled out in the contract and the illustration.
reclose: Would you want to see what it actually says for your situation?
I only want term insurance
clarify: Okay... what draws you to term specifically?
isolate: So other than that... is there anything else holding you back?
resolve: Term covers a window of time and then ends. Would you want to know what happens if you outlive it?
reclose: Should we price both so you can see them side by side?
Custom objection
clarify: Can you help me understand what you mean by that?
isolate: So other than that... is there anything else holding you back?
resolve: Use approved language only. Do not improvise claims.
reclose: Does that answer it well enough to keep going?