The best insurance agents don't sound like they're selling insurance.
Listen to a $15K call versus a $2K call. The difference starts in the first 30 seconds. Before features. Before pricing. Before the prospect even knows what they're buying.
Top performers set a frame. Average performers launch into a pitch.
The frame is everything.
Why the Opening Matters More Than the Close
Gong's research on millions of sales calls found that successful deals show specific patterns in the first 30 seconds. The call opening correlates more strongly with success than the close itself.
Why? Because the opening determines how the rest of the conversation unfolds.
A weak opening sounds like: "Hi, this is Sarah from ABC Insurance. I'm calling to follow up on your quote request. Do you have a few minutes?"
You've already lost. You're asking for permission. You're positioning yourself as an interruption. The prospect is looking for the fastest way to end the call.
A strong opening sounds like: "Hi, this is Sarah. I looked at your property details and there are a few things I need to understand before I can give you an accurate quote. Do you have about 10 minutes?"
Same agent. Same product. Completely different frame.
The first version asks to take the prospect's time. The second version offers expertise in exchange for time.
The 4 Elements of a High-Value Opening
1. The Context Frame
What it does: Gives the prospect a reason to stay on the call.
What top performers say:
- "I reviewed your application and noticed a few things I want to make sure we address."
- "Before I quote you, I need to understand your situation better than what's on the form."
- "Based on what you submitted, I have some options, but I need to ask a few questions first."
What average performers say:
- "I'm calling about your quote request."
- "Do you have a few minutes to talk about insurance?"
- "I wanted to follow up and see if you had any questions."
The difference: top performers position themselves as experts doing due diligence. Average performers position themselves as salespeople asking for attention.
2. The Expertise Signal
What it does: Establishes that you know something they don't.
What top performers say:
- "I've written policies for about 40 properties in your area this year, so I have a pretty good sense of what coverage actually makes sense there."
- "Looking at your property type, there are typically three things people miss that cause problems at claims time."
- "Most people in your situation are underinsured in one specific area. I want to make sure that's not you."
What average performers say:
- "I work with a lot of clients like you."
- "We have great coverage options."
- "Let me tell you about our policies."
The difference: top performers make specific claims that create curiosity. Average performers make generic claims that create skepticism.
3. The Permission Reset
What it does: Gets buy-in without sounding desperate.
What top performers say:
- "I have about 10 minutes of questions that'll save you from getting the wrong coverage. Does that work?"
- "If I can ask a few questions, I'll be able to tell you exactly what you need and what you can skip."
- "Give me 10 minutes to understand your situation, and I'll give you a quote that actually fits."
What average performers say:
- "Do you have a few minutes?"
- "Is now a good time?"
- "I won't take much of your time."
The difference: top performers ask for specific time with a specific benefit. Average performers apologize for existing.
4. The Discovery Transition
What it does: Moves from opening to questions without a hard pivot.
What top performers say:
- "Let me start with the biggest one: tell me about the property and who's living there."
- "Before we get into numbers, walk me through what you're trying to protect."
- "First thing I need to understand: what's your main concern with your current coverage?"
What average performers say:
- "So, tell me a little about yourself."
- "What kind of coverage are you looking for?"
- "How can I help you today?"
The difference: top performers direct the conversation. Average performers hand control to the prospect.
The Complete Opening Template
Here's how it flows together:
Context Frame + Expertise Signal + Permission Reset + Discovery Transition
"Hi [Name], this is [Your Name] with [Company]. I looked through your application and I want to make sure we get this right. I've worked with about 30 properties similar to yours this year, and there's usually one coverage area that gets missed. Before I quote you, I need about 10 minutes to understand your situation. If I can ask a few questions, I'll be able to tell you exactly what coverage you need and what's overkill. Sound good? Great. Let me start with the biggest one: tell me about the property."
Total time: 25 seconds. Frame: set.
Why Most Agents Struggle With This
The opening feels backward to most agents because they've been taught to "build rapport first."
So they start with small talk. Weather. Sports. "How's your day going?"
The problem: your prospect has talked to three other agents this week. They all asked about the weather. Small talk doesn't differentiate you. Expertise does.
Rapport comes from feeling understood, not from being friendly. When you ask smart questions and show that you know what matters, you build more trust in 30 seconds than 10 minutes of chitchat.
The Discovery Depth That Follows
A strong opening earns you the right to ask deeper questions. But most agents waste that opportunity.
They ask one surface-level question and then pitch. "What's important to you?" "Got it. Let me tell you about our coverage."
Top performers layer their discovery:
Level 1 (Surface): "What's most important to you in your coverage?" "Price. I want the best rate."
Level 2 (Understanding): "Makes sense. What's driving that? Is it budget, or did you feel like you were overpaying before?" "I just feel like I'm paying for stuff I don't need."
Level 3 (Real Issue): "What coverage do you think you don't need?" "I don't know, honestly. My agent never really explained it."
Now you know the real problem: they don't understand their current coverage. The solution isn't a cheaper policy. It's education.
You can't get to Level 3 without earning trust in the first 30 seconds. And you can't solve real problems without getting to Level 3.
For more on what to do when the prospect pushes back on price, see our rate increase objection scripts.
Practicing Until It's Automatic
Reading this article won't change how you open calls tomorrow.
The gap between knowing the right opening and actually using it under pressure is called practice. When you're on a call with $15K on the line, you don't have time to think about what a "context frame" is.
Top performers have practiced their opening hundreds of times. It's automatic. They can focus on the prospect instead of their script.
How do you get that? Repetition with feedback. Running the same opening in different scenarios until the words feel natural.
Related: How to Handle Rate Increase Objections | The 7 Metrics Top Sales Managers Use to Evaluate Calls