Rate increases are the most dreaded conversation in insurance.
70% of agents say renewal calls with price increases are their biggest source of anxiety. And for good reason. Handle it poorly, and you lose a client you've had for years. Handle it well, and you keep them for another decade.
Gong analyzed over 2 million sales conversations and found something interesting. Top performers don't have better products or lower prices. They have better language patterns for difficult conversations.
This is what "better" sounds like for rate increases.
Why Most Agents Fumble Rate Increases
Most agents approach rate increase calls one of two ways:
The Apologizer: "I know this isn't what you want to hear, but unfortunately your rate went up..."
This frames you as the bearer of bad news. It puts the client in a defensive position before you've explained anything. And it signals that you think the increase is unreasonable too.
The Deflector: "The rates are set by underwriting, I don't have control over..."
This might be true, but it doesn't help. The client doesn't care who set the rate. They care whether they should stay or leave. Deflecting makes you seem powerless and gives them no reason to stay.
Both approaches miss the point. The client isn't asking "why did this happen?" They're asking "is this still worth it?"
Top performers answer that question directly.
7 Scripts for Rate Increase Conversations
1. The Context Setter
Use when: Opening the rate increase conversation
Script: "Before we talk numbers, I want to understand what's changed for you since we last spoke. Are you still in the same house? Same vehicles? Any life changes I should know about?"
Why it works: You're establishing that rates aren't arbitrary. They're based on their situation. This also gives you information to potentially adjust coverage and offset the increase. For more on how top agents open difficult conversations, see our call opening guide.
2. The Reframe
Use when: Client says "Why did my rate go up?"
Script: "Rates in [their area] have increased across the board this year. What I can do is make sure you're not paying for coverage you don't need. Let's look at your policy together."
Why it works: You're acknowledging the increase without apologizing. You're positioning yourself as the person who can help them navigate it, not the person who caused it.
3. The Value Anchor
Use when: Client is comparing to cheaper quotes
Script: "I hear you. $40 more per month is significant. Here's what I want you to consider: when you filed that claim last year, we handled everything. The adjuster, the paperwork, the follow-up. What's that peace of mind worth when your house floods again?"
Why it works: You're connecting price to specific value they've experienced. "Peace of mind" is vague. "We handled everything when your house flooded" is concrete.
4. The Options Presenter
Use when: Client wants to reduce their premium
Script: "I can get your premium down. Here are three ways: We can raise your deductible from $500 to $1,000, which saves about $15/month. We can remove roadside assistance if you have it through AAA already. Or we can adjust your liability limits if you don't have significant assets to protect. Which of those sounds worth exploring?"
Why it works: You're not defending the price. You're collaborating on solutions. The client feels in control.
5. The Loyalty Acknowledge
Use when: Long-term client threatens to leave
Script: "You've been with us for 8 years. That matters. Here's what I can do: I'm going to review your entire account, look at every discount you might qualify for, and call you back tomorrow with the best number I can get. Fair?"
Why it works: You're acknowledging the relationship, showing you'll work for them, and buying time to actually find solutions. "Call you back tomorrow" also gives them time to cool down.
6. The Comparison Reality Check
Use when: Client has a lower quote from a competitor
Script: "That's a solid quote. Before you switch, can I ask a few questions? What's the deductible on that policy? What are the liability limits? And did they include [coverage type client has with you]? Sometimes quotes look lower because they're missing things."
Why it works: You're not attacking the competitor. You're helping the client compare accurately. Often, cheaper quotes have gaps the client didn't notice.
7. The Retention Save
Use when: Client is definitely leaving
Script: "I understand. If that policy serves you better right now, I want you to take it. But here's what I'd ask: keep my card. Insurance needs change. And if you ever have a claim and don't feel like your new company handled it right, call me. I'll take care of it."
Why it works: You're being gracious, which clients remember. And you're planting a seed that you'll be there when things go wrong with the competitor. Many clients come back after one bad claim experience.
The Pattern Behind All 7 Scripts
Notice what's consistent:
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No apologizing. The increase isn't your fault, and acting like it is undermines your credibility.
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Questions before statements. Every script involves understanding their situation before defending your position. (These are the same call evaluation metrics that top managers look for.)
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Specific value, not generic benefits. "We handled your claim" beats "we have great service."
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Options, not ultimatums. Give them ways to solve the problem, not just reasons to accept it.
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Long-term relationship framing. You're not fighting over this renewal. You're building a decades-long relationship.
Knowing vs. Doing
Here's the uncomfortable truth: knowing these scripts isn't enough.
Gong's data shows that top performers don't just know what to say. They've practiced until the right response comes automatically. When a client says "I'm shopping around," they don't have to think. The words are there.
Most agents read scripts like these, nod, and then wing it on the actual call. The scripts go in a drawer. The patterns don't stick.
The gap between knowing what to say and saying it under pressure is called practice.
Practice Before You Need It
Rate increase season comes every year. The agents who handle it well aren't smarter. They've rehearsed these conversations until they feel natural.
If you want to practice rate increase scenarios with AI that plays realistic clients, Sales Coach Pro lets you run through these conversations before they're real. You get feedback on your responses and can fail as many times as needed without losing actual clients.
Related: The 7 Metrics Top Sales Managers Use to Evaluate Calls | How Top Insurance Agents Open High-Value Calls