Building Trust and Credibility as a Life Insurance Agent

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Introduction

Talking about health conditions with clients can be one of the trickiest parts of selling life insurance. Handled well, it builds trust and positions you as a knowledgeable guide. Handled poorly, it can create fear, confusion, or even cause a client to drop out of the process altogether.

Here are the top three mistakes agents often make when discussing health conditions — and how to avoid them.

Mistake #1: Overpromising Outcomes

Many agents fall into the trap of reassuring clients with phrases like “Don’t worry, you’ll definitely qualify for Preferred rates.” While this may feel comforting in the moment, it often backfires when underwriting decisions come back differently.

✅ Better Approach: Set realistic expectations. Instead of promising, explain:

“Carriers look closely at conditions like high blood pressure or diabetes. You’ll almost always be approved, but your final rate will depend on the details.”

Mistake #2: Avoiding the Conversation

Some agents try to gloss over health issues because they don’t want to make the client uncomfortable. The problem? Clients will face the questions in underwriting anyway. If they feel blindsided, trust breaks down.

✅ Better Approach: Be proactive, but gentle. Frame it like this:

“Underwriting looks at health and lifestyle factors. Conditions like heart disease don’t disqualify you, but they do affect pricing. Let’s review a few details so I can point you toward the most flexible carriers.”

Mistake #3: Not Using Educational Resources

Clients often don’t understand what underwriters look for, and they rely on you to translate. If you can’t explain clearly, you risk losing credibility.

✅ Better Approach: Point them to clear, client-friendly resources (without overwhelming them). For example:

• Share a link to the Ultimate Guide to Life Insurance Approval.
• If they ask about specific conditions, send them to your site’s detailed condition pages (like lupus, liver disease, or cancer).

By leveraging these resources, you position yourself as a partner in their decision, not just a salesperson.

Bottom Line

Health conditions don’t have to derail the conversation — but how you discuss them matters. By avoiding overpromises, addressing the issue directly, and pointing clients toward educational resources, you’ll build trust and keep clients engaged in the process.

👉 If you’re looking to grow beyond client conversations and strengthen your business pipeline, don’t miss our guide on the Best Places for Insurance Agents to Get Life Insurance Leads.

📩 Reach out to me (Ryan), I’d love to hear from you.