The most successful life and health insurance agents understand that their role goes beyond closing a sale. Insurance is about protection, trust, and advocacy. When agents lead conversations with thoughtful, open-ended questions, they demonstrate a genuine commitment to understanding a client’s unique situation, priorities, and concerns.
Asking the right questions helps agents uncover real needs, identify coverage gaps, and recommend solutions that truly serve clients – not just meet a sales quota. Also, actively listening to client responses and asking relevant follow-up questions shows empathy and professionalism, and makes a meeting’s intentions clear: finding coverage that protects what matters most to clients.
Below are eight must-ask open-ended questions agents can use as a starting point for client conversations. These questions can (and should) be adjusted based on the client, but they are a framework for meaningful discussions.
1. Can you walk me through the coverage you currently have?
This question provides a strong baseline understanding of the client’s current policies, premiums, benefits, and limitations. It allows agents to assess what is working well and where gaps or redundancies exist in coverage.
When asked early (or even before a formal meeting), it gives the agent time to prepare follow-up questions.
*Listening carefully here opens the door to identifying underinsured areas, unnecessary costs, or benefits the client may not fully understand. From there, agents can provide recommendations that can solve real problems.*
2. What concerns or frustrations do you have about your current coverage or past experiences?
This question invites clients to share their story. It encourages them to talk openly about billing issues, claims experiences, customer service challenges, or unmet expectations. These insights reveal what the client values most and what they want to avoid in the future.
This also helps uncover the client’s motivation for reaching out in the first place. Understanding “why” allows agents to tailor recommendations that directly address emotional and practical concerns, thus building trust.
3. When you think about the future, what do you want your insurance coverage to protect you from?
Rather than focusing on numbers alone, this question shifts the conversation toward outcomes and peace of mind. Some clients may mention medical expenses, unexpected illnesses, family protections, or financial stability.
Gaining this perspective helps agents move beyond generic coverage suggestions. Every client’s situation is different, and many underestimate their coverage needs. By framing coverage as protection against future stress and uncertainty, agents guide clients toward informed decisions that prevent costly situations later.
4. How often do you typically use healthcare services?
Understanding whether a client sees providers frequently or only occasionally helps agents align plan designs, networks, and cost structures with usage patterns. This ensures the client isn’t overpaying for benefits they don’t need or, on the other hand, underprotected when care is necessary.
5. Are there specific doctors, medications, or services that are important for you to keep?
This question is essential for health insurance planning. It helps agents confirm provider networks, prescription coverage, and prior authorization requirements (preventing surprises after enrollment).
*Use our handy Fact Finding Sheet to record and track client medical information – fully customizable to reflect agent branding.*
6. How do you prefer to manage your insurance payments and monthly budget?
Payment preferences matter more than many clients realize. Some prefer monthly payments, while others like paying upfront for longer terms to simplify budgeting or take advantage of discounts.
This is a valuable opportunity to educate clients on the benefits of automatic payments. Automatic withdrawals can help prevent accidental lapses in coverage and may even qualify clients for additional discounts. This question is relevant to help clients manage their coverage responsibly.
*For more information on client payment options, refer to “How to Pay Part A & B Premiums” and “Medicare Easy Pay”. If you need more guidance or have questions on payment options for specific product types, please reach out to our team.*
7. Have you ever had to use your insurance or navigate a claim?
For health and life agents, this question focuses on individual client experiences. Clients who have filed a claim often have strong opinions about the responsiveness, communication, and support they have received.
Their answers provide insight into what they expect from an insurer and where they may feel underserved. This allows agents to recommend carriers known for strong claims support and customer service (an often overlooked part of long-term client satisfaction).
8. What does “good coverage” mean to you personally?
Clients define value differently. Some prioritize low premiums, others want predictable costs, and some value access and flexibility. This question helps agents make recommendations with the client’s definition of success in mind, not their own assumptions on what may be best.
Client Focused Conversations Matter
Client-focused insurance conversations start with simple, intentional questions. When agents listen closely, ask thoughtful follow-ups, and respond with solutions based on the client’s answers, they demonstrate genuine care and professionalism. These conversations don’t just uncover needs – they build trust. Ultimately, these simple questions unlock the value of client-focused meetings, ensuring agents protect their clients’ best interests while building lasting, meaningful relationships.
For a physical, easy-to-use version of these questions, download our Coverage Checklist to record client answers and keep meetings organized!
