Overcoming Objections and

Answering Areas of Concern

Team Building Basics

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Preface
The material and information contained in this program have been formulated
using the knowledge and experience of some of the most successful leaders of
the Primerica Sales Force. The result is material that we hope will be helpful to you
in building a successful organization.
This program is not a directive telling you how you must build your Primerica
business. The only requirement that Primerica makes is that you operate your
business within legal and regulatory limits. As an independent contractor, this is
your business, and you decide how you will build it within regulatory and legal
requirements. The material presented in this program may help you to avoid common pitfalls of building a Primerica business, and facilitate you to achieve your
dreams sooner.
Please note:
All representatives answers are in italics
Lines (__________) denote where you should use your prospective clients or
recruits name;
All recruits or clients questions/objections/concerns are bold faced;
All recruits or clients answers and responses are bold faced;
The purpose of this program is to answer questions and concerns and help the
client make informed decisions that are in their best interest. It shows you how
to ask leading questions that encourage your clients to find the answers to their
own concerns.
This material is not intended to be an all-inclusive guide to building your business.
Use of other materials produced by Primerica will also add to your knowledge of
building a successful business.

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Introduction
The first step in overcoming objections is to understand what an objection is. Most
people view objections the wrong way. They see them as obstacles standing in
the way of accomplishing their goal. A true objection is a request for information.

The Fundamentals
To be fundamentally sound as a Primerica representative, you must master the art
of overcoming objections. Remember, an objection is part of the process in closing a recruit or sale. Objections define a prospects main areas of concern and give
you the feedback needed to answer their concerns and move towards the close.
Learn the appropriate responses to the objections that a potential recruit or client
can bring up. Your level of confidence and success in this business will increase
rapidly when you can answer every objection with confidence.

How to Overcome the Objection

The key to overcoming objections is to understand the difference between conditions and objections.
A condition is a valid reason for not accepting the representatives request. (No
money, uninsurable, cannot become a recruit because of criminal record, etc.).
An objection is an invalid condition used as a defense mechanism to slow the final
decision.
Determine if you have to answer the objection now or later. Many times prospects
will ask questions that will be answered later as you go through the presentation.
Question if the objection is really important right now and if they dont mind waiting until you cover it in just a few minutes or at the end of the presentation.
For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

For example: I understand, John, and with your permission, can I note that as an
area of concern and cover it at the end of my presentation? Would that be okay?
If they bring up the same concern twice, its real and must be handled immediately. Once you do engage the objection, use the FEEL, FELT, FOUND approach.
I know how you feel, John, however
I can appreciate your feelings, Mary. I felt the same way
That certainly makes sense, John. Let me show you what I found out....

Attitudes
Remember
Assume they want the program they just dont know it yet.
An objection is nothing more than a request for more information.
Expect objections but dont create them.
Isolate the final objection so you can resolve it.
If you dont know the answer, tell the truth. You will never know everything and
there is nothing wrong with admitting that. With that in mind, DONT fear the day
when someone asks you a question you dont know the answer to. Show them
you are listening; make them feel special, promise to provide the answer at a
later time. Always
- Repeat the question - gives you time to think and shows that you are listening.
- Compliment the client explain your position.
- Write the question down promise to find the answer.
- Ask questions to regain control.
- Continue with the presentation.
- Get back to them with an answer!

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

For example:
Is there a big difference between the rule of 72 and the rule of 78?
Mr. Client, that is a good question. As a matter of fact, Ive spoken to many families
and no one has ever asked me that question before. I do not know the answer to
that question but I can find out from one of the experts in my office. The next time
we meet I will have the answer for you. By the way, where did you hear about the
rule of 78? Whats its origin? What do you know about it? Great.

Use the six-step isolation method to handle

the final objection. DONT be defensive.
1. Hear Them Out.
Develop the discipline of waiting until youre sure youre hearing the real area of
concern. (Dont interrupt them.) One of the biggest mistakes a representative can
make is assuming they know the answer to the objection before the client finishes
the question. Giving the right answer to the wrong question might bring up another objection that the prospect wasnt thinking about. Wait until the client finishes
explaining the concern.
2. Feed It Back.
Feeding the objection back to the client ensures that you have comprehended the
statement, and are not interested in just closing a sale. It identifies you as a concerned professional who listens.
3. Question Its Importance.
Restate their concern in the form of a question making your client elaborate,
explain, and clarify their concern. Questioning the objection is a way of measuring its importance. Prospects may give an objection that isnt really a concern; it
For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

may be just a curiosity. Ask, Is the time it takes to get licensed really an important
issue to you? Get down to the true nature of the objection.
4. Answer the Concern.
A professional always knows the main areas of concern that a potential client
may have and is prepared to answer them when they are brought up. Be ready
to answer the question and be prepared with material to back up your answer.
Remember to be patient and empathetic. If you cannot answer an objection with
certainty, you may inform the prospect that you will get back with them. Be honest
and truthful. Treat the objection with respect and answer it until they are satisfied.
5. Confirm Your Answer.
Settle the objection. Do not assume that because you have provided an answer,
the prospect is satisfied with it. Confirm it. Ask, Did that answer your question?; That settles that, doesnt it?; or Is that all the information you needed or
would you like me to explain further?
6. Change Subjects.
Once an objection is heard, questioned and answered, make sure you shift gears
and go to a new subject. By the way

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Recruiting - Overcoming Objections

1. I Am Not Really A Salesperson.
Thats why you would be great. Because we are more in the business of educating consumers on how to get more value for their money, rather than making
transactions. You would be perfect for this business. Besides, you do like the idea
of helping families, dont you?
Yes.
If you could help them make a decision that is good for them and their families,
you could feel good about that, couldnt you?
I suppose I could.
You can learn how to do that, and you can rest assured that I will be with you
every step of the way until you feel comfortable. Is that fair enough?
It sounds good.
Great, we provide everything for your training. What I am going to need from
you is
2. I Dont Like Sales.
I understand how you feel; initially many people feel that way. Have you ever had
a negative experience with sales people?
Yes, I find them to be very pushy.
____________, I am sorry that you have had that type of experience, but I believe
that if you had the opportunity to deal with a professional sales person, your perception might be a little different. For example, have you ever purchased a product or service from someone and felt completely satisfied with the product and the
experience?
Yes, I have.

For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

How did you feel about that person after the sale was done?
Very good, but that was not the typical sales person.
That is the type of business we offer. You would be able to help families make
decisions that are good for them. You would not force a product on them that
they do not need. Once you are able to learn how to help families make good
decisions they will feel good about you also. You would like to help families make
good decisions, wouldnt you?
Yes.
Great, we provide everything for your training. What I am going to need from
you is
3. Is this sales?
Thats a great question, _________, Im so glad you asked that.
I never thought I would be in sales. I worked in a mine; I was a laborer. So I know
how you feel. I felt the same way until I found out that this business was just
about educating people, helping them understand their finances for the first time,
giving them information that would change their life for the better.
We also never sell on the first appointment. We simply educate and leave if we
can come back and show them a plan that is better for them in every way then they
decide to do business.
All we ask is that they refer us to people they think deserve the same great information.
Isnt that unbelievable?
What I found out is most people are afraid of sales or commission like I was until I
found out how great it is. You can make as little or as much as you want to. The
company sends you on world class incentive trips. You can work your own schedule. You dont have to be stuck in traffic during rush hour for 40 years of your life.
In our company we show people how to save money and redirect what they are
already spending so they can save for retirement. Our clients dont treat us like sales
people because we help change their life for the better, isnt that unbelievable?
For internal use only. Not to be used with, or distributed to, the public.

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

4. I Dont Have The Time.

I understand. Most people are very busy these days. I can really appreciate what
you are saying, because I would much rather work with someone who is busy,
than someone who is not. If you dont mind my asking, is there any activity you
could sacrifice in order to achieve financial independence for you and your family?
Well, we bowl on Tuesday, and spend time on other nights watching T.V.
with the family.
I think that is great. I spend as much time with my family as possible. But,
________, let me ask you this, which one of those things you just mentioned is
more important than your family achieving financial independence?
Well, none except spending time with my family.
I completely agree. If I could show you how to take that small amount of time and
get started in business without taking away from your family, would you consider
that to be of benefit?
How much time exactly does it take?
How much time do you have?
Can I do one night a week?
Sure, I can begin to train you with one night a week. Here is what we need to do
to get you started.
OR
I understand. Do you know many of my clients have the same challenge? It seems
theres just not enough time to do the things we need to do. But do you know that
most individuals work 40 years? Thats almost 100,000 hours. Yet, on average,
they only invest about two hours figuring out a plan to keep more of the money
they make.
OR
Why do you think you dont have the time? Wait for the answer.
For internal use only. Not to be used with, or distributed to, the public.

10

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

I can understand that. Balancing between the obligations of family and work can
get pretty hectic.
____________, what is your work schedule like? So you are off at __ (time) and on
weekends? Wait for the answer.
Although I am sure you are tired, you do have times when you are available, is that
correct? Wait for the answer.
So its not as much an issue of time, as much as it is whether that time invested
with us will be worthwhile. Wait for the answer.
How much extra income on a monthly basis would you need to bring in to make
that time working with me be worthwhile? Wait for the answer.
So will you than give me the opportunity to help you earn $___________?
5. I Dont Know Anything About Financial Services.
Thats very good, ______________. I know how you feel, I felt the same way, but let
me show you what I found out. Over the last ten years, the financial services field
has changed so much, that we prefer to work with new people who are without
bias and who have a fresh perspective. It is more effective for us to train someone
new than to retrain an experienced person who has the wrong information. That
makes sense, doesnt it?
Yes, it sounds good.
Besides, if after two hours you gained a lot of basic information about how mutual
funds and other financial products work, wouldnt you agree that if we spent more
time educating you, that you would have a better grasp of what the business is all
about?
Yes.
Great, we provide everything for your training. What I am going to need from you
is
OR
I understand, _______________. Let me ask you a question, were you born with
For internal use only. Not to be used with, or distributed to, the public.

11

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

the knowledge and skill necessary to be a surgeon or did you learn it?

I learned it, obviously.

Great because working with us would be no different. We offer all of the training
and information that a person would need to become skilled and build a business.
The only ingredient we dont provide is desire. And you said that you would like
to be involved in something that could change your life. If we could do all of your
preparation, training, and provide you with the direction needed for success, you
certainly would want to take advantage of that opportunity wouldnt you?
Yes, I would.
Great, we provide everything you will initially need. What I am going to need form
you is
6. I Want To Spend Time With My Family.
I understand, ___________, but are you more concerned with quality of time or
quantity?
Quality.
So am I. I realized that most people get home from work after 5:30 pm, eat dinner
between 6:00 and 7:00 then proceed to watch TV until 10:00 or 11:00. If this were the
case we would have to admit that there is not a lot of quality, just quantity, correct?
You are right.
Wouldnt it be better if we could invest a couple evenings a week into your familys future and set an example to your kids? In order to improve your quality of life,
you need to do more than what ordinary people do and dare to have a great life.
I mean, if the return on your time were worth it, you would find the time wouldnt
you?
Yes.
So your real concern is that your time pays off, isnt it? Yes. If I can show you
how it can, I assume you will give it a shot?
For internal use only. Not to be used with, or distributed to, the public.

12

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

I guess so.
Great, let me do that for you.
OR
______________, if I could show you how to invest a little of your time today into
building a business that would provide financial security for you and your family
in the future, would that be worth it? I mean, if you were financially secure, you
would be able to enjoy unlimited amounts of quality experiences with your family,
correct?
Yes.
If that were the case, then the small amount of time you would invest would be
worth it, right?
Well, how much time are we talking about?
How much time do you have?
Can I start with just two nights a week?
_______, that is plenty of time to learn. Let me show you how to get started.
7. If Its So Good, Why Isnt Everyone Doing It?
_____________, would you agree that there are a lot of things that are good for
us that we dont do? Things like exercise, eating the right kinds of food, but they
require discipline, dont they?
Yes.
Well the opportunity I am offering you with Primerica is a lot like that. It requires
discipline to succeed. However, you arent alone. We have an incredible training
system.
OR
Thats a great question, _______________. I am glad you asked that. I thought the
same thing. What I found out is that most people are lazy. Most people would like
something if it were easy. They would like to get in shape or lose weight but wont
For internal use only. Not to be used with, or distributed to, the public.

13

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

exercise or eat right. You will start to understand that it is awesome that most people wont because that is why you and I have a chance of a lifetime. Success and
winning is voluntary you dont have to do it. Thats why most people dont do it.
Because only certain people decide to do it we have the opportunity for unlimited
income. Thats why I thought you would be so great at it!
8. It Sounds Too Good To Be True.
I know what you mean, ______________, I felt the same way at first. What I found
out was, its just like anything else. The more you put into it the more you will
receive.
Did you ever know anyone who joined the gym or went on a diet and said it didnt
work? They do work, however most people lack discipline dont they?
The only thing this company cant give you is desire! We are looking for motivated
people who want to change their life. I dont know about you but I can remember
wishing or praying that something would just come into my life. A chance, a shot!
Primerica gave me that shot. Are you the type of person who has ever wished that
something would come along? Primerica was built for people who want to have
their dreams come true. The greatest thing is, it is so good for the consumer and if
you do the research you will see that we are doing whats right for the consumer.
I think you would be so great at our business!

9. Is This Commission Only?
How do you feel about commissions?
I love it.
Great, then you will do well with us, because our compensation is production
based, and you already agreed that everybody needs at least some of what we do,
right?
Yes.
Great, I am excited about working with you.
OR
For internal use only. Not to be used with, or distributed to, the public.

14

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

How do you feel about commissions?

I hate it.
Great, then you will do well with us, because our compensation is production
based, and you already agreed that if most people saw what we did, they would
do business with us, right?
Yes, I did.
Great, then I am excited to be working with you, training you and teaching how to
tell our story, so that we can be more effective in our crusade to help families.
10. What Is This About?
We show people how to save money, become properly protected, how to get out
of debt, and how to start their own business in Primerica.
OR
We show people how to become debt free, financially independent, and obviously
properly protected.
11. I Dont Know A Lot Of People.
Well, let me ask you this, if you were getting married tomorrow who would you
invite to your wedding? Be quiet, let them think about it and then start making
their list.
OR
I am so glad you brought that up ___________.
Relate your personal story.
I was new in town and didnt know anyone either. We teach you the skills to
develop your business. We dont do any cold calling or door knocking. I wouldnt
do this business if we had to do that. I love this business because as we meet
people everyday in our daily routine we talk to them about building a business. You
are going to love it.

For internal use only. Not to be used with, or distributed to, the public.

15

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

12. Isnt It Like A Pyramid?

Absolutely not. Our agency structure is similar in many respects to the general
agency system used by most insurance companies in which agents, at different
levels receive proportionate commissions from the business written by down-line
agents. No compensation is paid for recruiting only for sales. No one is required
to purchase our products. We are different in that we offer qualified people the
opportunity to work part-time as independent contractors. We are proud of our
innovative distribution system. It has enabled us to successfully deliver term insurance to a huge under-served market.
OR
Let me ask you a question. Does the company you work for have different levels of
management?
Yes.
And do these managers at various levels get compensated according to their ability to get lower level employees to do their jobs?
Well, yes.
And do the higher level employees get paid more than the lower?
Yes.
What is the probability of becoming a vice president for new employees?
Pretty slim.
So from what you told me, it sounds like you work for a pyramid because our company works the same way yours does, except with us, you have a clear cut way to
advance. And thats more attractive isnt it?

For internal use only. Not to be used with, or distributed to, the public.

16

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

OR
ALWAYS relate this to something they can relate to.
Thats a great question, ___________, Im so glad you asked. Youre in construction
arent you? So, framing houses by yourself, you could only frame so many.
How much money could you make doing this? $50,000-$60,000.
Now, ____________, lets say you own the company and you have 30 or 40 framers.
You frame 100 - 200 more houses what would you make that year? $200,000$300,000. Thats the same as our company the more volume you do through your
organization the more money you will make. You have the opportunity to build a
company within a company. Isnt that unbelievable?
13. I Need To Check With My Husband Or Wife.
Well, you should talk to your spouse or your partner. Youd definitely want to get
them involved, let them know what youre doing, especially if youre going to be
out late at night. In fact, why dont we set up a time to meet with you and your
spouse?
You wouldnt want them to explain it to their spouse. You want to be the one to
do it because you can explain it better.
Thats fine. Ill tell you what. If you both could meet with me on Tuesday at 6:30
PM or Thursday at 7 PM, which is better for you?
14. I Want To Check You Out First.
Awesome! I have found from experience that many people do business with
companies without taking the time to find out about them. Not to be assumptive, _____________, but does this mean youll be reading what major publications
have written about us, such as Business Week, Smart Money, In House Business,
Premier, and Success magazine to name a few?
Does that also mean, you will be going to the websites of the BBB, FINRA, and the
Departments of Banking and Insurance for your state?
So I should probably follow back up with you in two or three days, right?
For internal use only. Not to be used with, or distributed to, the public.

17

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

15. My Family/Friends Say It Doesnt Work.

So your friend/family worked with us and obtained their licenses?
Did they create any clients?
Did the company not pay them?
___________, would you agree there are many people who enroll in college, but
never graduate?
Do you think thats because of the college or the person?
____________, the same philosophy applies here.
____________, can I be serious with you for a second? Do you make it a habit to
base your success on someone elses abilities or your own?
So why not do the same here?
Are your family/friends successful business owners and totally debt free and financially independent?
16. I Want To Think It Over.
Thats fine, ____________, Obviously you wouldnt take your time thinking this over
unless you were seriously interested, would you? Just to clarify my thinking, what
part of the opportunity do you want to think over? Dont pause after the word
over. Is it the company, our concepts, or just the uncertainty about making a
change? Handle the concern and begin re-closing.
17. How Are You Doing At It?
Unbelievable! I have changed my income potential forever. You see, I am currently
cash flowing my business at a rate of $___________ per year. But whats more
important is how well you do at it. After talking with you and getting to know you,
For internal use only. Not to be used with, or distributed to, the public.

18

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Im confident you have all the skills you need to be successful if you choose to
be. With your credibility and my ability, there is no way you can fail if you put the
required effort in. The only question is this: Do you choose to be successful?

OR
Great, I have completely changed my income potential forever!
Whats even more exciting is how well you can do at it.
Tell them why you believe they can be good also.
18. Is This Multi-Level?
____________, do you like the idea of multi-level?
So you like/dont like_____(re-state what they say)
Great, youll love our company. You see, with us you must get licensed to market
our products. We also have a comprehensive training program.
____________, you dont see anything wrong with giving others the same opportunity you have, do you?
So how soon would you like to get started?
19. Has Primerica Financial Services Ever Been Banned From Selling In Any
States?
Neither Primerica Financial Services, nor any of its predecessors nor Primerica Life,
have ever been prohibited from doing any business in any state at any time.
20. A Lot Of Primerica Representatives Are Part-Time. Does This Mean They
Are Not As Knowledgeable As Other Industry Agents?
All Primerica representatives, whether full or part-time, must meet the same state
insurance licensing and education requirements as the agents of any other company. Our representatives are able to take an educational approach to marketing
our products. This allows our representatives to put the needs of their clients first.
For internal use only. Not to be used with, or distributed to, the public.

19

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

21. I Talked To Somebody Who Used To Be In Primerica And They Didnt

Make Any Money.
Well ______________, let me ask you a question, if I was going to college, should I
talk to someone who dropped out or someone who graduated?
Someone who graduated.
If I was going to take karate lessons and join a karate school, should I go speak to
someone who joined the school and quit four days later or should I go speak to
someone whos in the school?
Someone who is still in the school.
Ask them, What do you mean, did the person ever get licensed? Did they ever
become a Regional Vice President?
Oh, yeah, they went to licensing school.
But did they ever get fully licensed? You see, until youre life licensed, securities
licensed, long-term care until you get licensed across the board, its like getting
in a boxing match with your arms and your legs tied behind your back and all right,
lets fight. So get together with someone thats been doing it and has a track record
and get more information from them.
22. I Knew Someone Who Tried This And It Didnt Work For Them.
________, Primerica is a company open to everyone but not for everyone. Perhaps
he/she needed to develop more people skills, self confidence, etc. People try a lot
of different things and some just dont give it enough time or effort. Thats like people going on a diet or exercise program and saying it didnt work! More likely they
probably lack the effort or just gave up.
For internal use only. Not to be used with, or distributed to, the public.

20

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

What excited me here was it was already proven. We had people making hundreds
of thousands of dollars and I thought if they could do it so could I. This company
already has 100,000 representatives from all walks of life. Isnt that unbelievable?

23. I Did Some Research On The Internet And There Were Some Things
About Your Company And It Wasnt Good.
_________,thats a great question, Im glad you asked, because people read it in
print they think its true, but anybody can put anything on the Internet. We encourage people to get the facts, go to www.primerica.com if you want to find out about
our company. You want to do this research, youll see that what we do makes
sense.
Remember, we work in a regulated industry and we have to be licensed by our
states or provinces.
_______________, were these things written by people who work with our company
or by competitors whose business we replaced?
I dont know.
Well, the two types of people that write those Internet articles are:
1. People who have tried the business but didnt work and want someone to blame;
2. Other people who are our competition.
24. I Dont Think That This Is For Me.
This is where their lack of belief and fear starts to kick in. They are looking for all
the reasons they cant do it. They only need one reason to do it. You need to help
them find that reason! When they are saying, I dont think I can we always make
them think of the possibilities. What if? How great life would be. No risk! Keep
your job! Start part-time! Isnt that unbelievable!
25. I Knew Someone Who Had A Negative Experience With Primerica.
Ask more questions. Find out the concerns.
For internal use only. Not to be used with, or distributed to, the public.

21

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

______________, Im sorry to hear that. What can I do to fix it?

Im glad you brought that up, ____________.
Our company is set up similar to a real estate firm. Each office has different training
styles, even if we are all under the same company name. I am very proud of our
company and I would like the opportunity to show you our system how we are
set up, how we help clients. Then at the very least, you may feel better about our
company. Would there be a time I could pop by and share some information with
you?
26. I Have Already Talked To One Of Your Representatives.
Congratulations, then youre already a client, arent you?
Well no.
I am sorry. I apologize. They must not have done a thorough job and shown you
that we have the finest and the most competitive products in the industry or you
would be a client already. Did you know that our company has saved families thousands of dollars in interest payments and gotten families out of debt years and
years earlier?
Well No.
We do that by making simple changes from the products and services that you
are now using. Now if you could put extra money in your pocket over your lifetime,
would it be worth your while to explore that possibility?
I think so.
Great, what day would be best Thursday or Friday?
27. I Heard Your Company Is Limited In Their Products And I Could Make
More Money Working For Another Company.
__________, I dont care where you work my only concern is you first understand the products you sell before you ever get involved in the financial services
industry.
For internal use only. Not to be used with, or distributed to, the public.

22

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Fifteen to 20 years from now if you have sold their family members whole life or
universal life, and the clients have been devastated financially because of what you
did to them, they are going to be very upset with you.

What I love about Primerica is we do whats right 100% of the time and we always
put the client first. Term is the only life insurance they should ever own.
By working with Primerica, we have changed so many lives and can feel so
proud of how we have served them. We can hold our heads up high and not be
ashamed as we would have if we would have ripped them off selling whole life or
universal life strictly for a commission.
Primerica is not limited in its products. It only sells whats best for the consumer.
Yes, you could make more money with another company selling the same client
a whole life or universal life policy, but you could devastate that client financially.
I still cant believe people could do that for a living.
Thats why I love working for Primerica because we do whats right 100% of the
time. Thats why I think you would be so good at this because you seem like such
a good person.

For internal use only. Not to be used with, or distributed to, the public.

23

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

New Recruits Overcoming Objections

All new people have similar objections when they first get involved.
It is very important to remember HOW YOU FELT. You were excited but scared,
lacking confidence, unsure, skeptical.
Our job as leaders is to have the new people understand that the opportunity is
for real.
It does work and it could change their life forever if they just got to work and
built a business.
Remember the importance of FEEL, FELT, FOUND
I understand how you feel.
I felt the same way
Until I found out about this, this, and this.
First of all, your new people should like you and trust you and feel comfortable
so they will ask you the questions or tell you their concerns so they can move forward!!!
The worst thing is for you to have a great person show up, say they liked it but
you never see them again. THE REASON this happens is they didnt understand
something and didnt get clarification!
1. I Want To Wait Until I Get Licensed Before I Go In The Field
Why?
Because I dont want to lose the commission if we do business.
For internal use only. Not to be used with, or distributed to, the public.

24

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Let me ask you a question. If you had family and friends that were sick, and you
were in medical school, would you wait until you became a doctor to get them
help?
No
Why?
Because that would be selfish.
Exactly. Its the same thing here. It is very important that we plant the right seeds
and help the people we know and love right away!
OR
Im glad you brought that up______________.
If you were to get your drivers license without ever getting behind the wheel that
would be scary wouldnt it? We teach you hands on. Its our job to build you a
business and teach you all the skills before you get your license. Through our training process you will learn how to handle objections, do the paperwork, close sales,
and train other people before your license even comes in and that just makes
sense doesnt it?
2. Do I Have To Come To Every Meeting?
_______________, the most important meeting that you need to come to is the next
meeting. Coming to the meeting is like working out. You know when you work
out it physically improves your body if you do it right. Its the same thing with eating. Just like you need to feed your body, you need to feed your mind because
you need to become a student of our business. We need to reprogram the way we
think. How to become an entrepreneur? How to become more positive? How to
think about owning and operating your own business? If you take a college course
and your college course lasts 12 weeks and you miss nine out of the 12 weeks,
how good are you going to do in that course?
Not very good.
Exactly. For the first 90 days its very critical that you show up on a week night for
For internal use only. Not to be used with, or distributed to, the public.

25

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

a business briefing and a Saturday morning for training. After 90 days, well all sit
down and reevaluate your schedule and our schedule and see if it makes sense for
us to continue.

3. Do I Have To Talk To My Friends And Family?

We have a major financial impact in peoples lives. Everybody needs to get out of
debt. Everybody needs to save money. Everybody needs a financial blueprint. The
thing that youve got to ask yourself is would you rather help people that you
knew or people you didnt know? Obviously, if we could show you how to get out
of debt sooner or cheaper; if we could show you how to set up a college fund for
your kids; if we could show you how to protect your family; if we could show you
how to get a better rate of return on your money wouldnt you tell people you
knew?
Of course
_______________, if you opened up a restaurant, would any of your family members come to your restaurant? Would you say, Hey, I just opened up and I am
trying to feed only people I dont know.
I would want everyone I know to come.
So doesnt it make sense then that the first people you need to talk to are people
you care about?
Yes it does.
4. Spouses Or Parents Tell Them: Its Not For Them; It Wont Work; Dont Be
Silly, Get A Real Job.
This objection/concern doesnt come directly, but if not handled beforehand you
never get to move forward with the new associate.
For internal use only. Not to be used with, or distributed to, the public.

26

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

_____________, your friends and family are not going to fund your retirement, or
send you on trips around the world. Please dont listen to people who have not
taken the time to study our industry, our business edge, and our competition. Ask
a successful business owner if you should go into business.
Use yourself as an Example: My dad told me not to do this; to quit and get a
real job. Eighteen months later, he said, I hear you are doing good.

5. Do I Have to Recruit?
Thats a great question, ___________ I am glad you asked that.
I felt the same way in the beginning I wanted to help people and educate them on
their finances but I didnt want to recruit anyone. If all you want is to get your license,
educate yourself on personal finances and help a few people here and there thats
quite alright. Over time I started to understand how great the system is. I understand
we could give others the same opportunity to go into business; to earn extra income;
to have the opportunity to change their lives. It did take me some time also but I
believe the greatest gift you can give anyone is the opportunity at Primerica.
6. Why do I have to get my partner involved?
Thats a great question, ____________ ! I am glad you asked that.
I didnt understand that either, until I started to understand and look at it like a

For internal use only. Not to be used with, or distributed to, the public.

27

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

business. I am not saying he/she has to get licensed we just want him/her to
understand what this is all about. Lets say you own a convenience store and
your employees dont show up. Would your partner have to go in and help,
___________? Would she understand? Well this is a business. I am so thankful my
wife gave me the time in the beginning and understood I was out in the evenings
to help better our lives, not just hanging out with the boys. I retired her from her
job at age 23 and we have worked our Primerica business together for the last 15
years. Thats what I really want for you and your spouse!

Appointment Setting Overcoming

Objections
Overcoming objections when you are face-to-face with a potential client or recruit
is a lot less difficult than overcoming objections to set an appointment over the
phone. When you are face-to-face, it is easier to move toward the close.
1. Im Not Interested.
Thats very interesting. You know, _________, I have found that it is pretty difficult
to have interest in something if you know nothing about it. Usually when someone
says they are not interested, it usually means they are very busy and dont have the
spare time to listen to what we have to say. Is that how you would say it is?
Yes it is.
I know how you feel. We are so busy that we cant spend any spare time on
something that we dont feel would be beneficial. But if it were something that
could really impact our lives in a big way it would be silly not to at least invest 15 to
20 minutes exploring it, wouldnt you agree?
Well, yes.
__________, I am very sensitive to how busy a person you are, but I also feel that
the information we offer is invaluable. I would like to ask for just 20 minutes of your

For internal use only. Not to be used with, or distributed to, the public.

28

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

time to share our concepts, and if after 20 minutes I am not able to offer you substantial value, I will leave. But, __________, I know that you will be able to benefit
from our concepts greatly. So what day is better for you, Monday or Wednesday?
2. I Really Cant Afford To Waste Any Time.
I understand how you feel. What you are saying is that your time is too valuable to
spend on anything that you dont see to be of benefit, is that correct?
Yes it is.
_________, I dont mean to be presumptuous, if you had to place a dollar value on
how important you felt your time was, would you at least say your time is worth
$10 dollars an hour. (Get an idea of how much they feel their time would be worth)
Yes, I would say so.
Well, _________, I am only asking for 20 minutes of one of your hours. And if after
20 minutes you dont find any value in what I offer, then all it will cost you is 20
minutes of your time. Fair enough?
That sounds good.
Great, which day is better for you Monday or Wednesday?
3. Whats This All About?
Its about making money, saving money, and getting out of debt.
What we do is offer families a comprehensive financial program. For example, we
look at the areas of debt, retirement and protection needs and help families with a
program to accomplish their stated goals. Which one of those areas are of most
concern to you?
IF they say
Getting out of debt
It is funny you should mention that, debt elimination happens to be the area of
greatest concern for families today. What is your scheduled debt free date?
I dont have one.
Congratulations, you are normal. If I could offer solutions in that area, would you
find that to be a benefit?
For internal use only. Not to be used with, or distributed to, the public.

29

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Yes.
Great, I am excited about sharing this information with you.
IF they say
Retirement savings.
Its funny you should mention that because that is the area where we are able to
offer families practical solutions. Do you know your FIN number?
Whats that?
It is the exact amount of money you need to accumulate at retirement to fully
control your life and your finances. Obviously, you feel that having that number is
important, dont you?
Yes.
Great, I am excited about offering you solutions in that area.
4. Can You Mail Me Some Information?
I certainly could, but let me ask you a question. Are you basically concerned that
in my visit I may waste your time or ask you to get involved in something that you
feel would not be worthwhile?
Possibly.
Well let me assure you, that is not my intention. In my visit to families, I always
offer information that is valuable or at least relevant to their main areas of interest.
If I were able to do that and not ask you to get involved in anything that you did not
find to be valuable or beneficial, would you then feel that my visit would be worth
your time?
Yes.
Great, then I am excited about sharing our concepts with you.
5. Can You Call Me At Another Time?
I sure could. But let me ask you a question? If I call you tomorrow, when in the
future do you think we would be able to get together?
For internal use only. Not to be used with, or distributed to, the public.

30

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Well, perhaps on Friday.

Great, just so we dont waste any time, lets go ahead and set a tentative appointment for Friday. If anything comes up for you, then you call me and we can
reschedule. But if not I will assume that Friday night is fine and I will be prepared
to meet with you unless I hear from you stating otherwise. Fair enough?
Yes.
Does 7:30 sound fine?
6. I Dont Want To Buy Anything.
Thats perfect. I understand how you feel, most people these days are very
concerned about getting involved in something that would not be a benefit to
them. Is that how you would say it is?
Yes.
Well let me assure you that, asking you to buy something is the last thing that I
would do. I would like to visit with you to share with you our concepts. If something I do interests you, thats fine, but if not, thats fine also.
OR
I know how you feel most people have felt that way. But what we have found is
that, for most families, enhancing their financial program is not a matter of spending more money. On the contrary, it is just a matter of redirecting their current
money to better achieve their goals. If we could show you how to get more value
out of what you are currently spending, would you find that to be of benefit?
Yes.
Great, then I am excited about sharing our concepts with you.
7. I Already Have A Financial Plan/Program
That is great. Obviously you are the type of person who strives to do well and keep
improving, is that correct? [Note to Rep: Primerica representatives are not financial
planners. You cannot state or imply that the FNA is a financial plan.]
Yes.
For internal use only. Not to be used with, or distributed to, the public.

31

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Now, if there were areas in which you could improve, you obviously would be
eager to explore that possibility wouldnt you? Sometimes, we are able to offer
families solutions that are substantially better for them than what they are currently
doing. How do you think those families feel after they have explored and then
made substantial gains in their financial programs?
They obviously feel good.
They certainly do. In meeting with you, I would compare your current program
to your stated goals and try to offer you more efficient solutions. If I can help you
great, if not, that is fine also.
OR
Is this plan the first plan you have ever had or did you switch to this one after
you found it offered you more value?
I had a previous plan.
Great. Just as you switched to your current plan for more value, if a program that
was better for you existed, would you at least want to explore that possibility?
Yes.
Great. Then I am excited to share our concepts with you.
8. I Have A Financial Planner
Obviously you feel you are doing as well as you possibly could. But if you werent,
you would want to know how to improve wouldnt you? If youll allow me an
opportunity to complete a Financial Needs Analysis for you I think wed be able to
better determine how well things are going for your long-term objectives. The FNA
is like a roadmap from today to retirement, and its a complimentary service. We
might be able to make some substantial improvements. If not, you havent invested
a thing and, you have nothing to lose. Is that fair? Great! What Ill do is come by
and show you and _______ what the FNA is all about and gather some information
from you. I could arrange to meet the two of you on either Thursday evening or
Saturday afternoon, which will fit into your schedules?
For internal use only. Not to be used with, or distributed to, the public.

32

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

9. I Am Collecting Unemployment.
Thats ok__________, keep collecting and let the Employment Development
Department office know:

During the day you can and will keep looking for your full time job.
Youre learning a new skill, off normal work hours.
Youre starting part time, evenings and/or weekends.
Youre a 1099, independent contractor.
Youll be getting unpaid training.

Life Insurance Overcoming Objections

Defending Against Misinformation
Unlike many other things, such as electricity or medicines, that make our lives
safer today than they were generations ago, life insurance has no limitations
regarding its availability. The world will never run out of life insurance. What is
scarce what the world needs more of are people who can help others face
their need for life insurance and motivate them to act in their own interests.
Just as every day many people with sizable estates die without having completed
wills, so do thousands die without adequate life insurance, leaving the ones they
love facing not only grief but also financial hardship. A Primerica representative
who can help clients consider and prepare for unpleasant possibilities, is performing a great service and, potentially, changing many lives in the process. In the
course of talking with clients, you will face clients with concerns and even objections. Be confident that you can meet these questions head on and help your clients design a protection management solution that is right for them.
1. Im Already Covered Through Work
Oh, is that right? Thats fantastic! Let me ask you this is your job guaranteed
for the rest of your life? Wait for the answer.
If you were to leave, or something were to happen to your job, would you get to
keep your insurance? Wait for the answer.
For internal use only. Not to be used with, or distributed to, the public.

33

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

So, it would make sense to have coverage that you control outside work, wouldnt it?
OR
Listen, a lot of our clients who have life insurance with our company also get the
group life insurance at their job, usually for free or for a very reasonable price.
Group life insurance through work is something good but to be looked at as additional protection, NOT as a real, individual life insurance policy. Why? Here are a
couple of questions:
How long do you think you will stay at the job or company?

In addition, isnt it true that whatever an employer can give you, an employer can
take away?
Yes.
Also keep this in mind; since the employer is the policy owner, not you, the
employer is in control of the policy. A real, individual life policy is one you can control because you are paying for it through your checking account, not your payroll.
Financial publications and experts always teach people that group life insurance is
not like a 401(k) that can be transferred if you leave the company. Most group life
policies are not portable, and if they are, they raise the rates extremely high so that
you cant afford it when you do leave the company.
You should not leave the financial security of your family, in the case of a death, in
the hands of your employer. We always recommended that you have an individual
policy to protect your family. Doesnt that make sense?
OR
Is that policy adequate to replace your income in the event of your death?
What if you were to lose or change your job? As a rule of thumb, life insurance for
those with families, should replace between five to ten times their annual income.
OR

For internal use only. Not to be used with, or distributed to, the public.

34

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

How much coverage do you have at work? (Usually it is between one and two
times annual income) Is that amount adequate __________? How long will that
money last if something happened to ______________?
Any coverage that you have at work is wonderful. Congratulations, thats gravy.
But do you see yourself still working there in the next 25 or 30 years? Have you
known anyone, who was laid off, cut back or dislocated, or whatever they call it?
One of the reasons that we found out why people end up financially devastated is
that they have abdicated their financial future to someone else. They abdicate their
financial responsibility. They think, the government will take care of me, or my
job will take care of me. If you dont take care of yourself, who will? If for two or
three dollars a day we can properly protect you, would you go ahead and get the
coverage you need?
2. Right Now, I Am Interested In Starting An Investment Program (IRA Or
College) First, And I Will Think About The Life Insurance Later...
I understand how you feel. You want to save money rather than pay for something
you may think you dont need or that you dont need right now. But as a licensed
representative with our company, we will build your financial house in the correct
order. Let me explain to you why. Imagine that you invested $100 monthly over
three years and, God forbid, something happened to you. I know this is hard to
understand because no one believes they are going to die, but the reality is that we
all will. We just do not know when. So, because you chose to only do the investment part of the plan, at $100 dollars a month, you would only have a little over
$3,600 put away. Here is the serious danger. How long will $3,600 last your family
with all the monthly bills that you have?
Wait for the response.
What I am trying to make you aware of is that it goes back to the foundation of
the Financial House Concept. A financial house is built by laying the foundation
(income protection) properly so that if something ever did happen in either three
days or 10 years from now, your family is financially protected. The right way to do
it is to budget in the cost of the life insurance first and then invest for the future. By
For internal use only. Not to be used with, or distributed to, the public.

35

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

the way, asking me to build your financial house starting on the roof is like you asking a homebuilder or architect to build a real home starting on the roof violating
every code and all the building laws that exist. No builder would allow that because
they are the expert. They know how to build a home and they will only do it the
right way. It is the same with me. Im your builder when it comes to your financial
objectives and I will help you build a strong and correct financial program, but we
need to start from the bottom and work our way to the top.

3. I Want To Talk To My Agent Before I Switch Plans

Well let me ask you something. In the comparison we have done for you, is it
obvious that we can give you more value for the money youre currently spending? Ok, so your current life insurance company didnt show you this better option
when they sold you this plan? In other words, do you believe they gave you the
best product they had? They would NOT have given you something less than the
best for you, right? And what we have just offered you is obviously much better for
you, numerically speaking, isnt it?
What Im saying is that Im giving you the best product our company has to offer
from the very beginning. It sounds, to me, that you may consider keeping your
business with a company that will only give your their best deal IF you called them
and told them that you might be switching to another company. I would not do
that. I would go with the company that is trying to better my financial situation and
give my family more coverage for less money and a better overall plan from the
very beginning.
Besides, what we need to do first, even before you talk to your agent, if you still
insist, is to see if you qualify for this better policy with our company. After we know
that, if you still want to compare it against something they may offer you, at least
you will have the actual policy in hand to compare. So, let me suggest that we
send out an application to our Life Company today so that they can do the underwriting and see if you qualify for the product. Doesnt that make sense?
For internal use only. Not to be used with, or distributed to, the public.

36

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

OR
I understand. Your agent has always had your best interest at heart hasnt he?
Yes.
Then I am sure he would have offered you the very best product his company has
to offer. Wouldnt you agree?
I guess so.
By the way, the concept Buy Term and Invest the Difference is at least 30 years
old. So if your agent knew about term and didnt offer it, would you want him as
your agent?
No.
So, given all the facts, if your agent truly had your best interests at heart even he/
she would encourage you to make the change. Wouldnt you agree?
Yes.
Great, whom shall we make the primary beneficiary?
4. I Want To Think About It Before We Get The Life Insurance
When this comment comes up, there is usually some kind of concern about cost.
Find out what it is! You might want to offer a lower quote by reducing the coverage, or perhaps do something better and offer them the same coverage with a
shorter term, perhaps a 25 or 20, or even a 15-year policy with the same coverage. Ask if it realistically fits into their budget. This objection is usually a financial
concern so get to the bottom of it.
Ask
Do you mind just letting me know exactly what it is that you are concerned about?
Let me see if I can help you since Im here now. Is it the cost, or perhaps, the
amount of coverage we are offering you? Maybe you feel you have reliable coverage from your employer, or some concern about your health or requirements to
get the policy issued. Exactly what is it that concerns you?

For internal use only. Not to be used with, or distributed to, the public.

37

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

5. I Dont Believe In Insurance.

I understand, ___________. However, as a responsible person, you do believe in
taking care of your family while you are alive, dont you?
Yes, I do.
After all, the reason you work so hard is to provide for those who depend on you,
wouldnt you say?
Yes.
With the understanding that your financial responsibilities to your loved ones would
not end just because you are not here, you wouldnt want to penalize your family
for having the misfortune of losing you, would you?
No, I wouldnt. But I dont believe in life insurance.
I see what you are trying to say. _________, if there were no cost to you, would
you want to continue taking care of your family if you died prematurely?
Yes, I would.
The real reason for not going ahead is cost, isnt it?
Yes.
Well, ________ we have several options. Lets see which one will fit into your budget.
OR
_____________, Tell me why you dont believe in insurance ? Clarify the concern.
If you had a fire, how would you replace your home? Wait for the answer.
If you had an accident, how would you replace your car? Wait for the answer.
Whats more valuable than your car/home combined? Your income. Whats more
important to your family, your car or the income youll bring in over the next 30
years? Wait for the answer.
Wouldnt your familys peace of mind knowing youve laid the right foundation in

For internal use only. Not to be used with, or distributed to, the public.

38

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

your financial house be worth a few dollars a day?

6. What Happens After My Term Is Finished? Do I Get My Money Back And
Does The Price Go Up?
This is a common question so let me explain to you how our insurance, and in
reality, how most term insurance policies work. After your INITIAL level premium
term is up, your policy continues regardless of your health to age 95 and age 80 in
New York. At that age, or even before, you can exchange your policy for a renewable term or decreasing term to age 100.
Your price will go up after the initial term and at certain ages after that term is up.
Many clients who continue their policy usually do so for less coverage. They
reduce their death benefit, at that time, since their children have grown up and
their home is probably paid off.
What I want you to understand is that most term life insurance is just like homeowners insurance, and auto insurance. If you dont crash or have an accident or
use the insurance, they dont return the premiums to you. That money was used
to pay for those who did have a claim. Term insurance is not like a deposit or an
investment thats waiting there for you in the future.
However, there are life insurance policies that accumulate cash values. This
doesnt mean that you get all your cash back. Those policies, compared to the
same coverage that I am offering, are usually much higher in price per month than
a simple term policy without cash values. You see, the values that accumulate are
made up of the premiums you pay, minus the cost of insurance, like term, plus
interest on the amount you paid over the cost of the insurance. Most people are
not aware of that.
In fact, most experts teach people to purchase the type of policy that offers real
life insurance only, because the premiums are low enough so that people can get
the correct amount of coverage, at an affordable premium. Then, if they invest the
difference from what a cash value policy would have been, into an IRA, 401(k) or
mutual fund, they would have more money and their families would get both the
For internal use only. Not to be used with, or distributed to, the public.

39

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

savings and the insurance in the event of a death. Therefore, it almost never makes
sense to get those cash value policies. I am securities licensed and I can set up
an IRA for you and you will have money saved for your retirement, which is really,
what you want, isnt it?

7. I Want To Shop And Compare And Get Some Quotes.

That makes sense. How long will it take you to do that? Would two to three weeks
be enough?
Yes.
And if, after you shop and compare, and you find our program to offer you more
value, can I assume that youll go with our program?
Of course.
Great, because our policies usually take three to four weeks to get you qualified
anyway. So what well do is get the paperwork started to begin the underwriting
process. In realty, this gives you plenty of time to shop and compare doesnt it?
Yes.
Great, what I am going to need is.
OR
Is price the only consideration when it comes to value?
Is the cheapest car the best car or the best value?
Is the cheapest home the best home or the best value?
Is the cheapest restaurant the best restaurant or the best value?
No, in fact wouldnt you agree that in most situations, cheapest is not always the best?
For internal use only. Not to be used with, or distributed to, the public.

40

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Would you mind if I shared some of the reasons I believe our program is the best?
Use the Custom Advantage Brochure
1. We have an increasing benefit rider.
2. We have an accelerated death benefit 40% of the policy up to $250k (in most states).
3. Our child rider is the same price for all kids up to $25k coverage until age 25.
4. We use one policy for the whole family (saves policy fees).
5. We offer guaranteed insurance to age 100 ( 80 in New York).
6. Youll get a complimentary FNA.
7. You get me to help your family if they need it.
8. I Dont Make Snap Decisions.
I understand, I am concerned about making correct decisions also. But, if after
reviewing all the facts, and if it makes sense in every way, am I correct in assuming
you will go with our program?
Yes.
Great. Lets go ahead and review all the facts quickly.
9. I Have Too Much Invested In My Policy To Change.
_________, I hear this a lot. But if I could show you how, by repositioning your cash
value and obtaining lower cost protection, you will not only have more protection,
but lots of additional savings. It would be almost silly not to explore possibly making a change, wouldnt you agree? Let me assure you, if I cant make a substantial
difference, I wont even ask for your business. Is that fair? Great! I have an appointment opening Wednesday or Thursday, which is better for you and _______?
10. My Insurance Is Paid Up.
Well, ____________, what your company is doing (or has done) is collecting
substantially more premium than necessary to pay for the death benefit. They
overcharge you, and use the interest it generates to keep paying the insurance
charges. So mortality charges are still being paid, except it is coming from the
interest income from your cash value, which, by the way is between two percent
For internal use only. Not to be used with, or distributed to, the public.

41

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

and, at best eight percent. ___________, I could show you how you could do the
same thing for yourself, get more coverage and better return on your savings. I
could also show you how to keep your cash by simply restructuring your budget.
It would be in your best interest to at least explore the possibility, wouldnt it? Ive
got an opening on Monday or Tuesday? Which would be better for you?

11. Ive Put So Much Money In Already, When I Cancel I Wont Get Anything
Back.
____________, I know exactly how you feel. Dont you hate to waste money? Wait
for an answer. How much money do you have in your policy today? And how
much have you put in so far? Wait for the answer.
So youve already lost that money. If you had a hole in your pocket would you continue putting money in it or stop? Would you keep trying to fill an old bucket with a
large hole in it with water or would you get a new bucket?
12. We Cant Afford It
Things are really tight now arent they? Wait for the answer.
I know how that feels. But then I realized that without either one of our incomes it
would become impossible, not just tight. Would it be worth a few dollars a day to
have the peace of mind that comes from knowing that your familys future is protected? Wait for an answer.
We all love our family enough to allocate a few dollars a day to secure their future,
dont we? Wait for an answer.
It may not be the maximum protection, but wouldnt you agree that something is
better than nothing?
OR
For internal use only. Not to be used with, or distributed to, the public.

42

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Thats precisely why you need adequate life insurance coverage and why term
life insurance may be the solution for you. Can we start by completing a Financial
Needs Analysis and seeing if, perhaps, there isnt some money we could free up?
Perhaps by consolidating your loans? You could use that money not only for life
insurance but also to bolster your savings program.

13. My Agent Is My Good Friend/Relative.

So you should have their very best program shouldnt you? Wait for the answer.
If we can do better for you, wouldnt a true friend/relative want you to go with
whats best for you? Wait for the answer.
If they could have offered you a better program and didnt, how would that make
you feel? Wait for the answer.
Is your relationship with them more important than your familys financial security?
14. We Already Have Term Insurance
Really, thats fantastic! Why dont you grab your policies, Ill show you something
interesting. If appropriate, show them how it would benefit them to replace their
policy.
15. Im Happy With My Current Insurance Company
Thats fine, ________. Would you mind sharing with me just what theyve done for
you that you enjoy most?
Well, I really like our agent and he sends us a lot of helpful information.
I really think hes doing a good job.
Since you were able to find one company to meet your insurance needs, doesnt it

For internal use only. Not to be used with, or distributed to, the public.

43

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

make sense that another company might have additional advantages to offer you?
Well, I guess so. I understand there are always price changes going on and
new services being added.
At Primerica Financial Services, we pride ourselves on our ability to provide maximum coverage and make it very affordable.
Affordable is always a good thing.
So, at least taking a look at something like that makes sense, doesnt it?
I guess so. It wouldnt hurt to hear someone elses version of how to handle
these matters.
16. My Agent Told Me
Well __________, let me ask you a question, If what your agent told you is different
from your contract who will you believe?
Let me show you what your contract says.
17. Im Just Too Young, I Dont Believe In Insurance Right Now I Dont
Need It.
Do you believe in taking care of your family while youre alive? Wait for the answer.
So, how would that responsibility change upon your death? Wait for the answer.
So, if you were able to protect your family for free, you would, wouldnt you? wait
for the answer.
So, its not that you dont believe in life insurance, its the money isnt it? Wait for
the answer.
Wouldnt it be worth a few dollars a day for your income stream to continue?
18. Why Is Your Product So Inexpensive?
Thats a great question, _____________. Were fortunate that our company chose to
market financial products in a revolutionary way. First, by deciding not to advertise,
which the consumer ultimately has to pay for in the form of higher priced products. We chose to sell through independent contractors and not pay salaries. We
pay our people only if they produce. The traditional industry pays salaries and 85%
For internal use only. Not to be used with, or distributed to, the public.

44

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

of the new agents in our industry quit by the fourth year, which cost companies
millions, which again you ultimately pay for. We have thousands of offices, owned,
operated and financed by our agents who are independent contractors. This saves
Primerica millions of dollars. The traditional industry pays all those expenses and
passes them on to you, the consumer. Finally, ____________, we dont sell 50 different programs. We offer strictly term insurance at very competitive prices in the
industry. We have basically streamlined our marketing system so you could take
advantage of the tremendous value. Does that take care of that?

19. I Dont Know About Term Insurance. I Wonder If Cash Value Insurance
Isnt Better
Well, each familys finances are different and call for personalized solutions but I
can tell you that term insurance is generally initially less expensive for the majority
of people. Also, many people have the potential to come out far ahead by separating their savings and life insurance solutions.
20. My Spouse Is The Primary Breadwinner And We Have A Policy On Him/Her
Would your spouse be able to pay the mortgage, tuition and other bills without
your income or would your familys life be disrupted by having to move, leave
school or change their lives in other ways? What about the other support you offer
your family? Would your spouse be able to care for household needs by himself or
herself?
Also, coverage supplied by your employer would, most likely, not follow you if you
were to move to another employer or if you were laid off. Also, as time progresses,
your insurability could change, so that you might not be able to buy coverage in
the future or coverage could become a lot more expensive.
21. How Can I Be Sure Youll Pay My Claim?
I understand your concern. Fortunately, youll be doing business with Primerica
Life Insurance Company (National Benefit Life Insurance in New York) which
For internal use only. Not to be used with, or distributed to, the public.

45

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

together with its affiliates is the #1 producer of individual life in the industry. A.M.
Best, the oldest and most prominent rating agency in the industry, gives Primerica
an A+ (superior) rating. Primerica is one of the largest marketers of term life insurance. We have been helping families since 1977. Our company has paid every single legitimate death claim without exception.
_____________, would it make sense, from a legal perspective much less a marketing standpoint, for a company of our size to risk its entire future by not paying a
legitimate claim ?
No
That settles that doesnt it?
Understand the importance of client commitments.
Use the following to obtain a commitment for replacement of life insurance.
If I can show you a plan thats better for you in every way and, of course, you
make up your own mind, is there any reason why you wouldnt do business with
me?
So, in other words, if I can show you a plan that is better for you in every way
and you make up your own mind when I come back well fill out an application
and take a check for the first months premium to make sure you qualify for the
program!
We would also ask you to recommend us to 10 of your friends so that they can
hear about the program and, of course, make up their own mind.
Use the following for a commitment from clients without life insurance.
When we meet a responsible family like yours who doesnt have life insurance
We find it is for one of three reasons
1. They believe they cant afford it.
2. They never had the need for it fully explained.
3. Procrastination They just havent gotten around to it. Which are you?
Do you want to fully or partially protect your family in the event of your untimely
For internal use only. Not to be used with, or distributed to, the public.

46

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

passing?
Do any of us know when well die?
How much money a month would you be willing to allocate to meet this need?
Wouldnt it be awful if something happened between the time you decided to get
insurance and the time you actually did?
So, is there any reason why we shouldnt take care of this now? Find out how
much they think they could afford per month. If they give you too low a monthly
figure or if they are unsure, ask Would you be willing to pay two or three dollars a day?

Referrals Overcoming Objections

1. I Dont Know Anyone
Ill teach you how to develop a market. Its not just the people who you know. You
take a list of some people that you know, and those people know other people right?
Yes.
So you add those people, and before you know it, your list could grow from 25 to
250, 300, 400, 500 names. See well show you how to develop a market.
2. I Dont Know If They Will Be Interested.
Well, theres only one way to find out. Ill give them a call and they can decide for
themselves. Fair enough?
3. I Like To Ask Them First.
Well, lets do this. You can give me the information now. You go ahead and call
them in the next few days and Ill follow up with them by the end of the week.
4. I Dont Give Referrals.
I understand. Most people feel that way because they dont think that the people
they refer would benefit from whats being offered or because they believe theyre
going to be pressured. But I promise you that wont happen. Besides if its someFor internal use only. Not to be used with, or distributed to, the public.

47

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

your property, while your homeowners insurance is based on the replacement

cost of your home. It is true that if your replacement cost is lower than your outstanding loan balance, you may need to increase your homeowners insurance.
4. We Recently Refinanced And We Are Concerned That We Would Have
To Pay Closing Fees All Over Again To Do This $.M.A.R.T. Loan Youre
Suggesting.
___________, with a $.M.A.R.T loan there are closing costs; however these costs
can be financed into the new loan. The benefits of a $.M.A.R.T. loan might outweigh your closing costs. Lets submit an application and see if our affiliated lender
has a solution that might work for you.

Investments Overcoming Objections

1. If I Put My Money In A Bank Its Guaranteed, Isnt It?
Youre right about that, ____________. There is a guaranteed rate of return at most
banks. But do you really understand what this means? At most lending institutions,
you deposit your money at the going interest rate, then they turn around and lend
your money to other people for mortgages, etc. at a much higher rate.
At Primerica, we believe in helping people become owners not loaners. With a
mutual fund, you pool your money with other investors and allow professional money
managers to invest the money directly into the economy, primarily through equity
investments. Your investment is diversified through a broad range of securities from
various industries to help reduce the risk found in any one investment. Although
mutual funds are not guaranteed they have the potential to outperform banks. So
when it comes to investing for your future, wouldnt you rather be an owner?
2. Is It Guaranteed?
Are you more concerned with guarantees or actual performance?
I guess Performance.
Thats great! Over the long haul 65 years or so, mutual funds have outpaced most
investments, including real estate. While FDIC guaranteed accounts such as bank
CDs and insurance programs have averaged less than 3% interest. You are losFor internal use only. Not to be used with, or distributed to, the public.

48

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

ing money because of inflation. Although mutual funds are not guaranteed, there
is potential for long-term growth. So may I assume that you want to have a portion of your long-term savings in whats proven to be a solid investment for middle
Americans?
Yes
Well, lets determine how much youll need to invest to reach your long term goals.

3. Isnt It Better To Have A No Load Mutual Fund? I Dont Like Paying A Sales
Charge.
_____________, thats a great question. Let me explain some of the differences.
You see, all mutual funds are businesses. That means they all exist to make money.
The big difference is how they make money. Some funds have a sales charge,
these are called loaded funds and some funds dont, theyre called no-load
funds.
All funds have expenses that relate to portfolio management. In a loaded fund the
investor is paying a sales charge, usually up front, for advice and guidance in picking
the most appropriate fund for a particular situation, need or risk tolerance.
Additionally, you have the benefit of continuing advice to ensure that your selection
remains consistent with your goals. Its kind of like going to a gym and seeing all
the equipment. You might know how to use it. You might be motivated enough
to use it. You might even be successful at a workout program. Or, you could go to
a gym and hire a trainer. Yes its going to cost more, but the odds of reaching your
goal are much, much higher. So, which is more important to you; how much you
pay, or whether you reach your goal? You might look at me as your trainer. Yes,
I cost, but I believe the service and guidance that I can deliver are worth it.

For internal use only. Not to be used with, or distributed to, the public.

49

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Closing Techniques- Overcoming Objections

The I Want To Think It Over Close
If youve done everything else properly this should only be a stall. Our goal is to use
a strategy to move the stall into a concrete final area of concern.
Thats fine, __________. Obviously, you wouldnt take your time thinking this thing
over unless you were seriously interested, would you?
So, then may I assume you will give it very careful consideration? Just to clarify my
thinking, what is it about protecting your family that you want to think over? Dont
pause after the word over.
Is it the quality of the service Ill render? Is it me? Is it something Ive forgotten to
cover in my presentation? Is it my company?
Seriously, ____________, please level with me. Could your hesitation in any way be the
money? Many times theyll agree and you can then handle the money objection.
The It Costs Too Much Close
_____________, today, most things do cost too much. Can you tell me about how
much too much you feel it is?
The Reduction to the Ridiculous Close - Converting total or monthly amounts
of money into daily amounts.
Step 1 Use the It Costs Too Much Close to get a fixed amount. John, today most
For internal use only. Not to be used with, or distributed to, the public.

50

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

things do cost too much. Can you tell me about how much too much you feel it is?
Step 2 Establish how many years they will enjoy the product or service.
Step 3 Divide amount by years to get the annual amount.
Step 4 Divide annual amount by 52 weeks per year to get the weekly amount.
Step 5 Divide weekly amount by five or seven days to get the daily amount. YOU
MUST KNOW YOUR MATH!!!
OR Divide the monthly dollar amount by 30 days and say Do you feel that two
dollars per day is too much to protect your familys financial future?
The Fact Weighing Scale Approach Close
When they give you a stall, you warmly say:
In other words, you would like to weigh the facts. When they say yes, move to your
blank page with the following words:
I understand how you feel, _____________, and weighing the facts before making
a decision makes a lot of sense. In fact, when Im in this type of situation, I use a
method called the Fact Weighing Scale Approach. Heres how it works:
First, we draw a scale.

On the left side of the scale, we stack, just like small weights, the reasons you feel
it makes good sense to go ahead.
On the right side of the scale, stack, the reasons you feel you are against it.
For internal use only. Not to be used with, or distributed to, the public.

51

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

When we are finished the decision will be weighed. Lets try it, OK? (Go for a
minimum of six reasons for the decision.) Now, what are the weights you feel are
against the decision? (Dont help on the right side!) Lets see what weve got.
On the left side of the scale, we have six heavy reasons why you should go ahead.
On the right side, we only have two against.
So the answer is rather obvious, isnt it? By the way, I know you will be happy that
we took the time to do what you wanted to do, which was to weigh the facts.

What are your recruits or clients biggest fears?

You
Making a mistake
Being mislead
The unknown
Losing face
Fear Words: Some words are an immediate turnoff for your client/recruit:

For internal use only. Not to be used with, or distributed to, the public.

52

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

Dont Say
Cost or Price
Down Payment
Monthly payment
Contract
Buy
Sell or Sold
Objections
Sign
Deal
Pitch
Problem
Customer
Prospect

Do Say
Total amount
Good faith check
Monthly amount
Paperwork, or Agreement
Own
Get them involved
Area of concern
Authorize, OK, Endorse, or Approve
Opportunity or Transaction
Presentation
Challenge
The families we serve
Future client

You should...
Never see failure as failure, but only as A LEARNING EXPERIENCE.
Never see failure as failure, but only as THE FEEDBACK THAT YOU NEED TO
CHANGE COURSE IN your DIRECTION.
Never see failure as failure, but only as AN OPPORTUNITY TO DEVELOP your
SENSE OF HUMOR.
Never see failure as failure, but only as AN OPPORTUNITY TO PRACTICE your
TECHNIQUES AND PERFECT your PERFORMANCE.
Never see failure as failure, but only as THE GAME I MUST PLAY TO WIN.
Asking questions, like the ones below, is the best way to help your clients/
recruits answer their own concerns.
1. A Tie Down Question
A question at the end of a sentence that demands a yes.
Examples: Joe and Mary, protecting your familys financial future makes sense to

you, doesnt it?

Youre excited about having a solid financial program, arent you?

For internal use only. Not to be used with, or distributed to, the public.

53

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

2. An Inverted Tie-Down Question

Putting the tie down on the front for a more warm feeling.
Examples: John and Mary, arent you excited about having a solid financial program?

John and Mary, isnt it true that your family could be financially
devastated if you passed away tomorrow?

John and Mary, doesnt it make sense to you, to protect your familys
financial future?

3. An Alternate of Choice Question

A question with two answers. Either answer is a minor agreement leading toward
the final decision. Best used for an appointment time, location, type of investment,
and closing on the final money amount.
Examples: I have Thursday or Friday evening open this week. Which night would

be better for you?

If you had a choice between this one and this one which one would
you feel would be in the best interest of your family for the long run.

4. A Porcupine Question
Answering the correct question with a question to get the client to elaborate or
open up. Ask the question back to the client.
Examples: Client: Does this plan also cover the kids?
You: If the plan did include the kids would you feel that this is the plan for you?
Client: Is this sales?
You: Are you looking for Sales?
Client: Yes.
You: Youre really going to love our company Set up a one-on-one appointment
or invite them to an opportunity meeting.
Client: No.
For internal use only. Not to be used with, or distributed to, the public.

54

OVERCOMING OBJECTIONS AND ANSWERING AREAS OF CONCERN

For internal use only. Not to be used with, or distributed to, the public.

55

www.primerica.com
www.primericacanada.ca

For internal use only. Not to be used with, or distributed to, the public.
2004-2010 Primerica
A9108 / 41275 / 09PFS188-5 / 8.10