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Selling Insurance

For property and casualty agents and brokers.
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Find and Develop More Accounts Influence Buying Decisions  Improve Closing Ratios  Negotiate with Confidence

The Influential Insurance Consultant

No matter how commoditized certain policy products might become, insurance is still an intangible sale. That puts more emphasis and responsibility on the agent – on their ability to develop a productive, persuasive relationship even during the simplest transactional sale. Complex products are even more relationship-driven, and seasoned producers need even smarter tools to influence decisions.

The PRISMS system goes beyond conventional sales models because the consultative focus on customer needs is now table stakes, and mute on how to influence buying decisions. PRISMS combines consultative best practices with influencing methods based on neuroscience. With simple but powerful tools, producers uncover logical and emotional drivers for a persuasion equation that adds up to YES.

 Workshop Materials     Developer Content       Interactive Media & Tools

Learning Objectives by Module

PRISMS programming is learning by doing. Participants select an actual, real-world account as the focus of their course work, so that new skills and tools are ready to be deployed immediately.


  • Build a trust foundation by establishing rapport & maintaining a comfort zone
  • Profile personality types to determine communication style and persuasion criteria
  • Use communication that effectively engages the emotional brain
  • Influence customers toward engagement


  • Profile customer criteria to identify high-value potential prospects
  • Consistently fill the top of your sales funnel
  • Use multiple factor criteria to pinpoint profiled customers
  • Select prospecting resources & tools that optimize your preferences & markets


  • Choose communication channels based on influence criteria rather than convenience
  • Use active listening to uncover hidden issues
  • Amplify questioning to achieve far more than just data gathering
  • Design the most persuasive possible messages using the 7 Triggers formula


  • Develop persuasive benefit statements based on customer profiling
  • Identify and prepare the messaging elements of a persuasive presentation
  • Construct questions and messages using the 7 Triggers persuasion formula
  • Influence customers toward buying


  • Classify objections by type
  • Determine which objections are productive to answer and which are not
  • Form appropriate responses to objections using a 4-step procedure
  • Demonstrate the correct use of positive objection handling


  • Organize goals into priority tiers to maintain flexibility
  • Apply a variety of strategies and tactics to sales & marketing agreements
  • Recognize buying signals
  • Use a variety of closes for key products and services

Hit the Ground Running:

The Action Plan

The PRISMS Action Plan makes it as easy as possible for producers to apply what they’ve learned in the course each and every day in the field.

Information generated during training is transferred and combined with summary course content in the Action Plan. Producers are prompted to identify a real-world Current Selling Opportunity (CSO), around which to build persuasive partnering strategies and tactics. Course graduates have a complete plan for an actual account, along with a template and tool kit they can use to grow their entire book of business.

Persuasive Partner Process • Trigger Pyramid • Trigger Worksheets • Ideal Customer Profile • Prospecting Worksheet • 4-Step Meeting Prep • Personality Style Guide • The Needs Profile • Presentation Planner • Negotiation Platforms • Objection Doctor