Why Insurance Agents Need to Use Storytelling

Aug 2, 2022 | B2B, B2C, Rakonto for enterprises, Rakonto for people

As the world progresses, people are becoming more and more aware of the power of stories. 

Whether it be through movies, books, social media, or even sales pitches, stories have a way of resonating with people on a deeper level to generate an emotional response.

That is why insurance agents who can tell stories that connect with their clients on a personal level are more likely to close a sale.

When it comes to insurance, people are often bombarded with facts and figures about premiums, deductibles, and coverage. While this information is important, it can be dry and difficult to digest.

This is where storytelling comes in. By sharing a personal story or anecdote about how a particular insurance policy helped someone in a difficult situation, agents can help their clients see the value of what they’re offering.

Of course, not every story will be a home run, but incorporating this technique into your sales pitch can help you close more business and build better relationships with your clients.

How storytelling can help close more sales

In a world where people are constantly bombarded with information, it can be hard to stand out from the crowd. 

This is especially true in the insurance industry, where agents are competing for attention with an onslaught of facts and figures about premiums, deductibles, and coverage.

Storytelling, on the other hand, offers a unique opportunity to connect with potential customers on a personal level with stories about your own experiences or those of your clients that can evoke an emotional response that can be far more persuasive than facts and figures alone.

The art of storytelling has been used by salespeople for centuries! 

And there’s a reason for this.

Stories have the ability to capture our attention, engage our emotions, and create a lasting impression. When used effectively, they can be a powerful tool for closing more sales.

How to start a story

As an insurance agent, you need to be aware of your own personal brand. You can use brand storytelling to create trust with potential clients and deepen relationships with your current customers.

What’s your story? 

Think about the message you want to share with your clients. Do you want to start with a particular use case to evoke emotion or share your company’s history to show the problems they are solving and how the product or service you are selling is beneficial to them.

It’s important to be honest with your clients at all times, as honesty goes a long way in today’s sales environment. 

Storytelling can be fictional or non-fictional. It can provide an origin story and give consumers insight into who the company is, what they do, or why they do it. The possibilities are endless.

Sales tactics have changed over time with the rise of the internet. In the past, face-to-face, personal experiences were the norm. Now, customers are looking for easy, one-click facts and data. But more than ever, they’re also looking to connect on a deeper level. 

It provides entrepreneurs, salespeople, and marketers with the opportunity to get creative with how they deliver information about their company with a captivating story.

Three ways that storytelling can help you close more sales

1. Stories establish trust

To close a sale, you first need to establish trust with your prospect. And one of the best ways to do that is by sharing stories about your own experiences.

When you share a story about a time when you helped a client overcome a challenge or saved them money on their insurance premiums, you’re showing your prospect that you’re someone who can be trusted to help them with their own insurance needs.

2. Stories make complex topics relatable

Many insurance products can be complex and confusing, making it hard for prospects to understand what they need and why they need it.

Storytelling can be a helpful way to make complex topics more relatable and easy to understand. A story about a time when you helped a client who was in a similar situation, you can show your prospect how your product or service can benefit them.

3. Stories create an emotional connection

One of the most powerful elements of storytelling is its ability to create an emotional connection with your audience. And when it comes to sales, emotions are often what tipped the scales in favor of one product or service over another.

When you share a story that evokes an emotional response, you’re more likely to create a connection with your prospect that can lead to a sale.

Tips for incorporating storytelling into your sales pitch

1. Keep it real

When it comes to storytelling, authenticity is key!

Your prospects can tell when you’re making things up or stretching the truth. It’s important to only share stories that are true and relevant to your product or service. 

2. Make it personal

The most effective stories are usually those that are personal and relatable. So make sure to include details that will help your prospect see themselves in the story.

3. Keep it focused

A good story should have a beginning, middle, and end. And it should be focused on a single message that you want to communicate to your prospect. 

When you’re sharing a story, make sure to keep it focused on that message and resist the urge to digress.

4. Be concise

Your prospects are busy, so it’s important to be concise when you’re sharing a story. 

The last thing you want to do is bore them with a long-winded story that drags on and on. So, make sure to keep your stories short and to the point.

5. Practice, practice, practice

Like with anything, the more you practice telling stories, the better you’ll become at it. So, don’t be afraid to try out different stories and see which ones resonate the most with your audience. 

The more you practice, the better you’ll get at incorporating storytelling into your sales pitch.


As the world changes, so do the way consumers make purchasing decisions. 

To keep up with these changes, salespeople need to get creative with their methods, and one of the most effective ways to do this is by incorporating storytelling into their pitch. 

Stories can help establish trust, make complex topics relatable, and create an emotional connection with prospects- all of which can lead to more sales. 

So next time you’re sitting down with a prospective client, don’t be afraid to tell a story. It just might be the thing that seals the deal.

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