Madivio Sales Guide 2025

1. What Are Sales Tactics?

Ethical vs. Unethical Sales Tactics: Sales tactics can generally be categorized into two main types:

Ethical Sales Tactics

Ethical sales tactics prioritize the prospect’s needs by actively listening, being transparent, and offering real solutions. This approach focuses on delivering value and solving real problems for the customer rather than simply pushing for a quick sale. When you adopt ethical sales tactics, you build trust, establish long-term relationships, and allow your product’s true value to shine without resorting to gimmicks or pressure.

Unethical Sales Tactics

Unethical sales tactics—such as high-pressure, aggressive, or manipulative methods—rely on deception and manipulation. While these tactics may help close a deal in the short term, they can leave prospects feeling unsatisfied or misled. These methods often involve exaggerating claims, bluffing, or even bad-mouthing competitors in order to force a decision. Over time, unethical tactics erode customer trust and tarnish your reputation, making it harder to maintain long-term business success.

2. Gap Selling for Insurance

Gap selling is a problem-centric sales approach that focuses on identifying the gap between a prospect’s current situation and their desired future state. This method, popularized by sales coach Keenan, works exceptionally well in insurance because it shifts the conversation from selling a policy to solving a problem.

Instead of pushing a specific insurance product, gap selling helps you uncover what truly matters to the client—whether it’s protecting their family, securing their business, or maximizing the value of an underperforming asset like a life insurance policy.

For example, let’s say a business owner has a key-person insurance policy but is unsure if it’s enough to cover their risks. Instead of pitching a new policy right away, you ask questions to uncover gaps in their current coverage. Then, you position your solution as the bridge that fills that gap.

By focusing on the client’s real needs rather than a one-size-fits-all product, you increase trust and improve your close rate.

3. Flip the Script

"Flip the Script," popularized by Oren Klaff, is a powerful sales tactic that shifts the traditional sales dynamic. Instead of pushing insurance solutions onto prospects, the goal is to guide the conversation so they feel like choosing your solution was their idea—not something they were sold.

This works exceptionally well in insurance, where trust and credibility are key. Rather than launching into a pitch about policies, you position yourself as an industry expert who understands their unique risks and challenges.

For example, let’s say you’re talking to a business owner who isn’t sure if they need a buy-sell agreement funded by life insurance. Instead of leading with a direct pitch, you tell a story about another business that faced serious financial issues when an owner unexpectedly passed away. You then ask, “How would your business handle that situation?”

By allowing the prospect to engage in the conversation and reflect on their own vulnerabilities, they begin to connect the dots themselves. Eventually, they may say, “So, if we had this coverage in place, our business would be protected, right?”—at which point, you confirm and guide them toward the right solution.

This method removes sales pressure and makes the decision feel natural, increasing trust and closing rates.

4. Challenge with Insights (The "Challenger Sale" Tactic)

The Challenger Sale method is a game-changer in insurance sales. Instead of taking a passive, consultative approach, this tactic focuses on challenging prospects with insights that reshape their thinking—helping them see risks and opportunities they haven’t considered.

This approach follows a three-step playbook: Teach – Tailor – Take Control.

✅ Teach with Insight – Share eye-opening data or industry trends that highlight hidden risks or missed opportunities. For example:
“Did you know that 68% of small businesses that suffer a major disruption never fully recover? Yet, most don’t have business continuity coverage.”

✅ Tailor the Insight – Connect this knowledge directly to your prospect’s unique situation. If you're speaking to a restaurant owner, you might say:
“With food spoilage and equipment failure being major risks in your industry, not having the right coverage could mean a huge financial hit.”

✅ Take Control – Lead the conversation with confidence. Guide them toward the right solution without being pushy. For instance:
“Most business owners assume standard policies cover everything, but that’s not always the case. Let’s walk through your coverage gaps and make sure you’re fully protected.”

The key here is educating, not just selling. By introducing insights that challenge your prospect’s assumptions, you establish credibility and position yourself as a trusted advisor—one who brings real value instead of just another salesperson pushing a policy.

6. Use Buyer Intent Signals to Prioritize Leads

Not all leads are created equal—some are far more ready to make a purchase than others. The key to maximizing your sales success is identifying buyer intent signals, which are behavioral indicators that help you gauge a prospect's level of interest or urgency.

Buyer intent signals can come from various actions prospects take across multiple platforms, such as:

✅ Opening multiple emails or clicking on links:

If prospects are engaging with your email campaigns, clicking through to your website, or reading multiple pieces of content, it means they are becoming more engaged with your brand.

✅ Engaging with your social media content or website:
Regular interaction with your posts, liking, commenting, or sharing your content, shows that your prospect is warming up to your brand.

By recognizing these buyer intent signals, you can prioritize your outreach to engage prospects at the peak of their interest—right when they’re actively exploring solutions. Reaching out to them at the right time can significantly increase your chances of conversion, turning leads into clients more effectively.

With the right tools—like sales intelligence platforms and CRM systems—you can track these signals and act quickly to engage with high-priority leads. This strategic approach ensures that you're not wasting time on cold leads but focusing on those who are more likely to close.

7. Engage Multiple Decision-Makers in the Insurance Sales Proces

In insurance sales, decisions are rarely made by just one person. Whether you’re working with business owners, HR teams, financial advisors, or individual clients with family input, multiple stakeholders often influence the final decision.

This is why multi-threading—building relationships with several decision-makers at once—is crucial. It ensures that even if one contact loses interest or moves on, your deal doesn’t stall.

For example, when selling business insurance or group benefits, you might need buy-in from:

✅ The HR Director (focused on employee needs and plan administration)

✅ The CFO or Business Owner (focused on cost, ROI, and compliance)

✅ Employees or Union Reps (concerned with coverage details and usability)

Similarly, in high-net-worth life insurance or estate planning, key players might include:

✅ The Client (looking for the right coverage and financial security)

✅ Their Financial Advisor (who ensures it aligns with long-term goals)

✅ An Estate Attorney (who structures policies for tax advantages)

By proactively engaging multiple parties, you:

✅ Prevent deals from stalling if one contact goes silent

✅ Address all concerns upfront, reducing objections later

✅ Increase internal advocacy, making it easier to close the deal

In 2025, the best insurance sales professionals aren’t just selling—they’re navigating complex decision-making processes and ensuring everyone involved feels confident moving forward.

8. Warm Up Cold Insurance Leads with Research and Personalization

Cold outreach doesn’t have to feel cold—especially in insurance sales, where trust is everything. A little research and personalization can turn a cold lead into a warm conversation before you even make your pitch.

🔍 Do Your Homework

Before reaching out, take a few minutes to learn about your prospect:

✅ For business clients: Check their company’s growth, industry trends, or recent expansions that might affect their insurance needs.

✅ For individual clients: Look for life events (e.g., a home purchase, new business, or growing family) that signal a need for insurance coverage.

✅ For financial advisors or agents: Find out if they specialize in high-net-worth clients, retirement planning, or other niches where life settlements or advanced insurance strategies could fit.

Example for a financial advisor:

“Hi John, I noticed you focus on retirement planning for business owners. Many advisors in your space are using life settlements as a liquidity tool for clients with underperforming policies. If that’s something you’ve come across, I’d love to share a quick strategy that’s working well.”

Example for a business client:

“Hi Sarah, congrats on your company’s expansion! With growth comes new risk considerations—many businesses at this stage review their key-person insurance strategy. If you’re open to a quick chat, I’d be happy to share insights on how others in your industry are protecting their leadership teams.”

When prospects feel like you’ve done your homework, they’re more likely to engage, giving you a stronger starting point for the conversation.

9. Embrace Video Selling for Insurance Sales

Insurance sales is all about trust—and nothing builds trust faster than seeing a real person. That’s where video selling comes in. Instead of relying on text or email alone, you can use short, engaging videos to humanize your outreach, clarify complex concepts, and stand out in a crowded inbox.

How to Use Video Selling in Insurance

✅ Personalized Cold Outreach: Send a quick intro video instead of a generic email.“Hey [Name], I wanted to introduce myself face-to-face (well, almost!) and share a quick insight about how [insurance solution] is helping [similar client type]."

✅ Explaining Complex Policies: Break down life settlements, key-person insurance, or advanced planning in simple terms.A 60-second video explaining how a life settlement can turn an unwanted policy into cash will grab more attention than a long email.

✅ Follow-Ups & Thank Yous: After a meeting, send a short video recapping key points.“Hey [Name], great chat today! Just wanted to highlight the next steps…”

✅ Live Demos & Strategy Sessions: Instead of a text-heavy proposal, hop on Zoom and walk them
through their options with visuals and real examples.

Why It Works: People trust faces, not just words.

Videos feel personal and show effort. It’s more engaging than another plain email.Whether you’re prospecting or closing deals, video makes insurance feel less transactional and more personal—which is exactly what clients want.

10. Sell Value, Not Features (Value-Based Selling)

In the insurance industry, it’s easy to fall into the trap of pitching the technical features of your policies or services, such as coverage limits or policy types. While these details are important, they don’t speak to what the prospect truly cares about: how your solution can protect their assets, save them money, or provide peace of mind in the event of a claim.

Value-based selling shifts the focus away from policy jargon and instead emphasizes the outcomes and benefits your insurance solutions provide—whether that's saving money on premiums, ensuring better coverage during critical events, or providing the financial security your prospects need.

In practice, this means your conversations, proposals, and follow-ups should continually answer the buyer’s unspoken question: “What’s in it for me/my company?”

For example, instead of saying:

“This policy covers up to $500,000 in damage and includes a 3% deductible,”

You could say:

“With this policy, you’re covered for up to $500,000 in damage, meaning you won’t have to dip into savings or risk financial instability in case of an emergency. Plus, with our tailored deductible options, you can lower your monthly premiums without sacrificing coverage.”

This statement speaks directly to the prospect’s need for financial protection and cost-effectiveness, showing how your offering improves their situation rather than just listing features.

To implement this tactic in insurance sales, you need to first discover what the prospect values most—whether that’s comprehensive coverage, lower premiums, or a policy that aligns with their specific life or business needs. Once you know their priorities, tailor your messaging accordingly.

In the insurance world, value-based selling also means moving the conversation away from price. If a prospect is fixated on cost, gently steer them toward the total value your policy provides in terms of financial security, peace of mind, and comprehensive coverage.

Ultimately, just like gap selling, value-based selling highlights the gap between where the prospect currently stands (potential risk, insufficient coverage, or high premiums) and where they could be (well-protected, cost-effective, and secure). By focusing on the value of closing that gap, you position your insurance solution as the key to ensuring their financial well-being.

11. Turn Discovery Calls into Consultations (Consultative Selling)

In the insurance industry, the discovery call is often the first opportunity to build trust with a prospect. Rather than treating it as just a sales pitch or a quick qualification call, transform it into a consultative session where you focus on understanding the prospect’s needs, challenges, and goals

.A consultative discovery call means you’re not just collecting information to determine if they’re a good fit for your offerings—you’re taking the time to truly listen and learn about their situation. What are their pain points? What keeps them up at night in terms of financial security or risk? What goals do they have for protecting their assets, family, or business?

The key here is to ask open-ended questions and really listen to the answers. These questions should help you understand the specific risks they’re trying to mitigate or the coverage gaps they may not even be aware of.

For example:

✅ “What concerns you most when it comes to your current insurance coverage?"

✅ ”Are there any major life changes coming up that might require adjusting your coverage?”

✅ “How does your current policy align with the level of protection you need?”

However, the real power of consultative selling comes in offering valuable insights during the call itself. Share your expertise and provide advice—even if you don’t immediately close a sale. This approach helps you build trust and credibility with the prospect.

You might say:

"Consider this discovery session not as a traditional sales call, but as an opportunity for a strategic consultation. In the realm of insurance, it's critical to see the bigger picture, and that's exactly what I bring to the table—expert insight that goes beyond the surface. We’re not here just to find a policy. We're here to build a custom risk management strategy that aligns with your long-term financial goals, helping you secure what matters most. Together, we'll assess not just your immediate needs but also future-proof your plans against unforeseen challenges. Think of it as a partnership to safeguard your legacy, providing you with unparalleled clarity and confidence."

By offering this kind of insight, you position yourself as a trusted advisor—not just a salesperson looking to make a sale. It shows that you genuinely care about their financial well-being and are focused on providing solutions tailored to their unique needs.

This consultative mindset unlocks the door to deeper conversations and, ultimately, a stronger relationship with the prospect. Treat the discovery call as a free consultation, and you’ll build rapport and demonstrate the true value of your insurance offerings from the start. Plus, it sets a positive tone for the rest of the sales cycle.

15. Leverage the Power of Referrals and Introductions

In the insurance world, one of the most effective ways to expand your client base is by leveraging the trust and satisfaction of your existing clients.

If your clients have had a positive experience with your services, don’t hesitate to ask them for referrals. Whether it’s a satisfied policyholder or a prospect you’ve provided valuable advice to, asking for an introduction to someone they know who may benefit from your expertise can be a game-changer.

To make it easier, you can offer a referral fee—structured professionally and in compliance with regulations—that incentivizes clients for introducing new prospects. Remember, trust is the key in insurance, and referred clients are already coming to you with a built-in sense of confidence.

💡 Pro Tip: Create a system to regularly ask for referrals at strategic points, such as after policy renewals or when a claim has been successfully processed. This helps maintain a steady pipeline of leads, making the referral process a natural part of your relationship with clients.

16. Co-create Sales Content with Strategic Partnerships

In the competitive world of insurance, success isn’t just about closing deals—it’s about positioning yourself as a thought leader. You need content that speaks to the specific needs and pain points of your prospects. However, creating compelling, high-quality content from scratch can be time-consuming and distract from your core strength: selling.

The key is to collaborate with professionals who can help generate that content. Partner with experts in areas like underwriting, claims, or policy structuring, and draw on their deep knowledge to build educational resources that resonate with your prospects. Think of this as a dynamic exchange of ideas. You provide real-world insights into what your clients need, and they offer technical expertise that can help you shape content that positions you as an insurance authority.

This content, such as detailed case studies, comprehensive policy breakdowns, and value-driven white papers, can become an ongoing asset that not only enhances your credibility but also nurtures your relationship with leads over time. Rather than relying solely on generic marketing materials, you create a tailored, relevant experience that speaks directly to what your prospects are searching for in an insurance solution.

💡 Pro Tip: Look for opportunities to integrate real client success stories, custom insurance scenarios, and solution-driven approaches into your content, offering value and insight that helps prospects make more informed decisions. By taking a proactive approach, you establish trust and show that you understand the complexity of their needs.

17. Share Customer Success Stories to Build Trust and Credibility

In the world of insurance, the most powerful tool at your disposal isn’t just the policy details—it’s the real-world impact your solutions have had on clients. Insurance is a deeply personal decision for many, so sharing the stories of customers who have found success with your offerings can make a significant difference in your sales approach.

Instead of just explaining the technical benefits of your products, you can illustrate these points through the lens of customer experiences. For example, consider a case where a client was able to save significantly on premiums due to smart policy structuring or a family who benefited from your life insurance offering after an unexpected event. These stories build emotional resonance, helping prospects see the tangible benefits of choosing your insurance solutions.

Whether you bring up customer stories in conversation, share case studies during meetings, or use video testimonials to showcase the impact of your work, these narratives provide concrete proof of your ability to deliver on your promises. By sharing specific, relatable examples, you allow potential clients to envision how your insurance offerings would apply directly to their unique situation.

💡 Pro Tip: Focus on creating a narrative around each success story—highlight the challenges your clients faced, how your solution addressed their pain points, and the positive outcome. Use real numbers and specifics whenever possible to demonstrate credibility and reinforce the value of your offerings.

18. Streamline and Simplify the Buying Process

In insurance sales, the faster and easier you make it for prospects to make a decision, the higher your chances of closing the deal. If the buying process is complex or difficult to navigate, even the most excited prospect can lose momentum. Your goal is to make it as effortless as possible for them to say yes and move forward.

Start by simplifying your proposals. Avoid industry jargon and unnecessary details, and ensure that everything is clear and easy to understand. Insurance can already feel like a maze to clients, so providing a straightforward, transparent proposal helps eliminate confusion and builds trust.

Be proactive in addressing any internal hurdles. If a prospect needs approval from another department, offer to assist by setting up meetings with key decision-makers, such as their finance or risk management team. You can also preemptively provide relevant documentation—like coverage details or pricing breakdowns—to speed up their internal approval process.

When it’s time to schedule meetings or demos, make the process seamless. Share a simple booking link, or, even better, be flexible and work with their calendar to avoid unnecessary delays. For those who prefer a less hands-on approach, have self-serve options ready—like recorded demos or interactive product tours—so they can explore at their own pace.

Lastly, make sure to be highly responsive. Quick replies and consistent follow-ups help maintain momentum and show that you’re dedicated to making the process as smooth as possible for them. By reducing friction at every step, you create a much more comfortable buying experience, increasing the likelihood of closing the deal.

19. Leverage Automation to Streamline Sales Tasks

In today’s fast-paced sales environment, agents are turning to automation to handle repetitive tasks and free up time for higher-level activities. Automation helps with processes like prospecting, initial outreach, scheduling meetings, and follow-ups, allowing you to focus on what truly matters—building relationships and closing deals.

While there’s an array of tools available to automate parts of your sales workflow, the key is to use automation to complement, not replace, human interaction. Think of automation as your assistant: it can open doors by generating leads and setting up appointments, but it’s your personal engagement that seals the deal.

By leveraging automation for routine tasks, you can devote more time to personalized interactions, meaningful conversations, and providing tailored solutions that resonate with your prospects. This strategic balance between automation and personal touch enhances your efficiency while maintaining the trust and rapport essential to closing business.

20. Follow Up with Customers to Build Long-Term Relationships

Closing a deal is just the beginning of the journey. To truly build loyalty and ensure customer satisfaction, you must consistently follow up after the sale. This demonstrates that you care and are invested in their success beyond the transaction.

A great approach to structured follow-up is the 3-3-3 rule:

✅ 3 Days After: This is your chance to check in early and ensure the onboarding process is going smoothly. It's a quick touchpoint to make sure they have everything they need and to resolve any minor issues before they become problems.

✅ 3 Weeks Later: By this point, the customer may have had time to engage more deeply with your solution. Check in to see if they have any questions or concerns, and offer additional support. This reinforces your commitment and positions you as a trusted partner.

✅ 3 Months In: At this stage, the customer has had ample time to evaluate the full impact of your product or service. Check in again to gauge their satisfaction and ensure they’re still getting value. This is also the perfect moment to ask for a referral or testimonial, which can drive future business.

These follow-up steps create a sense of ongoing care, strengthen relationships, and can help you maintain a pipeline of satisfied customers who are willing to advocate for your service.

21. Maximize Client Value with Strategic Cross-Selling and Up-Selling

Once you’ve established a solid foundation with your clients, it’s time to think beyond the initial sale and look at how you can provide even more value through additional offerings.

• Complementary Solutions – This is where you suggest products or services that directly enhance their current setup. Whether it’s an added layer of coverage or a service that fills an existing gap, the goal is to offer them something that truly supports their needs, making their experience with your company more comprehensive.

• Premium Upgrades – Offering a higher-tier product or service that provides extra benefits or features can boost your clients’ satisfaction while deepening the relationship. It's not just about upselling—it's about introducing them to an option that can provide long-term value and deliver better results.

The secret to effective cross-selling and up-selling isn’t in the pitch, but in the relationship. It’s about understanding your client's needs deeply and proposing options that genuinely improve their situation. This approach makes your suggestions feel like logical extensions of what they already value, rather than an attempt to push more sales. When done right, these moves benefit both sides—helping your client meet their goals while increasing the value of the partnership.

22. Sales Tactics to Avoid Using in 2025

As the sales landscape evolves, so must your approach. Some tactics that may have been effective in the past can now do more harm than good. Here are outdated or ineffective sales strategies you should steer clear of in 2025:

1. Overselling
Pushing your product too hard or exaggerating its benefits only sets you up for disappointment. Over-promising leads to over-delivering failures, and your credibility will take a major hit. Instead, focus on showing authentic value, and let the real benefits speak for themselves.

2. Fake Enthusiasm
If your excitement feels forced, your prospect will sense it. Don’t try to manufacture enthusiasm; instead, be genuine and let your passion shine through naturally. Authenticity wins over exaggerated enthusiasm, and trust is built on sincerity.

3. Rushing Leads Through the Sales Cycle
A fast track to the finish line can often turn into a dead end. Rushing prospects through the sales cycle can make you seem pushy and dismissive of their concerns. Instead, slow down, engage in meaningful conversations, and let them make informed decisions at their own pace.

4. Beating Around the Bush
Avoiding the core issues and beating around the bush confuses prospects. Be clear, direct, and transparent about what you offer, making sure to address the critical points without unnecessary detours.

5. Selling to Just About Anyone
Trying to sell to everyone weakens your approach. Instead, focus on your Ideal Customer Profile (ICP) and buyer persona. This ensures your pitch is tailored, targeted, and highly relevant to the people who are most likely to benefit from your product.

6. Pitching Products, Not Solutions
When you focus on product features instead of solutions, you miss the mark. Prospects don’t care about specs; they care about how you can solve their problems. Shift your focus from listing features to showing how your solution addresses their pain points and drives results.

7. Playing on FOMO (The "Takeaway" Tactic)
Using fear of missing out (FOMO) as a sales tactic may work temporarily but often feels manipulative and unethical. While urgency can encourage action, it should be based on real scarcity, not artificially created pressure. Prospects will notice when urgency is fabricated, damaging trust and long-term relationships.

8. Ignoring Objections
Avoiding or dismissing objections is a dangerous game. Each objection is an opportunity to engage with your prospect and demonstrate that you're listening and responsive to their concerns. Instead of brushing objections aside, dive deeper to understand them and address them thoughtfully.

9. Using the "Higher Authority" as a Bargaining Chip
Claiming you need to check with a higher authority, when in fact you already know the answer, can make you seem evasive or unconfident. It's a bluff that can quickly backfire. Be confident in your ability to negotiate directly and transparently, without relying on a phantom authority figure.

10. Overrelying on Discounts
While discounts may close deals in the short term, they can undermine your product’s perceived value and attract bargain hunters rather than committed customers. Instead, focus on delivering unique value, exceptional service, or loyalty programs that enhance customer satisfaction without devaluing your offering.

11. Bad-Mouthing the Competition
Talking negatively about your competitors can come across as defensive and insecure. It also risks alienating prospects who may have had positive experiences with those competitors. Instead, highlight your product's strengths and how it uniquely solves your customers' problems, without directly attacking others.

12. Relying Too Much on Cold Calls
Cold calling can be intrusive, especially when it’s not targeted. Instead, prioritize building relationships through more personal, value-driven engagement. Use smarter outreach methods like personalized emails, social media engagement, or inbound strategies to connect with prospects on their terms.

By leaving these outdated and manipulative tactics behind, you’ll create an approach that's more transparent, ethical, and customer-focused. Focus on building trust, delivering real value, and fostering genuine relationships, and you’ll find success in 2025 and beyond.

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1. What Are Sales Tactics?

2. Gap Selling

3. Flip the Script

4. Challenge with Insights

5. Leverage Social Selling

6. Buyer Intent Signals

7. Engage Multiple Decision-Makers

8. Warm Up Cold Leads

9. Embrace Video Selling

10. Sell Value, Not Features

11. Consultative Selling

12. Active Listening

13. Non-Verbal Cues

14. Elephants in the Room

15. Power of Referrals

16. Co-create Sales Content

17. Customer Success Stories

18. Streamline and Simplify

19. Leverage Automation

20. Follow Up

21. Maximize Client Value

22. Sales Tactics to Avoid

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