How to prepare for an insurance client meeting
A good insurance meeting starts long before you mention a product. The needs analysis comes first and the recommendation follows from it. This page is a preparation checklist for advisers, with the questions worth preparing and a way to rehearse them.
This guide describes general principles based on EU rules (GDPR, the ePrivacy Directive and the Insurance Distribution Directive). National law differs between countries, so check the rules in your country and your client's country. Your firm's own procedures and the rules that apply to you decide what is required; the guide is general information, not legal advice.
The principle: needs first, recommendation second
In the EU, insurance distribution is shaped by the Insurance Distribution Directive, which each country applies in its own law. In general, a distributor identifies the client's demands and needs before proposing a contract and can explain why a recommendation fits. Check the exact requirements in your national rules and your firm's procedures.
- Plan the meeting around the client's situation, not around a product you want to present.
- Prepare to ask more than you say in the first part of the meeting.
- Decide in advance that no recommendation comes before you have summarised what you heard.
Before the meeting: a preparation checklist
Preparation is mostly about removing surprises for both sides.
- Write down what you already know about the client and what you do not, and do not assume the second part.
- Agree the purpose and the time, and ask the client to bring current policies and any recent statements.
- Find out who makes the decision. If a partner is involved, invite them.
- Prepare how you will introduce yourself: who you are, in what capacity you act and how you are remunerated.
- Prepare questions rather than a pitch.
Questions worth preparing
Order the questions from the client's life to the insurance, not the other way round.
- Personal and family situation: who depends on the client's income, and what commitments exist.
- Income and reserves: how long the household could manage if income stopped.
- Existing cover: which contracts exist, what they include and when they were last reviewed.
- Risks and priorities: what worries the client most and what should be secured first.
- Preferences and budget: what the client is comfortable paying, and what matters beyond price.
- Sensitive topics such as health: ask only what is necessary and explain why.
Between analysis and recommendation
This short step is where many meetings go wrong, because the adviser jumps ahead.
- Summarise what you heard in a few sentences and ask the client to correct anything.
- Only then match the situation to options, and explain why each option fits.
- Say plainly what the options do not cover, what they cost and what the client commits to.
- Never suggest ending an existing contract without explaining the consequences, and leave time for the client to decide.
Prepare for the likely objections
Most clients raise a few predictable objections. Preparing short, honest answers keeps you calm.
- "It is too expensive", "I need to think it over" and "I already have insurance through my bank" are common.
- Treat each as a request for information, not as a refusal, and answer with a question first.
- The related guides on this site cover each of these objections with example responses.
Rehearse the opening and the first questions
The opening and the first five questions set the tone, so they are worth rehearsing out loud.
- Run a short practice call with an AI customer who has a family and an existing policy, and ask your questions in order.
- Replay the call and check whether you listened, or whether you were already thinking about the product.
- Repeat with a more sceptical client until the sequence feels natural. DIRI AI is for training, not for evaluating people.
Frequently asked questions
Why must the needs analysis come before the recommendation?
Because a recommendation only makes sense in relation to the client's situation, and in general the rules for insurance distribution expect demands and needs to be identified first. Check your national rules and your firm's procedures.
How long should the needs analysis take?
As long as it needs, and that depends on the client and the product. Rushing it is the most common mistake, so agree enough time at the start.
Should I bring a presentation?
A short summary of what you heard can help, but a presentation prepared in advance tends to pull the meeting towards a product. Prepare questions first.
What if the client already has insurance?
Start from what they have. Ask what it covers and when it was last reviewed, and never suggest cancelling before explaining the consequences.
How can I practise the opening?
Run a short voice call with an AI customer, ask your opening questions out loud and replay it. The practice is for your own training and not for evaluating employees.
Rehearse the meeting out loud
Try it with a voice AI client and replay your own call afterwards. The Free plan includes 3 voice calls a month of up to 5 minutes each; a pilot is available for teams. DIRI AI is for training and coaching, not for evaluating or ranking employees.