Cross-selling means suggesting a second product to someone who already holds one with you, for example life cover to a motor or home policyholder. The customer trusts you with one policy but may not see why they need another. Objections are normal, and they are often questions in disguise.
This guide gives objection drills you can run alone or with a partner. It uses a simple three-step pattern often taught as LEE: Listen, Empathise, Explore. Adapt the wording to your products and follow your firm's rules on advice, suitability and how products must be described.
The LEE pattern
Listen. Let the customer finish. Do not prepare your answer while they talk. Note the exact words.
Empathise. Show that you understand the concern before responding. This is not agreement, only acknowledgement. "That is a fair thing to ask."
Explore. Ask a question that finds out what is behind the objection. The answer tells you whether there is a real need, a misunderstanding or a firm no.
Only after these three steps should you offer information, and often the customer's answer changes what you say. If the exploration shows no need, the right move is to close politely.
Why explore matters in insurance
Insurance is a product people avoid thinking about. An objection such as "I do not need it" may mean:
- They truly have cover elsewhere.
- They do not understand what the product does.
- They think it costs more than it does.
- They have had a bad experience with a claim.
- They do not want to discuss death or illness on the phone.
Each reason needs a different reply. Guessing wastes the call; asking finds the real one.
The drills
Each drill has an objection, a LEE-style reply and a note on what to watch for. Say each reply aloud rather than reading silently.
Drill 1: "I do not need life insurance."
Listen to the whole sentence. Empathise: "Many people feel that way until they think about who depends on them." Explore: "Can I ask, is there anyone who would rely on your income if something happened?"
Watch for: do not assume the answer. If they live alone with no dependants, accept it.
Drill 2: "I already have cover through work."
Empathise: "That is a good start." Explore: "Do you know how much it would pay out, and whether it stays with you if you change employer?"
Watch for: do not claim their workplace cover is poor. Ask and let them reflect.
Drill 3: "It is too expensive."
Empathise: "Cost matters, especially with so many bills." Explore: "What monthly amount would feel comfortable for something like this?" Then check whether a smaller level of cover fits.
Watch for: quote the real price, not a vague "from" figure.
Drill 4: "I am young and healthy."
Empathise: "That is true, and it is a good time to look at it." Explore: "Do you have a mortgage or any commitments others would have to cover?"
Watch for: avoid fear-based language. Stay factual.
Drill 5: "I need to talk to my partner."
Empathise: "Of course, it is a joint decision." Explore: "What would your partner want to know? I can send a short summary that answers it."
Watch for: offer something concrete, and agree whether a follow-up is welcome.
Drill 6: "I do not trust insurers to pay."
Empathise: "I understand, and it is a reasonable worry." Explore: "Was there a particular experience behind that?" Listen carefully before responding.
Watch for: do not defend the industry. Describe how claims work in your firm without promising outcomes.
Drill 7: "Not today."
Empathise: "No problem at all." Explore: "Would it be useful if I left the details with you, or is this not something you want to look at?"
Watch for: this may be a polite no. Accept it, and record it if allowed.
Drill 8: "Why are you calling me about this?"
Empathise: "That is a reasonable question." Explore: "I am calling because you already have your home policy with us, and I wanted to check whether anything else would be relevant. Is that something you would want to hear about?"
Watch for: give a clear, honest reason and an easy exit.
Rules that keep the call honest
- Ask about needs before describing products.
- Describe benefits, exclusions and costs accurately.
- Do not pressure someone who has said no more than once.
- Do not imply that existing cover is inadequate unless you know it is.
- Record outcomes according to your firm's procedures.
If you are unsure what you may say on a call, ask your compliance or team lead before the call, not during it.
How to run the drills
Alone. Read the objection aloud, then say your reply without looking. Record yourself and listen for rushing, defensiveness or reading from a script.
With a partner. One person plays the customer and picks objections at random. The seller must complete all three LEE steps before offering information. Swap after five minutes.
With an AI customer. In DIRI AI, the AI plays the customer on a real voice call. You can set up a scenario where a home policyholder resists a life cover suggestion and see how you handle the objection in real time. The report afterwards shows moments worth retrying. See the sample dialogues for an example and how scoring works for what is covered.
Keep sessions short and regular. Ten minutes a few times a week beats one long session. For wider objection frameworks, see objection handling practice.
Common mistakes
- Skipping empathy and jumping straight to a rebuttal.
- Asking closed questions that get a one-word no.
- Treating every objection as a request for more information.
- Making claims about customers' existing cover without evidence.
- Continuing after a clear decline.
A short checklist
- Listened to the whole objection
- Acknowledged it before replying
- Asked an open question to find the reason
- Replied to the real concern, not the surface one
- Accepted a no and closed politely
Related: Insurance Phone Sales Practice, Sales Call Role-Play Exercises, Renewal and Upsell Call Practice, The LAER objection handling framework. Free tool: Sales Glossary.
FAQ
Is LEE the same as other objection frameworks?
It overlaps with several, such as Listen, Acknowledge, Explore, Respond. The idea is the same: understand before you answer.
How many times can I address one objection?
Once or twice at most. After a second clear no, stop.
Should I cross-sell on a claims call?
Be careful. A customer dealing with a claim may be stressed. Many firms advise waiting, so follow your own rules.
Can I practise without a partner?
Yes. Say replies aloud, record yourself, or use an AI customer on a voice call.
To rehearse cross-sell objections out loud, try DIRI AI. The Free plan gives you 3 voice calls a month of up to five minutes each, with no card needed. Start free and choose an insurance scenario.