Once they're talking, what do you ask? This module gives you the 7 questions that reveal whether a lead is worth meeting with, plus how to listen for buying signals.
You don't need all 7 in every call. Pick 3-4 based on what you've already heard. Order them so the easiest ones come first (volume, lines, tech) and the more sensitive ones come later (pain points, time horizon).
| # | Question | What you're listening for |
|---|---|---|
| 1 | "How many policies are you binding a month?" | Sizes them. Under 20/mo = Launch tier. 20-100 = Build. 100+ = Command. |
| 2 | "What lines are you mostly focused on?" | Confirms Personal Lines (good fit). If they say E&O, professional liability, or specialty lines, fit is weaker. |
| 3 | "What are you using for a CRM right now?" | If they say "spreadsheet" or "we don't really have one" — huge opportunity. AMS360 / EZLynx / HawkSoft = they have an AMS but probably no real CRM. |
| 4 | "How are you currently following up on quotes that don't close right away?" | Almost always reveals they have no system. This is the wedge. |
| 5 | "How many people on your team?" | Solo / 1-3 / 4-15 / 15+. Helps tier them. Owner involvement scales with size. |
| 6 | "What's working for you right now in terms of getting new business?" | Listen for: "referrals" (good for module 6 referral hook), "website" (where do leads go?), "Google" (SEO opportunity), "ads" (cost per lead). |
| 7 | "If we could fix [pain they mentioned], what would it be worth to you?" | Gets them to attach a dollar value. Sets up the pricing conversation in the meeting. |
Means they're considering it. Don't quote on the phone — defer to the meeting. "We can dig into pricing on the call. Most agencies your size land between $647 and $1,447, but the right tier depends on a few things."
"Yeah, follow-up is a problem for us." Or "Honestly we've been thinking about getting a CRM." That's gold. Acknowledge, then book the meeting.
Means they want details, but the cold call isn't the right venue. "Great question — honestly the easiest way to show you is on a screen-share. I've got Thursday at 10 or Friday at 2."
"We do about 30 quotes a month." Use that. "Got it — if you're closing 25%, that's 7-8 binds. Most agencies we work with bump that to 10-12 just from automated follow-up. Worth 20 minutes to see how?"
"We tried HubSpot but it didn't really fit." Big opportunity — we're built specifically for insurance, that's the wedge. "That's the thing — HubSpot is built for tech companies. We're built for agencies. Worth showing you the difference?"
If you've been on the phone 4+ minutes and they're still engaged, the meeting is happening. Just ask.
| If they say... | What to do |
|---|---|
| "We're a captive State Farm/Allstate/Farmers" | Disqualify. "Got it — we work mostly with independents. Best of luck though." |
| "We just signed with another vendor" | Ask for the renewal date. "When does that contract come up? I'd love to circle back." |
| "We're 100+ employees" | Probably too big. Ask qualifying questions but consider if they have procurement/IT layers that slow everything. |
| "Take me off your list" | Respect it. "Will do — have a good one." End the call. |
| "I'm just an account manager / CSR" | Ask for the owner's name. "Totally — who would I want to talk to about marketing or growth at the agency?" |
Each link opens a YouTube search. Pick whichever video looks best in the results.
Each module builds on the previous one. Hit next when you're ready.