Rita didn’t start in insurance as a natural salesperson. In fact, she began as her husband’s appointment setter. Today, she’s a consistent $20K/month insurance producer who’s built her success on confidence, empathy, and calm communication. In this powerful training with David Price and the We Are Insurance Agents community, she shares the exact strategies she used to master the art of closing.
From Appointment Setter to Full-Time Producer
When COVID hit in 2020, Rita—then a massage therapist—pivoted to help her husband, Brian, with his new insurance career. She started out just booking his appointments, but over time, something shifted.
“I didn’t want the responsibility at first. But more responsibility means more gain.”
Rita leaned into the discomfort and eventually became a full-time agent herself.
The Power of Confidence in Closing
According to Rita and David, the biggest difference between agents who struggle and agents who close consistently comes down to one thing: confidence.
That confidence starts from the first hello:
- Mirror your client’s energy and tone
- Don’t be scared to ask questions
- Stay calm, slow down, and take your time
“You’re the expert, even if you don’t feel like it. You know more than 98% of the people you’re talking to.”
Mirror and Match
Whether your client is high-energy or mellow, Rita advises agents to match that tone. Going too fast or too hard can scare people off. Matching their energy creates comfort and trust.
Ask the Right Questions
Confidence comes from being in control of the conversation—and that means asking questions like:
- “What made you call in or request this info?”
- “Do you know the difference between term and whole life?”
- “Do you know anyone who passed away unexpectedly?”
The key is listening deeply. If a client says they lost someone recently, pause. Feel it with them. Empathy is your superpower.
Don’t Get Robotic
Avoid running through scripts like a robot. Instead, make every question conversational and relevant:
- “Wow, sounds like your medication is working well. How many blood pressure meds are you on?”
- “Any prescriptions you’re not taking right now?”
Dig into the why behind their request and make it personal.
Handle Objections with Empathy, Not Pressure
When clients say they “just want a quote” or “need to think about it,” Rita leans in with curiosity:
- “Do you think your wife is going to bury you or cremate you?”
- “If you passed unexpectedly, what would your family do right now?”
This isn’t pushy—it’s purposeful. And it works because the client starts to say the truth out loud.
The Close Starts With the Introduction
The close isn’t a line at the end. It starts from the moment you pick up the phone. Rita closes over the phone by building:
- Calm, confident rapport
- Curiosity-led questions
- Space for the client to process
She always gives two to three options, personalized based on what she’s learned, and then stays quiet.
“Ask, then sip your tea. Whoever speaks first loses.”
Pro Tips for Retention & Referrals
After every sale:
- Send a handwritten welcome packet
- Include a bright envelope, business card, magnets, and personalized policy summary
- Follow up with a text or call to check in
This builds massive trust and improves retention. It also opens the door for referrals when you call to check in.
Final Words: Confidence Is a Habit
Rita closes $20K/month not by being a natural closer—but by:
- Staying calm
- Practicing empathy
- Asking smart, open-ended questions
- Treating people like family
Her advice for new agents?
- Focus on connection over commission
- Dig deep on the “why”
- Be bold, not pushy
- And always close on the first call if possible
“When someone says, ‘I wasn’t planning to do anything today, but I trust you,’ that’s when you know you’re doing it right.”
Follow David Price at @davidpriceofficial
Join the agent community at weareinsuranceagents.com
