Transparency and product knowledge are important in life insurance sales—but they’re not enough. To really connect, agents need empathy. And in an industry that deals with life, death, and everything in between, empathy can be your most powerful sales tool.

Why Empathy Is More Than Just a Nice Touch

Empathy means understanding how your prospect feels—not just sympathizing, but actually placing yourself in their shoes. It’s the ability to hear a client’s concerns, understand their fears, and respond with reassurance. In life insurance sales, this emotional intelligence is essential.

A 30- to 60-minute presentation must convey more than numbers and benefits—it must build a human connection. Clients won’t just be buying insurance; they’ll be buying peace of mind. That’s a much bigger ask than you might realize, and empathy is what bridges the gap.

Lessons from the Pandemic: Empathy Became a Priority

COVID-19 reshaped the way we sell. Suddenly, virtual selling became the norm. At the same time, customers began prioritizing needs over wants, and meaningful connections became more valuable than ever.

Empathy helped sales teams navigate that uncertain time—and it’s just as important now. Whether in-person or over video, your ability to relate to your client’s life experiences can be the difference between a no and a yes.

The Emotional Journey of Buying Life Insurance

For prospects, buying life insurance triggers some deeply personal thoughts:

• “What will happen to my family if I die unexpectedly?”

• “Will my spouse be able to cover our debts?”

• “Can we afford funeral costs?”

Those are tough thoughts to face—and most customers are quietly wrestling with them during your pitch. When you show empathy, you’re acknowledging that inner struggle and offering a solution that feels personal and real.

Empathy Builds Loyalty and Trust

Sales aren’t just about closing deals—they’re about building relationships. Prospects who feel heard are more likely to trust you. And trust turns into long-term loyalty, even referrals.

Empathy also helps you read subtle cues like facial expressions, tone, or hesitation. When you notice a shift, you can slow down, ask questions, and engage on a deeper level. That small pause could reveal the concern that’s stopping them from signing.

How to Infuse Empathy into Your Virtual Presentations

Sales meetings are increasingly happening online. The good news? Empathy works just as well over video if you approach it right.

Use screen-sharing tools like CranWheel, which allows your prospect to join with no downloads or tech hurdles. Not only can they view your presentation instantly in their browser, but CrankWheel’s remote control feature allows them to interact with your screen in real-time, making the experience more engaging and collaborative.

You can walk them through policy comparisons, show claims processes, or even tell stories of real families who’ve benefited from coverage—all without needing to leave the browser.

The goal: Make it feel like a conversation, not a transaction.

Four Practical Tips to Show Empathy During Sales Calls

Dr. Patricia Watson from Texas A&M outlines four core behaviors that build empathy in conversations:

1. Create a judgment-free zone – Your prospect may be emotional or vulnerable. Acknowledge their experience without judgment.

2. Take their perspective – Listen actively. Nod. Mirror their concerns. Show you understand.

3. Voice their emotion – Reflect their feelings back to them: “That must’ve been really tough.”

4. Communicate understanding – Use phrases like “I understand where you’re coming from” to validate their experience.

Tone also matters. Speak slowly, clearly, and calmly. Match their energy, and use pauses to create space.

What Happens When Empathy Is Missing?

A sales pitch without empathy feels transactional. It lacks warmth. Your prospect might check all the right boxes logically, but still walk away feeling unseen—and looking elsewhere.

Empathy creates a sense of safety and respect. It helps prospects make big, emotional decisions with confidence. Without it, even the best product pitch can fall flat.

Keep Learning: Resources to Sharpen Your Empathy Skills

If you’re ready to elevate your approach, consider checking out:

• Empathy in Action by Tony Bates

• She Sells: The Empathy Advantage by Megan DiPiero

• The Empathy Advantage by Heather E. McGowan

• Online training sessions or workshops tailored to emotional intelligence in business

These resources can help you move from “doing empathy” to being empathetic—and your clients will feel the difference.

Additional Resources