Want to get better at cross-selling? Here’s a quick change you can make to your presentation that’ll help you improve right away: present a bundle, not individual products.

Many new agents look at cross-selling as the process of selling one product then selling another. It can work that way, but it’s not necessary – a better way to describe it is as the process of selling multiple related products in a single appointment. The difference is important because it influences the way your client perceives the cost and value of the coverage. Consider these two slightly different presentations:

“Mr. Client, the life insurance policy we’ve discussed is going to come to $600/year. I’d also recommend adding cancer coverage for another $250/year, as well as disability income insurance for $300/year. Altogether, we’re looking at $1150/year.”


“Mr. Client, based on everything we’ve discussed I’d recommend life, cancer and disability coverage. The total cost to you would be $1150/year.”

The first presentation leaves our client’s head spinning – how did we get from $600/year to almost double that? What additional value am I getting for all that extra money? What do these other policies do? Unfortunately, this is the approach many new agents take when they first start cross-selling. The fact-finder and presentation for the initial policy might be spot-on, but the other stuff is just thrown in at the very end. Cost is mentioned but no value is established, which makes the whole thing feel like a sneaky up-sell that’s been thrown in at the last minute. That’s not the vibe we want to emit here.

The difference in the second presentation is small, but once you start using it you’ll see how powerful this little change can be. The door is still open for our clients to ask questions and raise concerns, and we’re not going to “slam” them into a policy that they don’t understand. But we must also appreciate the fact that our clients don’t really look at insurance the same way we do. We’ve got multiple contracts and products and carriers, and we’ve got to keep it all compartmentalized in our minds.

Our clients aren’t necessarily interested in the nuanced differences between carriers as we must be – they just want their agent to mitigate their insurable risks in the most efficient way possible. In other words, they’re not worried about the individual products so much as they’re worried about getting their own problems solved. So don’t present individual products – present a single, bundled solution to their insurance needs. Trust me, they’ll like it!