B2B Sales Script


  1. Breaking the Ice / Rapport
  2. The Approach
  3. The Introduction / Building the need
  4. Buying Atmosphere
  5. Benefits Demo
  6. Transition to Close
  7. The Close
  8. Rebuttals
  9. Solidifying the Sale / Referrals
  10. Backup Plan Objection and Response Addendum


(Don’t rush into the approach – you have to find common ground/make a friend FIRST)  

“I was just on my way from sitting down with (name) at (neighboring business) and wanted to stop in and introduce myself.”  

“So how long have you guys been in business here?”  

“Is this your place?”  

(If it is) “Cool, did you build it from the ground up, or did you buy it/take it over from someone else?”  

“How long have you worked here?” (Reflect/comment)  

“What is it that you guys do exactly?” 



“Well listen, I’m (your name). I work with a lot of the other local businesses here in (town name), like…

(point to your business cards with your pen, and show 3-6 businesses close by or in the same industry) 

By the way, are you from here originally?

(Build more rapport, and as long as they’ve been in the area for a year, pull out your families for protection list.) 

“Oh cool, you probably know some of our clients in this area.” (set it down in front of them) “Who do you recognize on here?” (let them answer) “Cool! how do you know them?”  

“Well what I do for all these folks is pretty unique, so I usually take a couple minutes to show you what I do, and then you can decide if you want to talk more, or if you want to kick me out.” (SMILE.) “Sound fair?” 

(If not already sitting.) “Do you have a place to sit down / Is right here OK?”

(This is a confident statement, not a question. If there is an obvious place to sit down, you should already be sitting down and you don’t need to ask for permission.)  

SECOND APPROACH (use if given an objection after the first approach) 

(Smile, laugh) “You know, I get that a lot – most people say the exact same thing. I guess let me just ask you a question: if you got sick or hurt and couldn’t work, you’d probably want some extra cash coming in, right? Exactly, that’s what everyone says – that’s what I do! My job is just to show it to you.” (Open to first page with the list of what we cover.)  

“Just so I can keep it brief and give you a quick idea of what we do, which one of these would concern you the most?” 

“Why do you say that one?”  (Skip ahead to where you show the stats page.)  


“We help families when they’re dealing with bad stuff – like cancer, heart attacks, accidents. It seems like everyone I talk to knows someone who’s been through something. Like I was just talking with…”

(Share a story or two that have been shared with you by local people/families.  If they don’t volunteer their own story or experience, ask…)  

“Who’s the closest person to you — like a coworker (pause), a friend (pause), or even a family member — that’s had to go through something like that?”  

(Ask follow up questions and show a sincere interest in their story and empathize with them. **See “stories addendum” at the end of script for sample follow-up questions.**

“Have you known anyone else who’s had to go through something major like that?”

(Get out iPad/tablet and go to first page with the list of products.)  

“So (name) what we do is pay cash directly to families when they go through things like your (whoever you/they just shared a story about) went through, and it’s completely different from all of your other insurance.  Just so I can give you a quick idea of how this works, of these things – cancer, heart attacks/strokes, or accidents – which one would concern you or your family the most?” (let them answer) 

“Why do you say that one?” 


“(Name), this is going to be really easy to explain, and I’m sure you’ve heard of the American Cancer Society… (Read stats on the page, briefly)

“Some cancer is hereditary, but most isn’t – in fact, ” (read stats and risk factors). The good news is that 6 out of 10 people beat it, but the bad news is that it’s REALLY expensive.” (Pause, and flip page)  


“And (name), this is the most important page that I’ll show you. If this makes sense to you, you’ll want to get some extra protection just like all these other people.”

(show your client list/power names list for your town or county) 

“There’s 2 types of costs, and the one everyone knows about is the direct cost – like doctor bills, hospital bills, medicine – that’s the stuff that your health insurance covers.  

“Now most people I talk to have really good health insurance – is that the case with you? (If they say no, ask “Why do you say that?”)  

“Well if something major happened – like cancer, or a heart attack, or a trip to the ICU – your health insurance hopefully would pay most or all of your DIRECT costs; but the scary part for everyone I talk to is that, even with the best health insurance, there’s a lot of hidden costs. (pause) Do you have an idea of what I mean by that?”  

(Agree with whatever they say) Yes, that is definitely part of it. (then ask follow-up questions.)  

“Why do you say that? Anything else that might be a hidden cost?”  

(Go back to their story and paint a picture, asking questions and then putting them into that scenario. For example…) 

“When your aunt went through her breast cancer, about how many trips did she need to make to the hospital or cancer center where she got treated (once a week or more)? ”  

“I know it’s not something you want to think about, but given the statistics and seeing what (whoever they shared a story about) went through, if you (or your spouse, or your kids) went through something major like that, how would that impact you financially?” (Let them respond)  

(If they don’t elaborate) “Why do you say that?”  

Turn the page to the section with the four indirect cost categories, and once all 4 are visible 


“The indirect costs are tough to predict, and they can be different for everyone, just depending on their situation.  So (name), thinking through your situation, which one of these indirect costs; whether it be time away from work; or the living expenses; or the stuff insurance doesn’t cover; or out of pocket expenses; which one do you think might be the biggest for you if you guys had to go through something like your (aunt) went through?” (wait for them to respond)  

“Why do you say that one?” (wait for them to respond) 

“So when do you think most people realize how big those indirect costs are?”  

(WAIT FOR THEM TO ANSWER – and they have to answer: when it happens. THEY have to be the one to say it)  

“So, if God forbid, that happened, do you have anything in place today that would help you take care of those indirect costs?” (or use the one they stated in their answer)  

(If they answer no/ not really):  

“Well you probably have something, like savings or family you can borrow from or a vehicle to sell or retirement, but that’s not what most people think of as a great backup plan, right?”  

“That’s why everyone has been getting this: because it’s a supplemental plan that pays cash to you to protect your family, your retirement, your assets, and your future.”  


“It pays cash directly to you and your family, not to a doctor or hospital, in addition to any other coverage (like disability or AFLAC, if they said those); and it covers you and your entire family.”  

“Here’s an example of how it works.” (READ A REALLY GOOD CLAIM)  

“It’ll only take me about 5 more minutes to run through how it pays out and how much it costs: most people get it for a couple different reasons (Show names lists and why people like it.) Overall, it’s really simple, it’s super affordable, and it’s an easy decision because you get your money back if you don’t need it.”  


“Before I go through how it works, I want to share something with you and ask you for a favor.”  

“(Name), nobody buys this because they’re planning on using it. I’ll run you through it, and the favor I’ll ask is: if it makes sense to you and you’re healthy enough to qualify, get yourself protected today just like all these people did.” (tap your names list with your pen.) “It’s super easy. And if it’s not for you, feel free to tell me no. Just let me know either way, is that fair?”  

(Most people will give you their hesitation/objection right there. Only move forward if they give you a definite yes.)  


“Have you guys ever looked at something like this before? Does their employer offer something like it (where do they work)?”

(Try to get them to answer a couple questions where you can point out the need.) 

“Yeah, that’s what I’ve found with most other people as well: this usually isn’t the kind of thing you go looking for. There’s usually only two times people think about it: one is when I’m sitting here with them, and when do you think the other time is?” (When it’s too late.)  

“So if this makes sense for you, it’s different than anything you already have, there’s a plan that definitely fits your budget, AND I send you home with a packet that will summarize everything we talked about…would they trust your judgment on this?”  


“I understand. Is there a time where I can catch the two of you together outside of work or on a day off or a lunch break?”  


(Ask permission to demo off the story they shared with you; if they don’t have one, demo off a claim) 

“Here’s how this works. We have 4 levels of coverage, and our top 2 are the Elite and the Preferred – I’ll show you Preferred because it’s the most popular, but they all have the same benefits, and the payouts and rates are adjusted based on the level you pick.”  

(Only run through 4-5 benefits – e.g. initial diagnosis, hospitalization, surgery, chemo-radiation, and then quickly summarize the rest [based on the claim or story you’re using] and ‘take their temperature’ to see if you should skip ahead to the commitments page.) 

“If you get bad news, it pays a first occurrence benefit, and (turn page) if you’re in the hospital, it pays $XXX for every day you’re in the hospital. (turn page) Surgery, whether it’s in- or out-patient, pays up to $XXX for each surgery, from a biopsy which would be a smaller benefit all the way up to stomach or brain surgery. Chemo or radiation, whether it’s in- or out-patient, pays $XXX per day.”  


“After the first occurrence benefit, the rest of these benefits have no lifetime limits – do you know why that’s so important on a cancer policy?” (Let them respond.)  

“How long does cancer typically last?” (Let them respond.) 

“And if you think about most of your other insurance, once you file a big claim or a few claims, what tends to happen?” (Let them respond.)  

“Right, so that’s why we do no lifetime limits, so you’re protected as long as you need the policy, no matter how many times you need to use it or how long it lasts.”  

“I’m sure you can see why so many people want to get this, right?” (Let them respond.) 


“And keep in mind your medical insurance may cover most or all of the cost of this stuff, but this is money that comes directly to you to use in any way that you need. You can use this money for (whatever they told you their biggest indirect cost would be).”  

(Flip through the rest of the benefits and say…) “There’s a few more benefits, but most people don’t get this to use it…they get it for the protection. Do you see how it works?” (Let them respond.) 

“Great, the last part is the ICU. This rounds out your coverage for anything critical that could put you in the intensive care unit – like a heart attack, stroke, kidney failure, or a major car accident. Just like the cancer benefits, it pays cash directly to you for each day you (or your spouse/kids) are in the ICU at $XXXX per day, up to 30 days per stay. That doubles if you’re in a vehicle accident, and these also have No Lifetime Limits.”  

“Lastly, your cancer coverage has a 30-day wait period before it kicks in, but this part kicks in immediately as soon as the policy is in effect.”  


“So (name), just to wrap up, here’s our promises to you as a client.” (Read the Commitments page line-by-line.)  

“The last commitment is that we’ve never raised a rate on a policyholder in the history of our company.” [If they’re married] “And rates are based on the younger of two spouses… between you and your (husband/wife), which of you is younger?  And which of these age brackets do you fall into?”  

(Turn the tablet or book back toward you, so the client doesn’t see the rates and look up the rates, and write down the preferred cancer/ICU total as one price.)  

(While writing down cost) “Have you ever looked at getting health insurance outside of work – like what it would cost if you paid for it 100% out-of-pocket? How much was it for you guys? 

“Most people tell me to cover just themselves, it’s typically $200-500/month on average; and for a family, you’re usually looking at $700-1500/month. And the rate usually changes every single year, and a lot of times coverage goes down.”  

“One of the reasons everyone loves this is because your rate is guaranteed for life, no matter where you live or work, there’s no lifetime limits on the payouts, AND you get all your money back if you never need it. The preferred plan we went through together doesn’t cost $XXX like health insurance — it’s only $XXX. Not bad, huh?” (nod head and smile) 


“(Name), here’s the best part – all your premiums are refunded, minus claims.”

(read Return of Premium pages, as every state is slightly different)  

1. “If you never used it at all, at age _____ you’d get 100% of your premiums back TAX-FREE, which would be…”

(calculate their rate x 12 months x ____ years, and write down/show them the total) 

2. “Most people use it at some point and file a small claim, so if it was $5,000, you would get the difference.”

(subtract that amount from the total, and write down/show them the new total) 

3. “The unexpected happens and you need to file a large claim where we pay more than you ever paid in – you wouldn’t owe any money, and your policy has done exactly what it is designed to.”  

“After your money is returned, you get to keep the coverage at your starting rate today, and you’re still protected.”  

“Don’t you wish all your insurance worked that way?!”  


“(Name), now that you’ve seen the whole thing, what do you like best?  Because different people like different things about this.”

(Show your client names list and reasons enrolled.)  

“Some people like the fact that the money comes right to them and they’re in control of what they use it for. Others like how affordable it is – in fact, most people spend more on a cable TV bill or cell phone bill than they do on this. And for a lot of people, the money back part is the thing they like best, because they’re not wasting money in the event they stay healthy and best case scenario, they just ended up saving money that may not have set aside otherwise.” 

“So for you, (name) what appeals to you the most?”  

“Well this might be a silly question but what about (restate what they said) specifically is important to you?”  

“Given your situation with having seen (accidents/cancer/heart attacks/strokes) happen before, and that this is totally different than anything else you already have, why would it make sense for you to have something like this in place?”  

“Right, and that’s exactly why so many people end up getting this.”  


“(Name), before I can offer this to you, let’s see if you qualify.” 

(Ask the health questions on the application) 

“Great! You do qualify. So, is your legal name ______? ” (Break eye contact and continue filling in information.) “And when’s your birthday?” “What’s the address where you’d want the policy to come?” (Proceed to fill app assumptively) 

** If you’re going to get an objection, it’s probably right here, so be ready with your rebuttals **  

“Okay, (name), who would you want to be the beneficiary if something happened to you?”

(Continue application. Break eye contact, show where to sign and busy yourself while they look over the information.)  

“We talked about the preferred plan (pick the one they chose earlier), which is $XX. You can take care of it annually, semi-annually, or monthly which most people do. Do you prefer monthly as well?” (Nod and keep eyes on the app.)  


“The initial premium comes out right away when you want the policy to start, and then your drafts start next month. When do you want the coverage to start: today or end of the week?” (Break eye contact, head down, pen/finger to app)  “You can pick any day of the month between the 1st and the 28th – which day works best for you?” 

“Cool, and where do you bank at? Is that here in (city)? You don’t write paper checks anymore do you (laugh)? Do you use mobile banking, or do you have your account number memorized?” (Take care of signatures.)  

“You will receive a paper copy of your policy in the mail in approximately 10-15 business days. In the meantime, I’ll email you a copy of a brochure that will outline everything we talked about today in case you need to refer back to it before then.”  

8. REBUTTALS (if necessary)  


“(Name), I totally understand where you’re coming from, and a lot of my clients felt the same thing at first. And I ask everyone the same question: If you KNEW that you (or your spouse or your kids) were going to get diagnosed with something (or get into a bad car wreck/have a heart attack, etc) a month from now, would you buy this?” (If they say no, then they’re not going to buy. If they say yes, then…)  

“Exactly. (pause) So how do you know that’s NOT going to happen?” 

“Well, given the fact that you’re going to get all of your premiums back regardless of whether that happens or not, it’s just smart to get protected while you still can, right?” (Go back into the app)  


“(Name), I understand exactly how you feel; a lot of people say the same thing at first. Let me share something with you:” (Read a claim)  

“The reason why I share that with you, is because there’s only two times that people think about this. One is when we’re sitting here talking about it, and the other time is when? (let them respond) 

Right. So, let’s get you covered today, because you never know what tomorrow holds. (Head down pen to paper, go back to the app where you left off.)  


“(Name), I wouldn’t expect you to buy this unless you saw the need and a worthwhile benefit for you (and your family). Everybody gets it for different reasons, and for you, remind me, you said the thing that appealed to you most was ______, right? So, since you get your money back if you don’t need it, let’s go ahead and get you covered. Sound good?”  


“Do you mind if I add your name to my families for protection list? If you had to pick the top one or two reasons why you decided to get this, what would they be?”   

“Here’s my business card with my cell phone number, and you’ll want to put that in your phone under ‘(Cancer/heart/accident) insurance,’ since that will probably be the easiest to remember in case something ever happens. Be sure to let your beneficiary know that you have this, just in case.”   

“Also, here’s a one-page overview of what we covered today. I’m going to write your return of premium that you’ll get back assuming you stay totally healthy.”  


“One last thing you could help me with before I go: most people don’t think about this until the day I show up, or when it’s too late. So is there anyone else here at work that I can talk to?” 

“Where did you work before this? Who handled insurance there? Any previous coworkers I should talk to if I stop in there?” 

And who of your family and friends would at least take a look at this if I got in touch with them?”

“Awesome, that helps me out a ton, I really appreciate it.”  


YES, I have AFLAC/ disability/ etc:  

“Great! Tell me more about how that works.” (Listen, and follow up with questions that may include…) “What plan do you have? Is that on just you or is that on everybody?” (If it’s disability) “How long does that take to kick in? What percentage of your income does it cover? How long does it last?”  

(Specifically with disability) “I know you don’t really want to think about this, but in the event that your spouse or your kids got sick and they were the ones dealing with it, you’d probably want to be there to support them, right? If they were the ones going through that, how much would your disability pay you?” (Wait for them to answer: Nothing.) “That’s why so many families get this: We pay the same amount no matter who it is.”  

“Besides that, what else do you have in place that would pay you cash for those indirect costs?”  

“Even with AFLAC (or whatever they have), if you weren’t able to work for 6 months or longer, do you think you would still want to have more protection to help with those indirect costs?  

“So that’s the biggest reason everyone gets this: because it’s the peace of mind of knowing your income, your assets, and lifestyle are protected.”  

YES, I have savings, investments, etc.:  

“That’s why so many people get this, because we pay you money and protect the money you’ve worked hard for. My guess is that your savings account isn’t your backup plan for cancer, right?”

(Let them answer. If they say it is, they’re probably not going to buy and you should wrap up the conversation and leave graciously; If they say no or you’re right, then keep going!)