Think back to the last time a client asked you about an insurance policy — and you realised, by the end of the conversation, that what they actually needed was something entirely different from what they’d originally asked for. That’s a paradox that plays out more often than you’d think.
People rarely know how to describe what they need. And even more rarely do they say it upfront. They come in with a general question about prices or coverage, while behind it lies something far more personal, far more meaningful. A worry keeping them up at night, a change in their life that’s shifted how they see things, a dream they want to protect.
Your role as a consultant isn’t to present products. It’s to listen between the lines, understand the person in front of you, and find the solution that genuinely fits their life. And that starts with asking the right questions.
Why questions change everything
There’s a trap many consultants fall into — even experienced ones. They walk into a meeting ready to talk, to present, to persuade. They’ve prepared their arguments, they know their products inside out, they’re ready to handle any question. And yet something doesn’t click. The client doesn’t open up, the conversation stays on the surface, and they leave without making a decision.
The problem isn’t knowledge or preparation. It’s that the consultant talked more than they listened. The client sitting across from you isn’t simply looking for an insurance policy. They’re looking for someone who understands them, who treats them as a person rather than a transaction. And when they feel that, trust follows on its own. The questions below aren’t sales techniques. They’re ways of showing you genuinely care.
The 5 Questions
Question 1: “What is worrying you most right now?”
There’s something almost magical about this question. It immediately shifts the conversation away from products and prices, towards the person and their needs. You’re not asking about insurance — you’re asking about their life. And the answers will surprise you.
Someone might tell you they worry about their children, about what would happen if they faced a serious health issue. Another might mention their business and the guarantees they need to keep it running. Someone else might be thinking about a trip they’ve been planning for a long time and don’t want anything to go wrong. Every answer is a window into their life, an opportunity to see what truly matters to them. Let them talk, resist the urge to respond immediately, and take notes. What they share here will guide you throughout the entire conversation.
Question 2: “If you could change one thing about your current coverage, what would it be?”
This question does something very clever. It gives the client permission to be honest without feeling uncomfortable. You’re not asking whether they’re dissatisfied — you’re asking what they’d like to be different. And that difference in phrasing is enormous.
They might tell you the process felt complicated and time-consuming, that they didn’t feel truly listened to, or that the coverage didn’t live up to expectations when they actually needed it. Every one of these answers gives you exactly what you need to show how you and SoEasy can make a real difference in their life.
Question 3: “What does the word ‘security’ mean to you in your own life?”
Yes, it’s a deep question. One that goes beyond the usual and touches something more meaningful. And that’s precisely why so few consultants dare to ask it. They worry it will seem too personal, that the client will feel uncomfortable. In reality, the opposite happens.
For a new parent, security means knowing their children will be taken care of no matter what. For a passionate traveller, it means being able to explore the world without anxiety. For a business owner, it means protecting what they’ve built with so much effort and dedication. When you understand what security means to the specific person sitting in front of you, you know exactly what to recommend — and why.
Question 4: “What are the most important changes you expect in your life over the coming years?”
This is the question that sets apart a simple salesperson from a true consultant. It shows that you’re not only interested in today’s transaction, but in the client’s life as a whole — their future, their plans, their aspirations.
A young couple planning to start a family has very different needs from a young professional just beginning their career. An entrepreneur looking to expand has completely different requirements from someone planning to retire in a few years. When you look ahead together with your client, you become part of their life. And that isn’t easily forgotten.
Question 5: “What would make you feel you’ve made the best possible decision today?”
The most strategic question of all — and the best one to ask before you reach your proposal. It reveals with absolute clarity the criteria by which the client will judge their decision. And that is invaluable.
Some want to know they got the best price on the market. Others want the most comprehensive coverage they could find. Others want to know there’s someone reliable beside them if they ever need help. When you know how the client themselves defines a “good decision”, you stop selling and start helping. And that is the most meaningful difference a consultant can make.
A final thought
These five questions aren’t a script to follow step by step. They’re starting points for a genuine, human conversation. Sometimes a single question will open a door you didn’t expect, leading you in a direction you hadn’t planned. Follow it. The ability to adapt to the person in front of you, to let the conversation unfold naturally, is the most valuable tool you have as a consultant — more valuable than any technique or presentation.
SoEasy trains consultants who make a difference
At SoEasy Insurance, we believe deeply that the best consultants don’t sell insurance. They solve problems, build relationships, and stand by the people they work with at every significant moment of their lives. That’s why we invest continuously in the training and development of our partners, through programmes that address both the technical knowledge and the human skills that truly make a difference in this profession.
If you’re not yet part of our team and what you’ve just read resonates with you, we’d love to meet you. Visit us at soeasyinsurance.com.cy/become-a-partner/ or get in touch on 7777 4567. Send us your CV here: info@soeasyinsurance.com.cy
Because at SoEasy, we always start with the right question.