The Life Insurance Training Show
by Colter Johnson
Where we talk about how to upgrade your thinking- so you can write more policies and make those policies worth more- all while having a bigger impact on those around you.Learn more at https://insurancesalespro.org/teamledlifesales
Episodes
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Why You Keep Getting Shut Down on Life Insurance (And How to Fix It)
Getting shut down when you bring up life insurance? Here's why. Most P&C agents are doing what I call the "shotgun approach"... bringing up life insurance the same way to every customer, hoping something sticks. And it doesn't work. The customer shuts you down because they didn't call you to talk...
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If you want your P&C team writing life insurance in 2026, watch this
can book time with me here.
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Your team will never write life insurance if you keep doing this
Your team is writing all the auto and home. But they're still not writing the life insurance, are they? Here's why. It's not because they don't care. It's not because they don't know life insurance matters. And it's definitely not because they haven't been trained. It's because they're asking...
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This is why your life production is inconsistent (and how to fix it)
For three years, I wrote 0-1 life policies per month as a P&C producer. I was bringing it up on every call. But I was still getting shut down. Then I changed one thing. I stopped asking if customers wanted life insurance. And I started recommending it based on what was already in front of me. The...
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Why Every $3million P&C Agency Should Be Writing 8+ Life Policies Every Month
Most P&C agency owners don't have a life insurance lead problem. They have a conversation problem. In this video, I break down the math behind a typical $3 million P&C book of business and show why your agency is probably already sitting on enough opportunities to consistently write 8+ life...
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The Real Reason your Team Avoids bringing up Life Insurance
If your P&C team won't bring up life insurance, it's not because they don't care. It's because they've been taught to lead with the full life needs analysis… and that approach feels salesy to them and overwhelming to the customer. In this training, I'm going to show you why that happens and how…
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How this P&C Agency Wrote 42 Life Policies in One Month. (Without the owner doing any of them.)
Most P&C agency owners know there's money sitting in their book. Life insurance commissions. Bonuses they used to count on. Cross-sell revenue just sitting there... unconverted. The problem? Their team isn't capturing it. In this video, I'm going to show you how James's agency went from...
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Why Your P&C Team Isn’t Selling Life Insurance — And What To Fix First
Most agency owners try to get their team writing more life by giving them more life insurance training. That's part of the problem. In most agencies, the life sale doesn't die because the producer forgot what term insurance is. It dies way earlier. It dies in the awkward jump from auto and home…
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The Emergency Contact Method to Cross Sell Life w/ P&C
Most producers think they have a closing problem with life insurance. They don't. They have an opening problem. When you lead with the product ("where do you have your life insurance?"), you set yourself up for every objection in the book. "I'm good." "I've got it through work." The conversation...
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The Roadmap to $100k in Life Premium for P&C Agencies
Most P&C agencies are sitting on a six-figure life insurance opportunity and don't even know it. You've got the lead flow. You've got the book. People already trust you. The problem isn't the opportunity. It's that the standard way the industry teaches you to sell life insurance does not fit a…
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130 - Handling the "I need to talk to my spouse" objection
"I need to talk to my spouse first" — we've all heard it. It's a reflex. An easy out. And when your prospect goes home, they're not explaining the value you built — they're talking price. Price without context loses every time. In this episode, I'm giving you two questions that flip the script…
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AI is coming for your Agency
70-80% of insurance shoppers start their buying journey online — without ever talking to an agent. That's not a warning. That's already happening. In this episode, I break down why AI will win the speed game and the convenience game every single time — and why competing on price and quoting fast…
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Stop Pitching Life Insurance. Start Positioning It.
Your customers didn't call you for life insurance. They called for auto and home. So why are you pitching it like a separate conversation? In this episode, I break down the exact four-step framework I used to make life insurance feel like it belongs in every P&C conversation — not bolted on at…
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7 Moments That Make Life Insurance Easy to Sell in P&C Agencies
Your team is walking past life insurance sales every single day… they just don't know it. In this episode, I break down the 7 high-leverage moments that happen in every P&C agency where life insurance practically sells itself. These aren't cold pitches or forced conversations. These are the...
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Why Life Insurance Conversations Feel Hard
If you're a P&C producer or agent and life insurance conversations feel awkward, forced, or like you're being pushy — it's not a you problem. It's a design problem. In this episode, I break down why most agencies struggle with cross-selling life insurance and why the common advice of "just bring…
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The “Right” Policy Is Leaving Families Broke: Why Small Life Policies Win
The insurance industry has been lying to you — telling you that if you can't sell the "right" amount of life insurance, don't sell anything at all. Meanwhile, families are left with $8,000 in savings and a GoFundMe page. In this episode, I'm breaking down why "something is better than nothing"...
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Asking Is Not a Strategy: Why P&C Agencies Struggle to Sell Life Insurance
In this episode, I break down why "just ask more" is the worst advice you can give your team when it comes to selling life insurance in a P&C agency — and what to do instead. I unpack why asking without strategy kills confidence, creates early objections, and turns your producers into people who...
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How to Sell Life Insurance from Every Auto Renewal Call
Your auto renewals aren't just policy updates—they're your most predictable life insurance opportunity. In this episode, I break down the exact framework I used to turn routine renewal calls into consistent life insurance sales. Here's what you'll learn: why auto renewals create the perfect…
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I Stopped Losing Life Sales When I Learned This
Most producers freeze when they hear "I have it through work" or "I can't afford it." In this episode, I'm breaking down the exact scripts and framework I used to handle the 7 most common life insurance objections in P&C agencies, and why the best producers don't handle objections at all. They...
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Double your Life Insurance Premium in 2026
In this episode, I break down the EXACT system that took me from $35K to $100K to $151K in life insurance premium. Issuance reviews. Most agents write a policy and move on to the next thing — and they're leaving SO much on the table. Here's the deal: if they told you yes once, they will tell you...
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131 - Bundling Life w/ New Business
In this episode, we break down why you're sitting on a gold mine and leaving 60-70% of your revenue on the table. Every quote you run is a life insurance opportunity, but most P&C agents bolt it on at the end after the customer's mentally checked out. Then they wonder why they get "I have it...
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129 - The One Call Coverage Close: The Opener
Download the One Call Coverage Close Script FREE: https://insurancesalespro.org/opt-in-occc Want me to help your producers implement this? I will train, role play with, and hold your producers accountable: https://insurancesalespro.org/bookcall
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128 - Handling the "I have Life Insurance through Work" Objection
This week, we're breaking down the classic “I have life insurance through work” objection and giving you the exact questions and language to move the conversation forward without feeling pushy. You’ll learn why customers default to this objection, how to use the AVA framework, and how to prevent...
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127 - Need last minute life apps? Make sure to run this outbound strategy.
Need a few last-minute life apps to finish the year strong? This episode we break down a simple outbound strategy you can run today to re-engage customers who started a life app but never finished it. Learn how to: • Open the call like a service follow-up (not a cold call) • Rediscover and…
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126 - 3 Steps to Unlocking Life Apps & Life Premium as a Team Member
Most team members are only focused on Step 1 of the sale…writing the app. But what if there was a system that helped you double your apps and your premium? This week, we break down The Life Insurance Funnel, the 3-step system that helped me go from $35K to over $100K in life premium in a single...
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125 - How to Double your Life Insurance Production in 2026
What’s really holding your team back from doubling their life insurance production? In this episode, we break down the five biggest constraints keeping team members from hitting their potential — and the mindset and systems needed to overcome them. From time management and lead flow to belief...
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124 - What Stories are you Telling Yourself?
Most team members think they need better strategy—but it’s usually their state & story holding them back. In this episode, we break down why emotional regulation and belief systems determine success long before tactics do. ✅ Questions about enrolling your team in our Friday Live Training &...
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TMP LIVE REWIND Lesson #2: A Little Prep Work Goes a Long Way
The best producers don’t wing it, they prep for it. In this TMP Live Rewind, we break down how a few intentional minutes of preparation before your day, your calls, or your appointments can completely change your results. We’ll be sprinkling these short lessons from TMP Live throughout the...
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123 - Down in the Dumps
In this episode, we get real about the emotional side of sales. Colter breaks down what it actually looks like to stay consistent when the highs are high and the lows hit hard. From his time as an LDS missionary to years knocking doors in Tulsa, Colter shares the lessons that taught him how to...
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TMP LIVE REWIND Lesson #1: Confidence
We’re kicking off our TMP Live Rewind series — a collection of short, powerful moments from Colter’s “17 Lessons” talk at TMP Live. In this first mini-episode, Colter breaks down why confidence doesn’t show up before you act, it’s built through action. If you’ve ever waited to “feel ready,” this...
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122 - Position Life Insurance to pay off Mortgages
Most people think life insurance is only about protecting income, but one of the most powerful ways to position it is around their mortgage. In this episode, Colter shares how he went from struggling to sell a handful of life apps a year to writing over 200 by using the “mortgage protection…
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121 - The Truth About Life Insurance Objections
Team Members don’t rise to their goals—they fall to their systems. In this episode, Colter unpacks how systems and persuasion work together to drive consistent production. You’ll learn why preventing objections is more powerful than “overcoming” them, the common mistakes that trigger resistance,...
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120 - The Best Way to hold Team Members Accountable
Accountability drives production...but most agents struggle to implement it without feeling like they’re micromanaging. In this episode, Colter breaks down two proven strategies, commission reviews and consistent training, that keep team members motivated, focused, and producing at a high level.…
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119 - Simple Review Process to $100k in Life Premium as a Team Member w/ Coach Jordyn Ahlgrim
From selling just 2 life policies to over $100K in premium year after year, TMP coach Jordyn Ahlgrim shares the mindset shifts, how TMP’s simple one need approach helped her, and the annual review process that transformed her career. Learn how focusing on the right conversation at the right time...
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118 - How Apples IOS 26 update will affect you
Apple’s new iOS 26 update is about to change the way phone sales work, and some may say not in our favor. With call screening powered by Apple Intelligence, fewer people will pick up. That means your opening line, your voicemail, and your follow-up text matter more than ever. In this episode, I...
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Sales Culture Series Part 7: Consistency is what Compounds
In Part 7 of our Sales Culture Series, we’re talking about what really drives long-term success: consistency. From systems and onboarding to daily habits and mindset shifts, this episode breaks down how to build a culture where production compounds. ✅ Questions about enrolling your team in our...
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Sales Culture Series Part 6 - Your Team Needs an Onboarding System made to Sell
What if your next hire could outsell your entire team in 30 days? In part six of the Sales Culture Series, we’re joined by Brandy Tripp from Michigan to talk about her “Onboard to Sell” program—a structured, team-driven onboarding system that gets new team members selling fast, with clear...
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Sales Culture Series Part 5 - Keep the Score
You can’t win a game if you don’t know the score. In this episode, we break down why tracking your numbers—and talking about them often—is the foundation of a winning sales culture. From hybrid team member mindset to daily income-producing activities, this is how you build clarity, confidence…
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Sales Culture Series Part 4 - Your Team Needs to Learn Sales, Persuasion, and Communication
It’s not all about tactics, it’s about perspective. If your team sees sales as pushy or manipulative, they’ll never feel confident doing it. This episode is about reframing sales as service — helping customers recognize their needs before offering a solution. Top performers don’t pressure. They...
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Sales Culture Series Part 3 - Where To Go and What To Do
Part 3 of the Sales Culture Series Encapsulates Where to Find Sales—and What to Do When You Get There There are honeypots for selling policies; places where the right people are already gathered and ready to buy. In this episode, Colter breaks down how to find them, what to say when you get…
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Sales Culture Series Part 2 - The Standard is the Standard
A strong team doesn’t rise and fall with the presence of their agent. In this episode, we break down how to set clear, daily performance standards—and stick to them. Because winning the day every day is how high-producing teams are built. ✅ Questions about enrolling your team in our Friday Live...
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Sales Culture Series Part 1 - Culture is Caught, Not Taught
Day one on the job—and that new team member is already picking up on the agency’s energy without a word being said. Are they stepping into a high-performing culture, or one that slows them down? In this part 1 of the Sales Culture Series, Colter breaks down what every person on the team—from the...
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Rapid Fire Sales Motivation and Tips
Tried something a little different this week for the pod – rapid fire sales motivation and tips. We talk about everything sales, ranging from pivoting effectively, to how your morning routine can help you become the top producing team member you want to be. Tune in and LMK how you like this new...
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2 Tips to Simplify Life and Health Sales for your Team
In this episode, we’re breaking down two simple tips to make life and health insurance sales easier for your team. It starts with making it make sense to the person you're selling to—do they have a young driver on the policy? Would their family be left without income if something happened? Keep…
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Self Awareness in Sales
The first step to becoming a top-tier insurance agent is self-awareness—looking in the mirror, not the window. Success comes from recognizing your strengths, owning your weaknesses, and making intentional improvements. The best agents operate with a carnivore mindset—proactive, deliberate, and...
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Breakthrough Series Part 2: From A Policy, to a Better Policy with Landon Helton
Success in insurance sales isn’t just about working harder—it’s about working smarter. Be willing to adapt, learn new strategies, and refine your approach. In this episode, Colter and Landon break down the shift from selling just any policy to offering the best policy for clients. Tune in for...
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Word Choice and Tonality
Your words matter more than you think. The way you speak—your tone, choice of words, and delivery—can make or break a sale. Tune in to this episode to learn how mastering communication can help you close more policies with confidence. ✅ Questions about enrolling your team in our Friday Live...
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Breakthrough Series: From almost quitting insurance to 100K in annual life premium with Jordyn Ahlgrim
In this episode, we sit down with Jordan Ahlgrim— who went from one conversation away from quitting to writing over $100,000 in annual life premium in just a year.She opens up about the mindset shift, daily habits, and breakthroughs that helped her turn it around.If you're in a slump or thinking...
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Episode 104 - Travel from your Added Auto Alone
Turn every added auto into multiple apps by following a framework. Winging it leaves premium on the table — having a plan helps you guide the conversation and uncover more opportunities. Structure = Confidence Confidence = More Apps More Apps = More Premium 🔥 Stop guessing. Start following the...
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Team Members Who Don't Want To Leave - with To The Front
Want to build a team so solid they’ll never want to leave? This podcast episode is a collaboration with Adam from To The Front Podcast, and we’re breaking down the strategies to create a thriving agency culture that retains top talent. ✅ Questions about enrolling your team in our Friday Live...