Cross-Sell Scripts to Maximize Revenue from Your Existing Book
Proven phone and email scripts for cross-selling additional lines of coverage to your current insurance clients.
Your existing book of business is your most valuable asset, yet most agencies leave enormous revenue on the table by failing to cross-sell. The average insurance client has 1.3 policies with their agent. Increase that to 2.5 and you've nearly doubled your revenue per client while dramatically improving retention — clients with three or more policies renew at 95%+ rates compared to 80% for single-policy clients. These scripts make cross-selling a systematic process rather than an afterthought.
Phone Script 1: The Annual Review Cross-Sell. "Hi [Name], this is [Your Name] from [Agency]. I'm calling because we're doing annual coverage reviews for all of our clients, and I wanted to make sure you and [Company Name] are fully protected. I noticed you currently have your [existing coverage] with us, which is great. But I also noticed you don't have [missing coverage — e.g., cyber liability, commercial umbrella, EPLI]. Given what's happening in your industry, that's something I'd really recommend we discuss. Can we set up a 15-minute call this week to walk through your options?" The annual review framework makes the cross-sell feel proactive and client-centered rather than salesy.
Phone Script 2: The Claim-Triggered Cross-Sell. "Hi [Name], I'm glad we got your [recent claim type] resolved. Going through that process actually highlighted something I want to bring to your attention. If [scenario related to additional coverage — e.g., the incident had involved employee injury, a data breach, a vehicle accident], you would have had a significant uncovered exposure. I'd hate for that to happen and have you find out after the fact. Can I put together a quick quote for [recommended coverage]? It's usually more affordable than people expect." Claims are the most powerful cross-sell trigger because the client has just experienced the insurance process firsthand. Their awareness of risk is at its peak.
Email Script 1: The Data-Driven Cross-Sell. Subject: "Quick flag on [Company Name]'s coverage." Body: "Hi [First Name], I was reviewing your account and wanted to share something. Based on your industry ([industry]), revenue size, and employee count, here's what similar businesses typically carry: [list 3-4 coverages]. You currently have [existing coverages]. The gap I'd flag is [missing coverage]. In the last year alone, [relevant statistic about claims or losses in that area]. I'd recommend we at least discuss whether this makes sense for [Company Name]. I can put together a no-obligation quote in 24 hours. Let me know. [Your Name]." Using data and benchmarks makes the cross-sell feel objective rather than opinion-based.
Email Script 2: The Life Event Cross-Sell. Subject: "Congrats on [milestone] — one thing to consider." Body: "Hi [First Name], I saw that [Company Name] just [hired employee #50, opened a new location, crossed $5M in revenue, started a new division]. That's a big milestone — congratulations. With that growth comes some new risk considerations. Specifically, [explain relevant exposure — e.g., companies with 50+ employees face EPLI claims at 3x the rate, new locations need separate property coverage, higher revenue increases umbrella requirements]. I'd love to do a quick 10-minute review to make sure your coverage has kept up with your growth. Would [day] work? [Your Name]."
Phone Script 3: The Personal Lines Referral Cross-Sell. "Hi [Name], I wanted to check in on your commercial program — everything going well? Great. I also wanted to mention something — a lot of our business clients don't realize we handle personal insurance too. Home, auto, umbrella, life — the works. The nice thing is we already know your situation, so we can usually find better rates and coverage than whatever you're currently paying for personal lines. Would you be open to me running a quick comparison on your home and auto? Takes about five minutes and there's zero obligation." This script works because business clients who also have personal lines with you become nearly impossible to lose.