How to Handle Objections!
September 19, 2025
Published by: Christy Downs
Webinar presented by Charles Durfee, FICF
From Cowboy Boots to IULs: Charles Durfee’s Proven Sales Process
At Coffee with Closers, we believe that success in the life insurance business isn't about having all the answers—it's about having a solid process. As our very own Charles Durfee recently shared, this principle has guided his career since his days as a young man selling cowboy boots in Washington, D.C. His experience in that small boot shop shaped his approach to sales and provides a powerful analogy for how life insurance agents can master their own sales process and handle objections with confidence.
The Boot Story: A Lesson in Proactive Selling
Charles recalls that his store sold more expensive, handcrafted boots than any other location nationwide. The secret? They had a process. Instead of waiting for customers to voice concerns about the fit, they addressed them up front. Charles would tell them:
- The instep will feel tight.
- The heel will slip.
- It will feel like you're standing on a ladder rung.
When customers tried on the boots and felt exactly what Charles described, they were not raising objections. They were confirming a perfect fit. This simple act of anticipating and normalizing potential discomfort transformed a difficult product into a valuable solution.
Applying the Boot Process to Life Insurance
Charles’s "boot story" is a powerful metaphor for the life insurance business. Just as a new pair of boots can feel unfamiliar, life insurance products like IULs and annuities can seem complicated to a client. A sales professional takes the lead by addressing these concerns head-on.
Instead of waiting for a client to say, "I want to think it over," or "This sounds too complicated," a life insurance agent with a solid process will proactively tackle these issues in their presentation. For example, a professional will discuss potential surrender penalties, explain the flexibility of premium payments, and clarify the product's design before the client even has a chance to ask. This approach allows you to guide the conversation and turn potential points of friction into proof that you are a knowledgeable and trustworthy professional.
Embrace Objections and Never Stop Growing
Charles argues that the most common objections are not true objections to the product itself; they are a sign that you failed to establish a solid process. These generic rejections are simply a polite way for a client to say, "You didn't make me feel comfortable enough to say yes."
By embracing every "no" as a learning opportunity, you can refine your process and become a better life insurance agent. As Charles puts it, "If you're green, you're growing. If you're ripe, you're rotten." Stay coachable, constantly work on your presentation, and remember that you are your only competition.
When you master your process and anticipate client concerns before they become objections, you are not just selling a product—you are providing a solution with confidence and authority.
Disclaimer: This blog post is for informational purposes only and does not constitute financial or investment advice.