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Even if a prospect needs the type of insurance you sell—even if you can score them better coverage at a better price—that doesn’t mean they’ll be an easy sell. People have all kinds of reasons why they don’t want to buy insurance. Some of those reasons are due to misconceptions, but some are quite valid—and both need to be addressed. Here are just a few common objections you might face.

Price. Some insurance policies are pricier than others, and this is a very common objection across the board—in both commercial and individual markets. As the agent, it’s your job to explain how the policy you’re selling is actually a great deal in the long run, and how you can save them money in the short run too. Some prospects simply won’t have the money for your premiums, however, and it’s also your job to prequalify prospects. You’ll always have an easier time selling to those who can afford what you sell.

Lack of awareness. Some prospects simply don’t know they need what you’re selling. They may think their business has adequate coverage already, or they might not see the benefit of life insurance or long-term care insurance, for example. In that case, it’s time to educate the prospect—explain how the minimum required policy may not be the best for them, or why they’re taking a risk by choosing to go bare.

Fear. There’s a lot of scary information going around about certain types of insurance. For example, health insurance may be mandatory now in most cases if the prospect doesn’t want to risk a penalty—but many prospects have heard dispiriting stories about insurance companies failing to cover large healthcare expenses when the insured needs it. Long-term care insurance can also be difficult to sell because of adverse information about cases where insureds weren’t covered. Be ready to address and assuage the prospect’s fear.

An unusual plan. Even if a prospect really needs renter’s insurance, for example, she might be unwilling to buy it if she doesn’t have any friends who have renter’s insurance. It might be hard for her to see the need if nobody in her peer group is concerned about this type of insurance.

Successful insurance sales often mean understanding the prospect’s objections—and being able to address them in a way that reduces the prospect’s concerns and helps her see the necessity of buying insurance. Do some research to find out why prospects say no to the type of policies you sell—and be prepared to meet those objections.