Insurance Sales in 2025: Why Clients Buy from People, Not Processes – An Interview with Coach Jörg Laubrinus

The insurance distribution landscape is undergoing a fundamental shift. In 2025, advisors face a new reality: clients are more informed yet often overwhelmed, digital tools are ubiquitous, and price pressure is intense. In this exclusive interview, veteran sales coach Jörg Laubrinus shares his insights on how insurance brokers and agents can not only survive but thrive. He explains why the human connection is irreplaceable, how mindset dictates success, and why efficiency and strong closing skills are two sides of the same coin.

The Fundamental Shift: From Information Provider to Trusted Guide

Q: Comparing insurance sales in 2025 to a decade ago, what has changed the most?

Jörg Laubrinus: "The dynamic has flipped. Ten years ago, a client would ask, 'What do you recommend?' Today, they say, 'I found this online.' The advisor is no longer the primary source of information but a guide through a jungle of options. Clients have more access to data but less clarity. They compare premiums but often don't understand what truly fits their unique situation. Successful advisors bring structure, explain context, and make decisions with the client, not for them."

Mastering Efficiency and the Art of the Close

Q: Many advisors struggle to balance consultation, documentation, and sales. Where can they find efficiency without sacrificing quality?

Laubrinus: "Efficiency comes from clear conversation management and focus. Instead of superficially touching on three topics in one meeting, thoroughly solve one. This requires preparation with analysis and checklists, a clear goal for each conversation, and a structured close that defines the next step. Saying 'I'll get back to you' loses momentum. Saying 'Our next step is...' keeps you in the driver's seat—and leads to more sales."

He emphasizes this is especially crucial for complex products like disability income insurance (Berufsunfähigkeitsversicherung) or long-term care planning, where thorough understanding is non-negotiable.

The Winning Mindset: It's About Haltung (Attitude)

Q: You often stress mindset. What role does inner attitude play in a consultation?

Laubrinus: "A huge one. If you enter a conversation with the attitude 'I'm just a service provider,' you'll be treated as such. But if your core belief is 'I help people secure their lives better,' you sell differently. This attitude manifests in your body language, how you steer the conversation, and your willingness to close. It can be trained through reflection—'What do I stand for as an advisor?'—and by practicing the courage to ask uncomfortable questions. Sales is inner clarity. Without it, even the best price comparison is ineffective."

Navigating Digitalization: Tools are Enhancers, Not Replacements

Q: Digitalization is massively changing sales. What is hype, and what is here to stay?

Laubrinus: "The hype is the idea that advisory can be fully digitalized. What remains is the personal connection—enhanced by digital efficiency. Online consultation tools, e-signatures, AI for administrative support, and social media for trust-building are defining features. But anyone who thinks AI replaces relationships will be left behind. Clients buy from people, not from processes."

This principle holds true whether you're advising on German private health insurance (PKV) or explaining the nuances of Medicare Advantage plans in the U.S.—the complexity demands a human guide.

Actionable Strategies for Scaling and Staying Motivated

Q: What best practices do you recommend for advisors who want to scale their business?

Laubrinus: "Define clear target groups (e.g., young families, academics). Develop thematic worlds like 'Securing a Home Purchase' or 'Retirement Planning.' Build content that showcases expertise and generates inquiries: videos, infographics, checklists. And actively use referral marketing with a specific ask. Scaling isn't accidental; it's the result of systematic repetition."

Q: How do you stay motivated during difficult market phases?

"Motivation comes from within, from purpose. Knowing why you do this—to protect livelihoods—sustains you. Establish routines: a fixed start to the week, a success journal, peer exchange. View mistakes not as failures but as feedback. Remember, a client isn't saying 'no' to you as a person, but to an offer at that moment. This separates professionals from those who give up."

The Three Indispensable Skills for the Future

Q: Finally, what three skills are indispensable for the future of insurance sales?

Laubrinus: "1. The ability to win people over—through trust and personality. 2. The ability to communicate clearly—not to lecture, but to inspire. 3. Taking yourself seriously—as an entrepreneur, not just a salesperson. Master these, and clients won't ask if you're expensive, but if you have time for them."

This interview first appeared in the Versicherungsbote Fachmagazin 02-2025. Jörg Laubrinus is a sales coach and managing director of Mission Freiheit GmbH, with over 45 years of sales experience.