Client Intake Conversation Scripts

Opening the Intake Call

"Hi [Name], this is [Your Name] from [Agency Name]. I'm going to be gathering some information about your business today so we can get you the right coverage at the best possible price.

The whole thing takes about 10 minutes, and I'll be asking pretty standard questions — things like your revenue, number of employees, and what kind of work you do. There are no wrong answers, and the more accurate we are, the better the quote we'll get.

Ready to get started?"

• Use their name early — it builds rapport fast.
• Promise a time frame. "10 minutes" sets expectations and reduces friction.
• Tell them there are no wrong answers — clients often fear they'll say something that gets them denied.

Business Operations

"Tell me about your business — what does a typical day look like for your team?"

[Let them describe it, then probe:]

"So when you say [their description], are you mainly working on-site at client locations, at your own facility, or a mix of both?"

"And outside of that core work, do you do any [related service, e.g., installation, delivery, consulting, repairs]?"

"Does anyone visit your location — customers, vendors, delivery people?"

• Open with "typical day" — it gets a richer answer than "what do you do."
• Probe the edges of operations. Clients often forget about services that create separate exposure.
• "Does anyone visit your location?" surfaces premises/operations liability exposure.

Revenue and Payroll

"For insurance rating purposes, I need to get a sense of your revenue. What were your total sales or gross revenue last year — just a ballpark is fine if you don't have it in front of you."

[If they push back:]

"Even an estimate is helpful — the carrier does a premium audit at renewal that confirms the final number, so we just need to get in the right range."

[For payroll:]

"And how about payroll — what's the approximate total you're paying all employees in a year, not counting yourself if you're an owner?"

• Say "ballpark is fine" to reduce anxiety about precision.
• Mention the premium audit proactively — it removes the fear that they're being locked into a wrong number.
• Separate owner payroll from employee payroll — owners are often excluded from WC.

Employees and Subcontractors

"How many employees do you have right now — full-time, part-time, everyone?"

[Then:]

"Do you use any subcontractors or 1099 workers? If so, roughly how many, and do you require them to carry their own insurance?"

[If they use subs without requiring insurance:]

"That's worth noting — some carriers treat uninsured subcontractors as your employees for WC purposes, which affects the rate. We have carriers who handle that well."

• Distinguish FT, PT, seasonal, and temporary workers — each may affect class codes differently.
• Subcontractor insurance requirements matter hugely for GL and WC. Note whether they require COIs.
• If subs are uninsured, frame it neutrally — not as a problem, but as something to match to the right carrier.

Prior Coverage and Claims

"Have you had commercial insurance before, or is this a new venture?"

[If they've had coverage:]

"Who were you with previously, and are you able to get me a copy of your loss runs — that's just a report from the prior carrier showing your claim history? Usually you can email your old carrier and they'll send it within a day or two."

[If they're hesitant about claims:]

"If you've had any claims, that's totally fine — we just need to know what happened and how it was resolved. Carriers want to understand the story, not just see a number. A well-explained claim is often less of an issue than you'd think."

• Ask for loss runs early — it can delay submissions if you forget.
• "Show me the story" framing helps clients open up about claims they'd otherwise hide.
• If there's a gap in coverage, ask why. "We couldn't afford it" is fine; "We were non-renewed" is a red flag to flag.

Property Questions

"Do you own or lease your space?"

[If they own:]

"What year was the building built, and do you know the construction type — is it wood frame, masonry, steel?"

"What would it cost to rebuild it from scratch today if it burned down? That's the number we need for insurance — not what you'd sell it for."

[For contents:]

"And the stuff inside — equipment, inventory, furniture — if you had to replace all of it tomorrow, what would that cost you?"

• Replacement cost vs. market value confusion is the #1 source of underinsurance. Clarify every time.
• Year and construction type directly affect property rates — always ask.
• "If it burned down" language makes replacement cost intuitive without being morbid.

Handling "Do I Need That?"

[Client: "Do I really need workers comp? I only have one employee."]

"In [state], yes — once you have any W-2 employees, it's required by law. The good news is one employee means it'll be relatively inexpensive. The fine for not having it is often much higher than the annual premium."

[Client: "I've never needed umbrella before."]

"That's true for most clients until they do need it. An umbrella just sits on top of your GL and auto — it's additional limits for catastrophic situations. For most businesses it runs $300–$600 a year and can cover you up to $5M over your base policies. Most of my clients add it."

[Client: "Can we skip cyber? We're a small business."]

"Cyber is actually most impactful for smaller businesses — they tend to have fewer protections and are targeted more often. A ransomware incident can cost $50K+ just in recovery, before any liability. Coverage is usually pretty affordable at your size."

• Lead with facts and context, not fear. Clients can tell when you're selling vs. advising.
• "Most of my clients add it" is a low-pressure social proof that works well.
• Always tie coverage to a real consequence, not a hypothetical.

Closing the Intake

"I think I have everything I need to get you some numbers. Give me [timeframe] and I'll come back with options — I'll aim to keep it to 2 or 3 choices so it's not overwhelming.

Is there anything you want to flag for me — anything specific you're worried about coverage-wise, or any contracts you're required to meet certain limits for?

Great. I'll be in touch by [specific date]. If anything changes on your end — new employees, new vehicles, new locations — just shoot me an email and I'll factor it in."

• Set a specific date, not "a few days" — it creates accountability.
• The "anything you're worried about" question surfaces unstated needs.
• Mentioning what to update sets up a proactive renewal relationship from day one.