“See The World And All It’s Beauty”
Connie Nealy

I have no idea if this would work, as a matter of fact, it probably won’t, but then I’m not a good salesperson. It is however how I would like to be treated by a salesperson.
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Price is always a tricky subject. A certain percentage of customers will buy the cheapest coverage, no matter what. I’d argue you don’t want to sell those folks as they’ll just turn around and leave you when the guy next door is cheaper still. Some folks will pay a premium price, just to purchase "peace of mind." These are great folks to get as customers; so long as they perceive you’re doing a good job for them (i.e. they have peace of mind), they’re your customers for life. The majority of people want the best deal for the money. In other words, if price is the issue you have to sell them on what they’re purchasing.

Value is a place where you can differentiate yourself and the company you represent. Perhaps your company offers the best rated claims service in the industry; perhaps you have a 24 hour concierge service available for your customers. Like the eBay commercial, whatever "it" is, you have to illustrate the value of it to your customer. Unless a customer sees the value in purchasing your product and in purchasing from you, you won’t make a sale.

Trust is the trickiest. You have to be likeable, friendly, professional and trustworthy, but not smarmy, insincere or creepy. Make sure you dress professionally, comport yourself in a professional manner, use professional language and deliver top notch customer service every single time.

Now, for the actual overcoming of objections — as noted above, you have to question the customer (carefully and deliberately) to get at the source of the objection. One method I’ve found to be extremely useful is first to ask fact-finding and clarifying questions; these questions are followed up by probing the emotional value and their commitment to their goals.

Examples might be: Mr. Customer, I sense you’re reluctant to purchase more than the minimum required liability coverage, can we discuss? What type of coverage do you think you’ll need? What would happen if that coverage wasn’t enough to cover a loss? Could you afford to pay potentially hundreds of thousands of dollars out of pocket? Can you think of any other areas that might affect? What about your children’s education or your own retirement? How would it make you feel if someone falling down your stairs kept you from being able to retire when you want to?

Once you understand what the customer is objecting to, you can craft an argument in answer to it. Without this understanding, you’re trying to sell to a brick wall; not only will they be unreceptive to your argument, but they will also feel you are not listening to them and you’ll have damaged your credibility.

Practice asking questions - it’s a very effective tool when correctly used. Good luck!
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I’m not involved in the P&C world, which includes home owner’s, but an idea strikes me:

Why not ally yourself with a mortgage lender? It seems to me that most folks who get a mortgage are required to have insurance on the house, or are at least very predisposed to getting it. Perhaps you could find a way to become the guy the local mortage lenders recommend?
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I’ve worked with mortgage lenders before on the life insurance needs of their clients and it worked well for all parties.