I think on matters like insurance (and funeral pre-planning services and making a will) perople would just as soon NOT think about them. That's why you get such negative reactions sometimes. People don't want to be faced with their own mortality or the potential loss of their property, and your call makes them have to think about it.
What to do to make this more pleasant for you as a salesperson? Just some suggestions on what might make it easier (for me anyway)
Only use my title and surname and the Company name when introducing myself (make it less personal, first names sorta make you have something invested in the conversation)
Only refer to the person you are calling by their title and surname (and making sure you properly pronounce it
that PISSES people off)
Asking them if they would be interested in finding out more about your Company's services and possibly save some money.
At that point, give them the opportunity to accept or decline BEFORE going into a 5 minute speech about what your Company can do for them. Getting their attention at the beginning is important, and most people just shut down when you give them too much information at one time.
If they accept, you can then give a more detailed description of your Company's services and get additional information to contact them further.
If they decline, a polite "Thank you for your time and have a great day" will leave them with a positive image of your call.
I think it's all about being brief and to the point.
JNHO. (just neet's humble opinion.)