Objections - Rejections - Stalls - Delays
Buyers’ Remorse - Cancelled applications - Ghosted
Who Else Wants To Easily Sell Million Dollar+
Life Insurance Policies With Zero Objections?
How to quickly & easily cure what ails your life insurance sales, so you can help protect more families in a more profound way, having collaborative, not combative conversations.
Real Agents, Real Sales Team Members, Real Results
"I’ve been an agent for 36 years and this is the best life insurance sales language I’ve ever seen. I wish I could start my career over again to use this from day one! I’m sure I would have helped more of my clients protect their families in a more substantial way.
Since starting Barry’s program I’ve helped clients better plan through the unique process of “Income Loss Replacement Analysis”. I’ve also gone back to families that I have previously helped and increased their death benefits with substantial additional protection through the ILRA. With this language and process, I’m selling million dollar plus policies without client objections.
Not only did this program help me, but it’s had a profound impact on my staff. I recently employed my daughter to help with appointment setting and selling life insurance. I wanted Victoria to go through the system with me and have her learn the language.
On her first solo appointment, she visited with a young couple with 3 young kids all under the age of 4, with no existing life insurance. Victoria walked them through ILRA, using the language and asking questions at the proper time.
She walked them through the math, and by the end, the clients applied for $1.8 million and $1.2 million policies. Her first appointment ever!
This should be a required course for all new agents! That said, this tired old dog, after 36 years in the biz, has learned a process and some language that has helped me be a better agent too!!"
Mike Purvine, LUTCF
Agency Owner
"As a brand-new agent with no life insurance sales experience, I was intimidated, overwhelmed, and frankly, not sure I was going to be able to do this. However, I was pleasantly surprised at how easy it was to learn from and apply this program.
Barry’s training portal walks you through his tried-and-true methods of selling. From setting up appointments, running the appointments, arriving at the right numbers, even objection handling.
This course not only gave me the knowledge of how to sell, but it also taught me the importance of life insurance.
Barry helps you learn how to connect with your clients and make the insurance experience collaborative and not combative.
Conducting my first ever life appointment 100% solo, I ended up writing protection packages for a mom and dad with three kids under age 4. Dad needed $1.2 million, and the mom needed $1.8 million, to pay off debt and provide the lost income for the family.
I went through that entire appointment, confident in my ability to do this, which was powerful. What was amazing was there were zero objections, just like Barry promised, and the clients were so appreciative.
If I could say one thing to new or even an experienced insurance agent looking to improve their life insurance sales, sign up today as this will definitely help you and your sales team."
Victoria Cooper
Agency Team Member, Oklahoma
"Barry, the Multi-Line Sales Mastery program is the real deal! Using just one of your many appointment selling techniques, my sales team sold 75 (yep, seventy-five!!) Income Replacement
Plan appointments in just 4 hours of calling out on one day in December! So far in January, we’ve helped our customers apply for $4.5 million in death benefits. The client engagement techniques you teach have made all the difference in how we’re conducting these appointments. I also just wrote two additional policies, each one for $1,094,000, on a dual income, mid-30’s couple."
Leo McCarthy
Agency Owner
"After implementing Barry’s approach, my FIRST life appointment produced a $1 million dollar death benefit for $183/month for a customer earning only a $40,000 annual salary with NO OBJECTIONS!
These higher benefits are now my “new normal”, and without Barry’s program, I can honestly say I would not have the tools in my tool belt to take care of my customers the way that I can now! "
Tony Milam
Agency Owner
“I’ve used the 3 Methods in appointment after appointment and I have gained so much confidence from it to offer life insurance. Last year, with only 6 months of being life licensed, I was able
to write 19 policies: 9 UL polices and 10 term policies, half of which have already converted to UL this year! That’s only using the 3 Methods technique, because I don’t use anything else. My highest premium UL policy last year was $3000 and my highest this year was UL policy for $4000 in premium.”
Perla Amador
Licensee Agent Team Member
"ON FIRE! I have sold multiple multi-million dollar policies using the techniques in MLSM.
These techniques have helped my customers tremendously because they understand how this protects
their family. We used these techniques to help the customer visualize their protection."
Jerimiah Stephen
Agency Owner
"Based on Barry’s training, we no longer sell life insurance by the $100k its now by the millions. By fully implementing the sales system and language from Barry’s programs, we are just a few thousand in premium
away from hitting the top travel award level of our carrier based on life insurance sales almost exclusively for the first time in the over 30 year career of the agency owner and anticipate knocking it out of the park in just a couple of months because our calendars are booked full out for over a month! "
Jessica Bush
Sales & Operations Manager Lead Account Executive
"I’ve only been working with Barry a few months, but in that brief time, my agency has been transformed! As an example, I personally wrote two life policies for a business owner client with a combined death benefit of $1.5 million with absolutely no objections and picked up over $5,000 in annual premium, which is a big increase for me!!
It was a smooth and easy process start to finish.
My sales associate, who had not sold any life policies in the previous 6 months, set the appointment, conducted the meeting and wrote two $1 million dollar term plans, with zero objections,
all on his own, thanks to the step-by-step sales process Barry has taught us. I’m experiencing such great results in such a short time, unlike anything else I’ve tried before. I can’t wait to see where this can take my business, my income and especially my freedom...
I’ve already invested in Barry’s advanced, high premium life insurance sales mentorship program."
Travis Barton
Agency Owner
"In our income Replacement Plan appointment, I wrote two, $1.15 million dollar life policies for the parents and a 20-pay policy for their 13 month old daughter WITH ZERO OBJECTIONS!
I have a follow up meeting to write their disability policies. This appointment was scheduled from a team member using the Foreclosure Prevention Plan appointment selling language when writing their auto and home policies. "
Tony Milam
Agency Owner
"I can't believe how well this stuff works! I went from having zero life sales for 9 months, to in just two months working with you, I've written over $10 million in death benefits!
I've just sold two, $1.5 million life policies and I have 5 more pending. We had the conversation the way you teach it, and they signed up instantly, like, oh yeah, let's do this, okay, yeah, this makes sense, and they even said at the end of it oh, this is really easy."
Claude Bullock
Agency Owner
I was having issues with getting life appointments and then closing them. I knew I had to make changes and improve. I’ve been working with Barry since January 2025 and have seen my sales activity and life production increase significantly.
Starting in January to the end of April, I’ve already made back my entire investment in the program from new life commissions earned from applying the concepts and language in the program.
At the end of April 2024, I was at $3,836 in annual premium, compared to this April, where I’m already at $21,279 annual premium only 4 months into the year! Barry’s step-by-step process on how to get clients to express and understand the impacts and consequences of losing an income has greatly improved my closing ratios. He teaches you how to improve your language, how to use your tone, how to guide a conversation with your clients, and how to truly care about not just getting a plan in place but the right plan with the right death benefit. His scripts are very different than what we’ve used in the past and are proven to work. Working with Barry has also improved the skills of my associate agent and given him confidence when talking with prospects and selling income replacement plan appointments. Adding Barry to my team has been the best decision I’ve made to grow my business!
Tony Thomason
Agency Owner
I have written 5 million dollar + income replacement policies over the last few weeks and attribute all of these to the MLSM program with Barry. The largest cases I’ve written so far have been two for $2,420,000 for a couple and two $1,200,000 for another couple just yesterday.
Going through the process really helps eliminate objections or issues with the cost of the larger death benefits. The couples I met with had extremely different incomes. One couple makes over 500K total combined income and the other just under 110K. I was literally shocked at how committed the lower income household was with the premium I showed them ($395 monthly). They were so engaged with the entire process, from the emotional part and the financial needs analysis, that they said they could make it work. I had zero hesitation from them! It is definitely worth the time spent on this content. Anything that works this well is going to take time and effort on our part. I have had a ton of success in the short 4 months since starting this program. Thanks Barry!
Angela Bergquist
I finally had my first income loss replacement meeting. Guess what??? The Barry lingo worked!!!!!!!! I'm writing my largest policies so far. 1.3 million on husband and wife. I really appreciate all the time you have
put in with all the training. It works! So happy I signed up!
Cherie Lindsey
Agency Owner
THE INSURANCE SALES DOCTOR METHOD
Proven Process,
Proven Results
End The Pivots
Sell the plan, let the plan sell the products
Flip The Script
Emotions, visuals, impacts & consequences before numbers
Be The Doctor
Examination, diagnosis, prescription
Million Dollar Mindset
Engage with the money math of true income replacement
More Zero Objection, Million Dollar Life Insurance Sales Results
“In just one week, using Barry’s 3 Methods technique, I've written 11 life apps: 4 high death benefit term policies, 2 term to UL conversions, 1 UL at MEC reference premium, 2 more
UL’s & 2 juvenile UL’s! Your strategies work and I love them!"
Julia Johnson
Agency Owner
“One of my licensed team members, using Barry’s techniques, went from writing $100k policies to $500k & $600k death benefits literally overnight.”
Nancy Collingsworth
Agency Owner
“I earned an $18,000 commission from using just one technique on one case written during my participation in the program.”
Patrick Fitzgerald
Agency Owner
“I believe if you partner with Barry, you will gain skills that will bring life insurance cases to light that you would not have had before and increase the likelihood of
winning cases that you would not have won otherwise. The investment in yourself and team, by hiring Barry, will more than pay for itself early and often and you will learn skills that will continue to increase revenue for years to come."
Jeff Sand
Agency Owner
“Barry’s coaching taught me how to confidently present UL policies funded in the range of $12,000- $18,000 per year to multiple clients. This is something I’d never done before.”
Theresa Nguyen
Agency Owner
"Prior to Barry, I was writing a lot of $100k life policies with very low premium.
After Barry, writing death benefits of $1.5 million and over has become my new normal. "
Karrie Parr
Agency Owner
"In just my last 3 cases, I've written death benefits of $2,250,000, $4,500,000 and $2,000,000, with combined annual premium of over $14,000! This stuff works and it works big time! "
Carol Flores
Agency Owner
"My team and I have sold a couple handfuls of $1M policies, so many of which are OBJECTION-FREE and even a couple over zoom!"
Rudy Strnad
Agency Owner
"I hadn’t sold much life insurance at all until taking the Multi-Line Sales Mastery course. After fully incorporating Barry’s techniques and language into my daily process, I’m now able
Claude Bullock
Agency Owner
"Per your suggestion, I implemented imperfectly and conducted my very first Income Replacement Plan conversation. The result? I wrote a $2.3 million dollar
life insurance application with no objections, just like you promised would happen."
Kevin Shelton
Agency Owner
"I've written more disability apps and premium in the last 3 months than I did in the previous 5 years combined! Just today, I wrote $1,320 in annual
disability premium and also wrote a $2 million dollar term policy for $2,640 annual premium using your methods. Thanks Barry!! "
Jay Gemes
Agency Owner
"Both clients wrote a 20 year term for $1,094,000 with zero objections! These were my biggest life insurance sales, in terms of face amount, and I owe it to Barry’s system.
It helped create a very comfortable and natural process for myself and the clients. "
Malorie Dobyns
Lead Licensed Agent Team Member
"Using your “calculator coaching method” one couple (he’s a CPA!), asked us to place $1 million of death benefit on him and $750k for his wife, even though their “planner” recommended only $250k each!
Of course, not only did we not get any objections, the process of having them work through their numbers on the calculator, with our coaching, had them fully engaged and collaborating with us, just like you said it would! After 35 years in the business, it’s fun to have each appointment we have now be this fun and exciting! We’ve written more disability policies in the first three months of the year than in any of my 35 years of agency ownership. More to come!!"
Leo McCarthy
Agency Owner
I can’t express enough how the training and language techniques I’ve learned have transformed my ability to successfully set appointments and engage with clients.
My appointment setting process has become smoother, more effective and confident. Before it often felt like I was pushing for a sale rather than a meaningful conversation.
However, Barry’s training has completely changed that. I am learning how to approach each call with confidence, the language now feeling natural and conversational. The focus on income replacement and understanding the client’s needs allows me to frame the conversation in a way that feels more like I am helping them rather than just selling to them.
Over time, I’ve noticed not only an increase in appointments but also a much higher engagement from our clients. Since I started training 10 months ago, I’ve successfully scheduled 170 appointments averaging about 17 appointments per month and roughly 6 appointments per week. Consistency has made a huge impact, and I am continuously looking for ways to increase this number. This training has been a game changer for me, making appointments no longer feel like a daunting task, but something I look forward to. I’m grateful for the skills and confidence I have gained and know they are key to my continued success!
Maddy Younkin
Team Member
I highly recommend Barry Rutten’s MLSM System for learning sales processes, communication vocabulary, and delivery—especially for Country agents and their entire teams.
I’ve always considered myself a strong storyteller and effective teacher, which has been proven through the results I’ve had developing my agency over the years. At the same time, I remain humble and open, knowing there is always room to improve my process and communication skills.
One simple but powerful example: I learned from Barry how using the words “Legal Defense and Court Settlement Fund” instantly paints a clear picture in clients’ minds of potential consequences. This creates a natural transition to discuss solutions like higher liability limits or adding an umbrella policy. Now, I use this phrasing constantly—it’s more effective than just saying “liability” or vaguely describing what could happen. Even better, it aligns with my values of educating clients and ensuring their protection works the way it should when they need it most.
I also genuinely enjoy listening to Barry. His passion when teaching makes the content engaging and memorable. He reminds us that it’s not just what you say, but how you say it. When you master the craft of communication, you not only achieve better results, but you also come across as genuine, knowledgeable, and trustworthy—hallmarks of respected professionals.
What makes his program stand out is its comprehensive design. The modules cover all learning styles—visual, auditory, hands-on practice—and the weekly live sessions allow professionals to role-play, ask questions, and grow together. The structure builds repetition and muscle memory, making the learning stick. It’s also an excellent value since entire teams can participate and benefit.
As Barry says: use language to be different!
Michelle Morford
Agency Owner
You Can Achieve Optimal
Agency Health & Wealth
End The Pain
Eliminate most objections, rejections, stalls, delays, buyers’ remorse, cancelled apps, & getting ghosted, and professionally handle the rest.
Maximize Death Benefits
Million Dollar Math & Calculator Coaching process triggers a mindset shift that consistently yields $1M - $3M death benefits for most households while eliminating premium concerns.
Goal Focused Cases
Multi-decade household retention and six figure annual premium levels can be achieved by any agent who masters the art of designing goal focused cash value life policies.
Reliable Sales Systems
Develop predictable, repeatable, and timeless sales systems to produce consistent results.
Boost Premiums & Commissions
New agents can earn high current income to cover personal expenses and business overhead, allowing time to build a P&C renewal base. Established agents can generate more total revenue per household, increasing lifetime customer value.
Incentive Travel
Qualify more easily, and at higher levels, in all elite agency performance incentive programs, including incentive travel.
Collaborative Not Combative
Achieve higher closing ratios by helping prospects, customers, and clients visualize, verbalize, and emotionalize the impacts and consequences of the loss of an income earner’s paycheck.
Attract Cash Value Cases
Unique 3 Methods™ approach to positioning all of the benefits of cash value policies replaces outdated “term vs. perm” distinction, while attracting a consistent stream of 4 and 5 figure premium cases.
Assets Under Management
Attract significant AUM by utilizing a combination of goal focused cash value strategies, a variety of annuity strategies, and strategic investment portfolio design
Objections - Rejections - Stalls - Delays - Buyers’ Remorse - Cancelled applications - Ghosted
Who Else Wants to Easily Sell Million Dollar Life Insurance with Zero Objections?
How to quickly & easily cure what ails your life insurance sales, so you can help protect more families in a more profound way, having collaborative, not combative conversations.
Are you experiencing any of these life insurance sales killers in your agency?