The Only Insurance Product That’s Not About Sales

Medicare Advantage: No Selling Involved

Throw all your sales training out the window. None needed anyway. Let’s take a look at Medicare Advantage (MA) and how the most successful agents are building a hefty book of business. CMS prohibits agents from resorting to sales pitches or complex sales strategies that promote high-pressure sales tactics, misleading information, or unsolicited contracting.

In the world of Medicare Advantage, the best agents are not salespeople anyway. They are guides, focusing on their clients’ needs. Your job as their agent is to educate the client and explain their Medicare options. 

And, when it’s done right, your ability to educate others can be your most powerful attribute. More than 50% of Medicare beneficiaries are now enrolled in a Medicare Advantage plan, and enrollment is growing every year. 

Before you can explain the plans, you have to understand the plans

After all, nearly everyone who reaches 65 will enroll in Medicare. The question isn’t “if” but “who” they will seek to assist them with enrollment.  That’s where you come in. Clients already have a safety net through Original Medicare.

What potential clients need is someone who can listen and discover their needs. You should be prepared to cut through the noise and industry jargon to explain, in clear and concise terms, what they need to know about Medicare.

Many become frustrated because they are bombarded with information, timeframes, and deadlines for a program they know little or nothing. Agents must practice patience and be prepared to answer any questions they may have comfortably.

For many people transitioning into Medicare, their primary experience with insurance came through their employer, where questions were answered by HR or a benefits representative down the hall. Now, they’re stepping into a more complex system, often with little guidance.

Research and learn more about your products and services

Schedule time each day, even if it’s just 5 or 10 minutes, to read industry and carrier news. Bookmark your resources, schedule webinars to attend on a weekly basis, and follow on social media the entities that provide links to critical information.

This is where a knowledgeable, empathetic agent can genuinely make a difference. By becoming a trusted resource, you can help clients feel confident in their decisions. That’s why product knowledge matters. 

The more comfortably and clearly you can explain the options to your clients, the more empowered your clients will feel, and the stronger your relationships will become. Don’t just compare premiums with them. Help them find coverage that fits their life and lifestyle.

To stay compliant and explain the “extras” in a Medicare Advantage plan, remember, you can say what’s covered in a plan, such as a gym membership, transportation, or dental cleanings. You can even mention that it's designed to support wellness.

You can't say that it will help someone stay healthier or that it will improve their condition or reduce costs. Those kinds of statements would be considered steering a client, which is strictly prohibited.

Real-world benefits of agents who properly educate their clients on Medicare

• More client loyalty because they feel guided
• Higher retention rates because they understood what they were buying
• According to CMS, agents who enroll people who don’t understand the plan can increase the risk of client dissatisfaction and disenrollment 
• Clients who feel confused or pressured are more likely to hesitate or leave. 
• Clients who feel empowered and understood are more likely to stay loyal and refer others.
• AHIP Certification and agent ethics training stress that education-first approaches reduce complaints, improve long-term retention, and foster client satisfaction and trust.

When discussing Medicare Advantage benefits, avoid language that suggests guaranteed outcomes or improvements to a client’s health. Be sure to present these benefits in a way that reflects what’s available under the plan and in the service area.

Interested in learning more about Medicare Advantage or becoming an agent through Messer's Medicare Star program? Visit us online or call 866-373-7604 to speak to a Marketer.