Launching Your Business
Sales Training
Our Immediate Goal: Get Money into your pocket ASAP
Our Long term Goal: Create a relationship that provides our agents/partners a
significant long term residual income by providing clients with excellent products, value
and service.
What you need to know to be able to Launch your Business and
successfully recommend, quote and sell a Health Insurance
policy within the next 24 hours
Product knowledge: To properly serve your clients and sell a health insurance product
within the next 24 hours you need the following; excellent product knowledge or to be working
with someone who has excellent product knowledge. Since you are reading this let’s assume
the latter……..
What you must know before proceeding
1) The basics of the product (leave the fine points to the manager for now)
2) How to use the quoting software
3) The scripts for calling
4) The questions your prospects must answer before you can help them.
5) Your managers telephone number and email address:
What you should review before calling leads
Training site: http://www.taguhealth.com/
Direct link to the Sales Training at TAG University
http://www.taguhealth.com/on-demand-resources/sales-and-presentation-materials.aspx
These are some of the top producers in the nation; it only makes sense to take advantage of
their knowledge and experience. Start with the first seminar and work your way down!
1
Getting Started
You are part of a Team
1) Call the leads to identify qualified prospects (see page 5)
You will have to call a lot of leads
2) Begin a conversation aimed at discovering what the
prospects insurance situation is and what their stated
needs, hopes and desires are. (see page 7)
3) Gain an agreement to meet again (phone or in person)
Avoid giving specifics during the first conversation (see
page 5)
4) Hang up and Run several quotes and make your best
guess on the best fit for the situation.
5) Call your manager. Make sure you have all the quotes
and questions answered.
6) Your manager will guide you on the best way to help and
sell the prospect
Other Support
TAG Main Number: 866.224.8450
Contracting and Technical Support
Art Geiss
Email: art@apgagency.com
Phone: 800-216-4355 Ext. 1
Al Paone
Email: al@apgagency.com
Phone: 800-216-4355 Ext. 2
Product knowledge will come with time but sales and money will come as soon as you make
enough calls. How many calls are required? Keep calling until you have all the money you
require. The following is absolutely guaranteed: there is a direct correlation between the
number of calls made and amount of money earned. The more you do it the better you get!
2
What to EXPECT when getting started!
• There is a Learning curve
• Stay OFF the:
Emotional Roller Coaster
• Have long term thinking
• Develop the right mental attitude
• Understand - sorting vs. selling
Every professional understands the
Time Management principle outlined below
You will talk to 3 types of people (Sort don’t Sell)
“Red Apples” – respond positively
Usually say things like yes, or we were just talking about that or confirm a need
“Green Apples” – have questions
Might be positive but don’t have any sense of urgency right now
“Rotten Apples” – respond negatively
Often have no money, can’t qualify medically or maybe have a good agent and are happy
Time spent identifying, looking for, talking to
Red Apples / Green Apples / Rotten Apples
80% 20% 0%
Biggest time trap: “Greens Apples” can take up all your time. Only spend 20% of your time
with them – this is what keeps people from reaching their true potential.
3
Successfully selling health insurance
All top producers have the following attributes in common
An above average work ethic
Get far more “no’s” then “yes’s”
Discover the prospects expectations and desires
Qualify the prospect financially and medically
The minimum you must know before quoting
1) How much can they afford to pay?
2) What do they expect to pay?
3) What do they medically qualify for?
4) What do they expect their plan to do?
Your ability to qualify and determine the prospects expectations and desires is
critical to your success. In other words if you don’t know what they can afford,
qualify for, expect or want then your ability to provide a solution is seriously
diminished.
The questions on the page that follows will help put your prospects at ease and
get to the heart of the sale quickly and professionally.
Please make sure that you know the prospects expectations, budget, and
medical situation before asking your manager to help you select a plan/quote.
Professionals always put the client’s interest first
4
Call and ask these Questions
(The sooner you start the sooner you’ll get paid)
o What is your current health insurance situation?
o What are you HOPING your insurance will do?
o What is your goal?
o What are your biggest concerns?
Listen to the prospect, the answers to the above will almost always be the key to the sale
Qualify Medically
o Do you smoke? Is everyone average height and weight?
o Do you take any medications?
o Let me confirm your ages (s)
o Any significant health issues or hospitalizations?
o How many Doctors visits in the last couple of years? Do you have/want Doctor Co-pays?
o Do you have/want wellness checkups and how often?
o What deductible range do you want to stay in? What is your current deductible?
Qualify Financially
o Do you currently have health insurance ? (if they didn’t say yet)
o If No – When did you last have insurance?
Regardless of the answer ask “how much are you paying or were you paying?”
If they haven’t had insurance in the 5 years ask “ What is your budget or what is the most you can afford?”
You and the prospect must agree on their budget and benefit expectations
Do not proceed unless you have the following:
Current premium or budget range (not a guess – they must tell you)
Financial and benefit expectations
Current insurance and medical situation
Now you have the information you and/or your manager needs to get a quote, select a plan and determine a
sales approach that can lead to a sale.
Tips for the first conversation:
Avoid specifics on benefits and premiums. The client may use this to make a buy before you have a chance to
present a well thought out plan.
Your answer to their request for specifics: “Great question, once I finish my homework and find a couple plans
that meet the requirements you expressed I’ll answer that specific to the plans we review.”
Be reassuring: Tell the client that based on what they told you that you can save them money and/or meet the
need they expressed
The next step:
Agree on what will happen next
Set a time that you will speak again, meet, email etc.
Get an email address and an alternate phone number
5
Your Weekly Game Plan
Monday & Tuesday – Calling, canvassing, setting appointments
Wednesday, Thursday & Friday – Appointments follow up, canvassing for leads
Saturday – If you have no appointments then call 9a to 5 pm and plan your next week.
Sunday – great for calling new leads that have requested information recently.
The above is typical for someone who intends to meet people in person. If you are going to be
using the internet and phone then typically you will be doing most of your calling in the morning
(8:30 – 11:30) and late afternoon (5:30 to 8pm) and running quotes midday to prepare for your
online/telephone appointments.
Things you need to know
Most people are confused by insurance
Most people don’t understand their plan
Most people don’t know that they don’t know
Most plans have limitations that yours won’t
Most people are not technical (85% - 90%)
Most people buy emotionally not logically (over 90%)
Most Hospitalizations (80%) are due to accidents, critical illnesses or organ transplants
Only 7% of Communication is information based, 55% is body Language and 38% tone
Don’t get Technical, Be Reassuring, Keep it Simple!!!
You MUST be Confident & Conversational
The Keys to Success
Urgency & Excitement
A Positive Mind Set
The secret of success: Have a conversation with someone you just met and
ask them questions designed to reveal what they want, need and qualify for. The
more you do it the more money you make.
Call a lot of people make big $$$ Call a few people make little $$$
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Scripts that identify “Red Apples”
These are used by various top producers. You will want to make them your own. Try re-writing them so they come
out more naturally when you say them.
Telemarketer, Aged Leads or Referral Leads
st
Hi (their 1 name) this is (your name) with APG Agency I’m following up on a conversation you had with one of
our agents (name if referral) about health insurance.
Pause for red , green or rotten response
New Internet Leads
st
Hi (their 1 name) this is (your name) with APG Agency I’m responding to your request for health insurance
quotes. How can I help you?
Pause for red , green or rotten response
The tendency at this point is to talk over the prospect or fill the void with something that sounds like a pitch. Avoid
this, remain calm and conversational.
Conversation starters
“As you know there has been a lot of talk about health insurance recently and there are lower premiums, benefits
and plans available now that weren’t available a year ago.”
Using Questions designed to pique interest and get a positive response
Use early in the conversation. (it will feel awkward at first)
“If there was a way to save a good bit of money on your health insurance plan or increase your benefits would you
want to know about it?”
“We are a national insurance agency and work with all the major insurance companies in the state. If there was a
way to save a good bit of money on your health insurance plan or increase your benefits would you want to know
about it?”
Then say absolutely nothing and make them answer the question, Do not keep talking!
You respond with: “When would you have 45 seconds to answer a few questions that will quickly determine if
we can help or improve your situation? If it makes sense we’ll set an appointment and review your options”
At this point they will self identify, Red & Rotten are easy, help them or hang up and call someone else. Green
apples may require more work or follow up. They may be preoccupied at the moment or might want further
clarification about the purpose of the call.
Beware of Green Apples & Time Traps: Don’t allow them to reduce the time you spend calling/looking for and
working with “Red” apples. Manage your time wisely, complicated health situations can also be a time trap and
even if sold may be declined leading to hard feelings and more time wasted.
*Important note: The Phrase / Question: “Would you want to know about it?” should be asked clearly and directly,
and as written. It is a direct question. Don’t marginalize it or weaken it by saying “would you be interested?”.
Sales phrases with the word “interested” are tired and people are pre-wired to say / think “NOT interested”.
There are more scripts on page 13
7
Setting the Appointment
Appointments can be in person, on the phone or using a web conferencing tool Say: “Based on what you
have told me, You have a number of options will that can save you money or give you more benefits”. (Then set
appointment). “When is the best time for you to look at the details, morning, afternoon or early evening?” Or (if
meeting in person) “I will be in your area on Thursday / Wednesday how does that work?” “O.K.that’s Great. “
Gain a small time commitment
You are about to spend your time and energy assembling a custom quote for someone. The minimum you should
expect is 15 minutes from the client to review the details with you. Make sure you are talking with or will be talking
to the decision maker. Don’t beat around the bush ask them if they will be discussing this with their spouse and if
so urge them to have the spouse at the appointment. Confirm the Appointment verbally and follow up with an
email. Let the prospect know that you will be there on time for the appointment and as a courtesy to let you know
in advance if they can’t make the appointment. Be subtle but let them know you are very busy, this increases your
value to them and reduces no shows. Information is only 7% of communication; don’t jeopardize getting the
appointment by giving too much information on the phone or sending a bunch of email quotes and plans. A
computer can do that. You are building a relationship and helping them choose the best option.
The Appointment
If you are meeting in person get the client to the kitchen or dining room table, don’t do it in the living room
slumped on the couch. If online then get them in front of the computer. If on the phone they should have the
emailed/faxed the quote and overview you sent them.
► Focus on the needs they expressed -
► Get them talking about what and why they want it
► Gain agreement on their needs – they must commit to what they want
Tell them you have a plan that meets the needs they expressed
(they have to have expressed a clear need/wish for this to work)
► Explain 1st Dollar Benefits FIRST (pre-deductible)
• Dr. office visits/Co-pays
• Wellness Benefits
• Prescription Coverage
• Accident & Critical Illness Benefits
Use the brochure as a sales aide as appropriate to point out the pre-deductible benefits. (You keep hold of it)
Move on to the Deductible choices and Premium options.
Use the Worksheet last page of this guide: (when meeting in person)
The commission for the sale shown will average about $1400
The numbers were just made up so don’t try to match on quoting software.
Have the computer quotes with you (for reference), but in most cases you won’t show or give to the prospect
(too many numbers, too confusing)
Generally leave the discussion about Coinsurance /Stop Loss/ Max out of pocket and any application fee until
after an agreement on deductible and premium has been reached. Then explain how that works. When you are
working online you may get a question about this earlier but in person you usually won’t.
Proceed as they acknowledge and agree with what you are saying….
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Closing
If you do it right – it happens naturally
► They say – “What do we do now?” (answer: fill out application)
► If they don’t say what next, just get out the Application – (assume close)
Ask: Do you mind if I ask you some health questions? I want to verify that you qualify for the
plan we are talking about. (this is a form of take away)
Start filling it out and when finished ask for a voided check
If they don’t agree that tells you that you missed something and that you are not done. You
deserve an answer.
Overcoming objections
One of the most common objections is “Let me think about it”. Our goal in the sale process is to find out enough
from the client about their needs and desires so that after we present a solution the only possible thing they can
think after your presentation is that they would be foolish not to apply for the insurance immediately. If you had
actually found out all of their needs and met them that will happen 90% of the time. So let me “think about it” really
means that you missed something. Usually they don’t have the money or they are not the decision maker, both
things you should have found out before the appointment. The key to sales is not “selling” it is communication.
Professionals are excellent at putting people at ease and getting them to share information. Which means you
have to be very good at asking the right questions.
Establish early in the process that submitting an application a low threshold decision for them, and in fact until an
application is submitted and goes through underwriting neither you nor the client know what the deal is, so really
until then an intelligent decision can’t be made.
Say things early on like: “Let me tell you how to use the insurance laws to your benefit, many won’t tell you this
but when we submit an application you have a “free look period” so if for any reason or no reason you don’t want
the policy or they decide not to offer you insurance you get a full refund no questions asked.”
Or: “From the insurance companies point of view they are not obligated to issue you a policy, we want to make
sure before you agree to anything that the price and coverage we have discussed is available with no unexpected
limitations”.
Sometime during the appointment you want to tell the client how the “process” works. Reduce pressure by
explaining that at this point we start by just applying to see what offer the insurance company will come back with.
Emphasize that “just” because there is no guarantee they will get accepted or might not have waivers or rate ups.
(a small take away). But reassure them that they (the client) are in the driver’s seat because they are not
obligated to accept what the insurance company offers (mention the free look period) and if any funds are taken
they will be fully refunded.
Next time a client says they want to think about it ask them how long they need. They will probably say a week or
so. Then say how about 30 days? They will say fine – then say ok let’s apply and see what happens, you’ll have
30 days to think about it.
9
After the Close
Tell them what will happen after you leave
► Prepare them to make a electronic verification if required
► Tell them the underwriter will call and might require 20 minutes
► Email them a copy of the application
► Tell them to print out the application and review
► Include a copy of the brochure
► Give all pertinent info in email
► Give them all your contact info
ASK FOR REFERRALS!!! (Min. 5 names)
OFFER TO QUOTE LIFE INSURANCE and/or CRITICAL ILLNESS
Monitor your website for updates –
Make sure the client makes the verification call and speaks to the underwriter
Keep in touch as appropriate
You
► MUST be Confident & Conversational
► Must be able to use every tool in the box
► Be able to show how mix of products work together
► Understand the U/W Guide
► Know how to use provider lookups
If you don’t know the answer – “Lets read it verbatim…”
3 Reasons People say NO !
1. Agent didn’t use proven approach
2. Client is loyal to company/agent
3. Bad timing or just plain negative
10
Leads
Leads: We have the best lead sources in the industry and have recently launched a new leads program that is
producing significantly above average results. Leads require and investment in your business and are the fuel that
will drive the growth of your business.
Your manager will work with you to discuss a leads program that will fit with your situation. Regardless of the lead
source the approach, appointment setting and close is essentially the same.
The Law of Large Numbers never Fails!
There is no such thing as a bad or good lead, leads only make sense when viewed in large numbers,
because one lead could be an instant large sale or a wrong number.
Types of Leads:
Internet: These are leads that are generated when someone goes on the internet looking for health insurance
and uses a quoting site to get health insurance quotes. The pricing on this varies widely depending on the age of
the lead.
Telemarketing Leads: These are leads that are generated when telemarketer calls small business owners in a
defined area to find identify those interested in speaking to an agent. These usually take a while to get, there is a
delay between the order time and the time it takes for the telemarketer to call in the area. These leads tend to be
more expensive than internet leads unless they are older leads.
Self Generated: These are free, plentiful and easier to get than you might think. In half as day you can easily
obtain 20 to 35 good leads. The process will be described on the following page.
Self Generated Leads
When on an appointment stop in several businesses in the area and go in the door (do not carry your briefcase or
have any business cards in your hands) look for the person who looks like the owner and say “I’m sorry I’m in a
bit of a hurry, could I get one of your business cards?” Look at the card, put it in your pocket and if it is the owner
say “I was in the area with one of my clients and like I said I have to run but when I saw your business I had to
stop in. Our company has been able save businesses like yours a significant amount open health insurance, if
there was a way to cut your premiums would you want to get information about it?”
If not the owner ask who is and also ask the name of the person who you are talking too. Then call the owner
back later and say “So and So gave me your name and said that I should talk with you…. Then go from there (see
Script).
Whatever you do don’t stay and talk, you must leave, ask when a good time to call them back would be and tell
them that when you get some free time you’ll be back in touch.
You could pick up 50 leads a day this way and then use the telephone to qualify them. Don’t stay and talk it will
only reduce the number of leads you get and destroy your credibility. Leaving a business card is optional, but let
them ask for it. The success rate on this approach is very, very high !
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Mental Attitude
You are excited about this opportunity and you should be ! Imagine how you will feel several
years from now earning a residual income and being in a business where you control your
time! If you are willing to put in the hard work and make the necessary commitment your
success is assured. There will be bumps in the road, so you will need to have the resolve and
commitment to continue even when the current excited feeling is gone.
All Excuses are Equal
Not “knowing more” is usually the first excuse you make to yourself to avoid making the calls
and setting the appointments that alone will ensure your success. You can’t “know” now what
you will come to learn, but you can identify people that respond positively and make an
appointment. In the beginning just focus on calling, talking and setting appointments with as
many people as possible. This is a proven step by step approach that will allow you to get your
business launched and commissions flowing into your bank account at the earliest possible
moment. Reluctance to engage in making calls due to self doubt and lack of product
knowledge will at best postpone your success at worst will kill the opportunity. Stay open
minded and borrow your mangers confidence and product knowledge.
Keep things simple, keep focused on the training materials. Don’t send mixed messages or
overload people with information. Confused people don’t take action, if it’s not important
to say – then it is important not to say it.
Here are a couple of ground rules. You are on a team. Please be respectful of those you work
with and their time.
Be on time
Keep your commitments
Be coach-able (don’t reinvent the wheel)
Mute your phone on conference calls
The sales process is a relationship building process. It starts with information sharing and a
series of small mutual agreements about the price and benefits being sought and provided.
Small commitments are being made, the first commitment(s) is the time spent on the initial
phone call and the benefits asked for. The next conscious commitment the prospect makes is
the next appointment. You are moving the prospect from a number of small easy
commitments in the form of sharing information and time with you. The more information and
time they spend the more committed they become to the process and to the success of the
process i.e. buying health insurance. It doesn’t matter if it takes 1 conversation or 5. Just
focus on building a relationship and moving forward from one agreement/commitment to
another.
12
More Scripts
Local business owners – alternative script/cold call
“We work with local owners just like yourself and have been able to cut health insurance costs significantly. If
there was a way to save a good bit of money on your health insurance plan or increase your benefits would you
want to know about it?”
“We are a national insurance agency and offer custom designed health insurance plans that allow you to control
your cost and coverage. If there was a way to save a good bit of money on your health insurance plan or increase
your benefits would you want to know about it?”
“I know I might have caught you at a bad time, but if there was a way to save a good bit of money on your health
insurance plan or increase your benefits would you want to know about it?”
A Sample script/conversation
Hi (their name), this is (your name) from the APG Agency. I’m following up on your request for health insurance
quotes, how can I help you?
If a telemarketer lead or referral: I'm following up on a conversation that you had with one of our people about
health insurance. The reason I'm calling is to find out, "If there was a way for you to save a good bit of money on
your health insurance plan or increase your benefits would you want to know about it? (Be quiet and let them
respond)
If yes :
We are one of the largest brokerage firms in the country and we deal with all the top tier companies in _______
(state) . In about 45 seconds, if you'll answer a couple of questions, I'll be able to tell you if there's a plan that
makes sense for you. (let them respond)
According to my record you are ___ years old is that correct? Do you smoke? Do you take any medications?
What is your current health insurance situation? Who is you company? How much per month? (ask the
questions from the questions page)
Based on what you just told me you have a number of options that will save you money and as well as plans that
can give you more benefits. When is the best time for you to look at the details, morning, afternoon or early
evening? Or / I will be in your area on Thursday / Wednesday how does that work?
O.K. Great.
Let me ask you a few more questions so I can customize a couple plans to fit your needs. What is your biggest
concern with your insurance? What benefits are most important to you? (Let them respond)
Are you of average height and weight? Have there been any hospitalizations or significant health issues in the last
10 years?
Well ok I’ll do my homework and bring over some plans so that we can go over them and pick one that makes
sense for you. It is a pretty simple process once we find the right coverage. I look forward to meeting you at (time
place). Will you please write down my phone number in your calendar as well so that if for any reason you have to
reschedule you can call me. I would really appreciate that, I keep a pretty full schedule. See you on (day)
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