5 Steps to Increase MA Sales by Becoming a Consultant

This means you must think in terms of solving a client's problems. You can do that by asking open-ended questions. Think of it this way – does a medical practitioner prescribe remedies before conducting an exam? Asking effective questions will not only help you determine what solution set will best meet your client's needs, but will also build confidence and trust and help the client reveal items of importance that they may not otherwise disclose.

The simplest and most effective questions begin with the words, "what," "why," and "what if." A "what" question will provide the client the opportunity to tell you about their current Medicare program. The "why" question will allow them to disclose the reason they chose that plan and any current problems they are experiencing in it. The "what if" question allows you to offer potential alternatives and assess the viability of potential solutions.

There are many needs assessment documents that an agent can use. They help an agent through the data collection phase of the contact and will develop an optimal solution that addresses the client's needs and wishes. These documents can also provide the agent a written record of the data used in making recommendations to the client.

4. The presentation

Although CMS and plan guidelines define the materials and format of a Medicare Advantage presentation, the agent is responsible for the personalization of the presentation to focus on how the proposed solution will benefit their client. Nothing is worse than a sales presentation that simply reflects the agent's perspective. This is why the needs assessment is so critical. It enables the agent to tailor the presentation to their audience.

During a presentation, the agent should continually confirm that their recommendations are in line with the client's needs assessment findings. Each concurrence serves as a validation of the proposed solution or allows the agent to clarify and respond to client concerns as they arise. It is also critical – for compliance purposes – to fully explain all elements associated with the proposed solutions. The Medicare Advantage agent cannot omit or downplay elements of the solution that could impact the client. Full disclosure is absolutely required.

5. The close

The close is not simply asking for enrollment. It is a multi-step, ongoing process. During all interactions with a prospect, the successful Medicare Advantage agent is at least practicing the trial close.

An effective close is a summation of all the benefits of the agent's solution to their client's needs. Hard, quantifiable benefits will always trump soft, feel-good benefits. That doesn't mean the latter are unimportant. Lead with facts that meet the client's needs and complement those facts with human values that address the client's wants.

The close doesn't end with the client's enrollment decision. Good follow-up will reinforce the value of the solution to the client and will result in much higher retention rates. The initial contact with a prospect creates the client/agent relationship; follow-up is how that relationship is nurtured. All closing activities should include an agreement on follow-up activities and timeframes. To comply with CMS guidelines, these agreements should be documented on paper or by voice recording.

The steps described above are simply an overview of the process a Medicare Advantage agent should take in developing a consultative relationship with their clients. To be successful, producers should practice these methods every day, and remember that a client will trust you more if you establish a relationship than if you leave them in a one-and-done deal.

Gerard (Jerry) F. Ventolo is the marketing director of Medicare Advantage Plan Services and the CFO of Senior Health Care Options. He can be reached at [email protected].