This document provides guidance on creating a sales script for health insurance. It outlines the product features, differentiation, target market, improvements offered, challenges addressed, and questions to ask prospects. The target market is self-insured individuals and small businesses seeking more options at lower costs. The script helps prospects understand options, choose the best plan, and reduce costs and risks compared to ACA plans. Sample questions assess a prospect's current situation and needs.

1. How to Create a Health Insurance Sales Script

2. PRODUCT
Health Insurance
FEATURES
• Independent and licensed insurance broker
• Provide access to most major insurance
carriers (National PPO Network options)
• We take each client through a needs and
budget assessment
• Compare premiums and coverage across
numerous insurance carriers, ensuring
competitive pricing options
• Provide a custom-tailored plan to their specific
interests
• Help with both ACA and Non-ACA options
• Can help with coverage for dental, vision,
accident, critical illness, and life insurance
• An available resource for questions and
concerns
DIFFERENTIATION
• Specialize in assisting self-employed individuals,
families, and small businesses
• Offer an alternative to the ACA marketplace and bring
more comprehensive options to the table often at a
lower cost
• Take the time to understand client's insurance needs
and budget and then tailor a plan to their specific
interests
• We have Non-ACA plans that offer National PPO
network coverage, which reduces the "Out of Network"
risk associated with typical ACA HMO network
coverage
• Premiums for non-ACA plans are typically 30% -40%
lower than ACA plans

3. PRODUCT
Health Insurance
FEATURES
• Independent and licensed insurance broker
• Provide access to most major insurance carriers
(National PPO Network options)
• We take each client through a needs and budget
assessment
DIFFERENTIATION
• Specialize in assisting self-employed individuals,
families, and small businesses
• Offer an alternative to the ACA marketplace and bring
more comprehensive options to the table often at a
lower cost
• Take the time to understand client's insurance needs
and budget and then tailor a plan to their specific
TARGET
PEOPLE THAT ARE SELF-INSURED IMPROVEMENTS
• Select a health insurance plan that is the best fit
for their needs at the lowest possible price
• Clearly understand all of the available health
insurance options
• Access a wider array of health insurance
options (non-ACA plans)
• Decrease time spent comparing options and
pricing
• Decrease costs through Non-ACA coverage
options
• Have a plan and provider that is more flexible
(can have coverage the next day)
• Decrease the risk of not having the right
coverage or paying too much
• Make something work better
• Make something easier
• Decrease the time it takes to
do something
• Increase revenue or income
• Decrease costs or expenses
• Improve product quality
• Decrease the risk of
something bad happening
• Improve visibility or access to
information
VALUE

4. PRODUCT
Health Insurance
IMPROVEMENTS
TARGET
PEOPLE THAT ARE SELF-INSURED CHALLENGES/CONCERNS
• Health insurance is complex with all of the providers,
plans, and prices
• Difficult to figure out which health insurance plan is
the right choice
• There are many better plans outside of the ACA that
people don’t know about or have access to
• Time-consuming to compare health insurance options
and prices
• ACA plans can be more rigid and difficult to work with
(have to wait for open enrollment)
• Money can be lost by either not having the right
coverage or paying too much
• What is the opposite of the
improvement?
• What problem goes away with
the improvement?
• What problem starts to
happen if this improvement is
not provided?
VALUE PAIN
• Select a health insurance plan that is the best fit
for their needs at the lowest possible price
• Clearly understand all of the available health
insurance options
• Access a wider array of health insurance
options (non-ACA plans)
• Decrease time spent comparing options and
pricing
• Decrease costs through Non-ACA coverage
options
• Have a plan and provider that is more flexible
(can have coverage the next day)
• Decrease the risk of not having the right
coverage or paying too much

5. PRODUCT
Health Insurance
CHALLENGES/CONCERNS
TARGET
PEOPLE THAT ARE SELF-INSURED PAIN QUESTIONS
• How do you feel about understanding all of your
options?
• How concerned are you about choosing the wrong
plan?
• Have you looked at any non-ACA plans?
• Do you have enough time to compare all of the
different health insurance options and prices?
• How do you feel about the prices on the ACA plans?
• How important is it to have a more flexible plan?
(when do you need it to start?)
• What question could we ask to
see if the prospect has each
challenge or concern?
• For each pain point the
product fixes is a question
that could be asked.
VALUE PAIN QUESTIONS
• Health insurance is complex with all of the providers,
plans, and prices
• Difficult to figure out which health insurance plan is
the right choice
• There are many better plans outside of the ACA that
people don’t know about or have access to
• Time-consuming to compare health insurance options
and prices
• ACA plans can be more rigid and difficult to work with
(have to wait for open enrollment)
• Money can be lost by either not having the right
coverage or paying too much

6. PRODUCT
Health Insurance
TARGET
PEOPLE THAT ARE SELF-INSURED CURRENT STATE QUESTIONS
• Do you currently have health insurance?
• What insurance company are you with?
• Do you know what kind of network coverage you
have now? Is a PPO or HMO?
• What is your current premium? What is your
deductible and coinsurance?
• How old are you?
• Are you self-insured or do you get coverage through
an employer?
• What type of insurance do you have? ACA
marketplace or something else?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

7. PRODUCT
Health Insurance
TARGET
PEOPLE THAT ARE SELF-INSURED CURRENT STATE QUESTIONS
• Is this a plan just for you or are others on this same
plan?
• Do you have any family members that also need
coverage?
• How many family members (and what ages)?
• When would you want coverage to start?
• Do you ever reach your deductible?
• Do you prefer a high deductible or low?
• Have you set aside any funds for emergency medical
expenses?
• Do you or anyone on the policy use tobacco?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

8. PRODUCT
Health Insurance
TARGET
PEOPLE THAT ARE SELF-INSURED CURRENT STATE QUESTIONS
• Do you travel much?
• Do you or other applicants have any pre-existing
conditions or have you had any medical procedures
in the 5 years?
• Do you take any prescription medications?
• Does anyone expect to get pregnant in the next
year?
• Any DUI's or felonies?
• What are you looking for (is important) in the plan
you purchase?
• What would you do with the significant saving you
might experience through Non-ACA coverage?
• Currently have what you sell?
• Current vendor/provider
• Current systems and
processes
• People in the organization
• Current contracts and
expiration dates
• Size details – number of sites,
people, systems, etc.
• Current performance/stats
(technical, marketing,
financial, etc.)
• Last time evaluated other
options
VALUE PAIN QUESTIONS

9. PRODUCT
Health Insurance
TARGET
PEOPLE THAT ARE SELF-INSURED CUSTOMER EXAMPLE
• We worked with a small business owner
• They were having difficulty figuring out
which health insurance plan is the right
choice
• I was able to help with that because I am
an independent and licensed insurance
broker
• I helped them to clearly understand all of
the available health insurance options
• And select a health insurance plan that is
the best fit for their needs at the lowest
possible price
• Who have we helped that is
similar to the target buyer?
• What problem did they have?
• What did we sell to solve that
problem?
• What are two improvements
we helped to influence?
VALUE PAIN QUESTIONS
CUSTOMER
EXAMPLE

10. VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
Building Blocks

11. Cold Call Script
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CURRENT
STATE
CUSTOMER
EXAMPLE
PRODUCT
OPEN
CLOSE

12. VALUE
POINTS
PAIN POINTS
CURRENT
STATE
PRODUCT
PAIN
QUESTIONS
DISCOVERY
OPEN
CLOSE
CURRENT
STATE
PAIN POINTS
PRODUCT
CUSTOMER
EXAMPLE
First Appointment Script

13. Cold Email Campaigns
Email #1 Email #2
Delay
(1 or 2 weeks)
Email #3
Delay
(1 or 2 weeks)
Email #4
Delay
(1 or 2 weeks)
Email #5
Delay
(1 or 2 weeks)
Email #6
Delay
(1 or 2 weeks)
VALUE
POINTS
PAIN POINTS
PAIN
QUESTIONS
CUSTOMER
EXAMPLE
PRODUCT
VALUE
POINTS

14. Voicemail Messages
Voicemail #1 Voicemail #2 Voicemail #3 Voicemail #4
VALUE
POINTS
PAIN POINTS
CUSTOMER
EXAMPLE
PRODUCT

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