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Quickly uncover consumer pain points to increase healthcare enrollments

Quickly uncover consumer pain points to increase healthcare enrollments

You’ve got your glossiest product brochures, your most colorful sales presentations, and a consumer who needs your services sitting across the table from you. You’ve done your best to run through the benefits of your go-to products. But, Mrs. Smith isn’t biting.

What went wrong?

There are a number of potential suspects. However, not yet seeing the value of your solution is the most likely culprit. So, how might we help her get there?

Find the gap

The key to creating value for your clients is finding the gap between what they’re currently experiencing or doing, and what they’d rather be doing or feeling instead. That means asking the right kinds of questions and listening intently for the answers. In particular, you’ll want your discovery questions to be open-ended and inviting. Consider:

Set A Set B
What are some things that are important to you when choosing a health plan? Are low copays important?
What do you see as the biggest challenge with your health plan? Do you like your current health plan?
What coverage do you wish you had? Have you heard of hospital indemnity insurance?


Which set of questions will help you identify your prospect’s pain points? Which set will get your client talking about their current experience, and where they’d like to be?

Fill the gap

Once you understand your prospect’s pain points, you can help them visualize how your products will address them. In short, you’ll want to paint a before and after picture for clients to consider. Here’s what it could sound like:

“One thing you’re concerned about is your hospital copay. I’d rather have you spend that $325 per day on a vacation! A hospital indemnity policy can help you cover that copay. Let me show you how.”
“You mentioned that paying the full cost of drugs before your deductible is expensive. Some plans provide first-dollar coverage for generics– which means you can pay a flat copay for your drugs, rather than the full cost. Let’s look at a few.”


Confirming you’ve heard the challenge – and demonstrating how your solution addresses it – helps establish you as a trusted advisor. Proving your value in this first meeting primes the pump for success – both with this prospect and those whom they might refer to you.

Bridge the gap

Your buyer may still have objections, and we’ll bet that cost is the one you’re hearing most frequently. Take this opportunity to recast the price of your products as an investment – an investment in their health, your services, and your partnership. Some examples:

“For just $X a month, we’ve addressed your needs and covered you in case the unthinkable happens. Even better, we’ve saved you $Y over your previous coverage.”
“What might happen if you remain with your current coverage?”
“At the end of the day, what will cost more? Paying this premium, or paying the full cost of your care?


Prompts like these won’t get everyone over the hump. However, encouraging your prospect to reconsider their struggles can help them focus on your value. Drawing attention to these issues – and how your products solve them -- is often the nudge they need to start filling out an application.

Final thoughts

Successful sales appointments are the result of building trust with your client. The best sales aids in the world can’t help if the person across the table doesn’t think you’re on their side. Instead, focus on asking questions that uncover client needs – and showcase how your solutions meet them.