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June 29, 2015

Selling higher priced plans

As with any service, the price of a health insurance policy is a major factor when you’re sitting across from a client or prospect. Clients often get stuck on the monthly premium and have trouble discerning the real value of a plan. As a result, many clients wind up with plans that are sub-optimal for their needs while many agents wind up settling for sub-optimal sales and commissions.

Sales experts have much to say on the topic of selling in various price ranges. It requires some technique, but it can result in a win-win. Among the experts’ recommended strategies for selling at higher price points:

  • Don’t lead with a low price: If the best you can say about a plan is its lower price, the client will know there’s little else to recommend it. Besides, clients who are over-focused on getting low pricing will usually demand even deeper discounts.
  • Higher price commands more attention: It tells the client your proposal is significant and should be taken seriously.
  • Seize the opportunity: If you propose a plan that’s priced higher than a competitor’s plan, it gives you a chance to differentiate your company and detail its unique selling points.
  • Wiggle room: Leading with a higher price leaves you room to agree to a reduction if the client needs a concession.
  • Happy surprise: The client may accept your higher pricing proposal without questioning it. Though it doesn’t happen often, stranger things have happened.

Justifying a higher price may take some effort, but you didn’t go into sales expecting it to be easy. But the takeaway is simple: Lead high, always, and employ your negotiating skills to improve your numbers.


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