Health insurance is a product that has always been attractive to almost everyone. In addition, due to the public health emergency situation we have experienced, the interest in these insurance products has become even more palpable.
As is evident, what policyholders value most in this type of policies are the agility, personalized treatment and effectiveness. Having a private insurance is the best way to avoid waiting to be attended by specialists, to receive a surgical intervention, to have a second opinion… However, selling health insurance is a task that, due to the strong competition in the market, has become more difficult every day. Which are the best, how can you make them choose you and not your competitor? We reveal the keys and how to apply them in your insurance sales software.
10 tips to sell more health insurance
Of course, there is no magic formula that can be applied to all cases. Even so, we want to give you a series of tips that, if applied correctly, could help you sell more health insurance.
Know your health product perfectly well
In most cases, our clients will need to be advised when choosing the option that suits them best. For this reason, it is essential that you know what you are selling, what modalities there are, exclusions, waiting periods… This will not only reinforce your image as a professional, it will also help you to offer quality care and retain your clients.
Although you will have to spend some time studying and getting to know what you are selling, the first thing you should start with would be the types of health insurance: medical insurance or reimbursement.
Detect opportunities in the sector
Changes in trends, seasonality… There are many factors that can give rise to peaks in business. Stopping to observe the behavior of the sector and finding out why can help you act in advance.
An example of an opportunity in the sale of health insurance would be in the pre-renewal phase. This is usually in January in almost all insurance companies, so new contracts and changes of company or broker are very common. Among the many marketing actions to sell insurance that you can carry out, a recruitment campaign during the previous months could be key.
Know your clients’ needs
As we have already said on other occasions, knowing who your customers are helps you to understand their needs, the reason why they choose one option over others, the language and the medium you should use to address them… But do you really know your customers? Doing a reflection exercise and defining your buyer persona could help you draw your lines of action.
The SPIN method: a guarantee of success
In line with the previous point, this method is another sales tool that will allow you to actively listen to your customers and offer them relevant solutions. With this method you will mark four stages (which are the ones that give the name SPIN):
- Situation. You will have to ask or observe your customer’s situation and environment. If he/she has a family, age, medical history…
- Problem. Once you have studied the situation, you should be able to identify the problem or problems your client has and how your health insurance can solve them. Of course, there are times when clients are unaware of the problem they have or could have. It would be your duty to let them know.
- Involvement. You should find out the extent of your client’s problem and the urgency of solving it.
- Need to be solved. This would be the most complicated point: make the customer aware of the value of what you offer.
Be delicate when talking about health
Remember that you are talking about a subject that can sometimes be delicate and even painful. Examples of cases in which you should be really careful could be when filling in the health questionnaire, communicating if there are exclusions due to previous pathologies, if the company decides not to insure the client due to age or medical history…
Look for the customer profiles with the most purchasing possibilities
Related to point 3, knowing your clients and knowing which profiles tend to contract more or choose higher premiums will help you to prioritize and be more profitable in the sale of insurance.
Lean on the digital channel
As we always say, digitalization has also reached the insurance sector. Your customers buy online, and they expect to be able to do the same with their insurance.
Creating your own website where you can have your insurance system embedded is the first step. From there, advertise your health insurance, send emails to your customer base, position yourself organically in search engines, be present in social networks… In this way, anyone who comes to your website will be able to purchase their health insurance online, without depending on schedules or calls.
The importance of cross-selling in health insurance
One of the most profitable ways to sell insurance. If you already have a portfolio of clients, getting them to take out their health insurance policies with you is much easier. They already know you, they trust you and they know how you will treat them.
Actions as simple as sending them an email every time there are health insurance offers, informing you when their insurance policy expires so that you can get ahead of them and offer them better alternatives… They do not require excessive effort and the results are always satisfactory.
Use insurance sales software
Brokerages are increasingly opting for tools that streamline and even automate their tasks. This not only allows them to achieve the same results with less effort, but also to serve more customers without losing the personalized service. In short: to be able to scale the sale of insurance.
Keys to selling health insurance by phone
Although digitalization is key for any brokerage, there are still businesses that use traditional sales strategies to complement online ones. One example of this is sales calls. But how to push a sale over the phone?
The first thing we advise you to do is to avoid cold calling and try to get qualified leads by embedding a quoting tool on your website. Users interested in buying health insurance will calculate the price and leave their contact details and your task will only be to push the sale over the phone, dealing with a person who already knows the price and who has shown interest in buying this insurance. You could ask them what they thought, if there is anything they would like to change, if they have any doubts… giving them a more personalized treatment and generating trust.
We also recommend that you stop to think about how to make these calls. It is important to modulate the tone of voice so as not to sound aggressive or listless, connect with the person by calling him/her by name or asking how he/she is, asking qualifying questions (if he/she is self-employed, if he/she has children, if he/she already has something in mind)…
How Nowo.tech helps you sell more health insurance?
There is no single strategy that works in all cases to acquire leads, but it can be interesting to try running campaigns on Google Ads with the intention of getting users to your page. In it, you will have an embedded health-specific quoter, where they will calculate their price and leave their contact details. From there, you would carry out the commercial strategy you deem appropriate (phone calls, sending periodic emails, automated whatsapp messages…).
