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Get out there and market yourself! Part Three

Here’s my last post in a series of three about different kinds of events you can be a part of to market your senior insurance business. Read Part One and Part Two.

Many agents are avoiding formal sales meetings because they’re anxious about CMS oversight, carrier rules and secret shoppers. However, they can be a compliant way to generate more Leads, and very few carriers will disallow agents from conducting formal Medicare marketing sales events.

Running one of these events can be fairly simple. Here’s how to get rolling:

Review the rules regarding formal sales events in the official Medicare Marketing Guidelines.

  • Always contact your carrier’s local Broker Sales Manager for rules and procedures for registering or reporting and conducting the event. I’ve noted lately that Humana, in some areas, will send their folks out to actually do the presentation for you while you still get the sales. Our local Cigna and Aetna broker managers in Arizona are always available to attend formal events and lend a hand at the meeting.
  • Find a centrally located meeting room. In my region, our city libraries rent meeting rooms to help balance their budgets. Don’t forget to consider the local VFW, American Legion, Moose or Elks Lodges for room rental as they also can be a good source of attendees. They’re all trying to raise some funds for their respective budgets. When all else fails, check some local restaurants and motels.

 

  • Always utilize the carrier-recorded presentation. Often these are available as a Power Point presentation or a link that can be easily replayed on screen at your event. These recordings usually cover all the points that need to be made to be CMS compliant. You almost certainly will be secret shopped, but don’t let that worry you. After getting through all that boring, but important compliant info you can start selling yourself by engaging the audience.
  • Use a voluntary sign-in sheet for your guests. Always have permission to call (PTC) and Scope of Appointment forms handy. If you’re anticipating a good crowd, take an assistant with you. They can gather PTC forms and Scopes, assist attendees to fill out enrollment forms and just be generally helpful. I doubled my sales at events when I started taking agent trainees with me. Most of those added sales were from follow-up home appointments my helpers set up.

I’ll give you a more complete rundown on secret shoppers in an upcoming post, so make sure you subscribe to our blog.  In the mean time, here is a check list
that can give you an idea of how they evaluate. It’s not rocket science. We understand that some agents experience trepidation at doing these events, that’s why we are here to make it happen for you.

RB Insurance-affiliated agents who have questions regarding the planning and execution of sales events or compliance issues can call me at (800) 997 3107 or email me. We make it happen for you, so ask how we can assist you with advertising your event.

Get out there and market yourself! Part One

Wondering about marketing opportunities? Well it’s time to “Get out there and market yourself! (Part One)” Here’s my first post in a series of three about different kinds of events you can be a part of to market your senior insurance business.

I’ve got a buddy who’s been a successful senior insurance advisor here in Arizona for the past 20 years who just refuses to schedule or participate in any type of educational events. He likes to say his wife’s the social worker, not him.

I’ve attempted to change his mind about how valuable this type of marketing is — and it is marketing — but he just can’t see it. I have regaled my agent friend with the example set by a successful Las Vegas agent I know who only does educational event meetings to market himself. This guy works home and office appointments gleaned from those encounters all year long. My Sin City agent friend does at least two events a week and has contacts with just about every professional, fraternal, veteran and charitable organization in the county.

His CMS-regulated business consists of about 50 percent Medicare Advantage and about 50 percent Medicare Supplements with a Part D plan. He loves presenting final expense and add-on hospital indemnity products. Not bad for an agent who’s a senior himself. He never leaves a venue until he has answered every lingering question, and he tells me he goes through more than 500 business cards a month.

Market Yourself

“What?” you say, “you can’t sell or market at an educational event?” You are absolutely correct! The Medicare Marketing Guidelines tell us specific CMS-regulated products cannot be sold or discussed at these events (Here’s a much shorter compliance cheat sheet). While CMS does not require formal registration for these events, they are regularly evaluated by Secret Shoppers.

No marketing activity is allowed at educational events like those my Las Vegas friend puts on. What does that mean? It means you cannot steer to a specific plan, hand out marketing materials, gather Scopes of Appointment or Permission To Call forms.

So how does this agent generate leads and referrals from events?

He or she makes an announcement at the end of his or her formal presentation. Something like this does the trick: “This is an educational event, so I can’t put my business cards on the table, but some of you have asked for one. I will be at the back of the room as you leave, so if you want a card just ask. If you have any other questions just give me a call — I don’t charge for advice!”

That’s all it takes to successfully market yourself at educational events.

For more detailed training on conducting compliant and profitable events, our affiliated agents can call me at 1-800-997-3107 or email me. I don’t charge for advice, either.

Next week, I’ll tell you more about informal sales events, stay tuned!

Want to get more information on how to market yourself? We love helping you out! Give us a call at 1-800-997-3107 or watch this great webinar! Sign up for the “Make Community Marketing Work for You” webinar and go even further!

Just the facts, ma’am: Get your free appointment prep sheet

The Sarge’s favorite saying can remind you to ask your prospects detailed questions as you help them find the best senior products to meet their needs. Image courtesy of Wikipedia

Free Appointment Prep Sheet

Sergeant Joe Friday of “Dragnet” fame was probably a little too brusque to succeed as an insurance agent. But the ’60s TV character did make an impact on the popular lexicon with his constant plea for “Just the facts, ma’am.” With this quip, the Sarge would direct a verbose witness to concentrate on the matter at hand.

Perhaps there’s a lesson in this for today’s agents.

Senior insurance is significantly more complex today than it was even seven or eight years ago. Successful agents have learned to navigate regulations pertaining to when, where and how they meet with prospects and still sell at least one product to make them a satisfied new client. Rookies, on the other hand, may get the feeling that grievances, complaints or allegation of misrepresentation are easier to elicit from a prospect than satisfaction with an enrollment after they’ve read through the Medicare Marketing Guidelines for the first time.

The plans agents can sell (after they jump through all of the contracting and certification hoops regulators and the industry have laid out for them) have also changed. Prior to 2007, most Medicare Advantage plans had robust provider directories. It was hard to find a plan that did not have the most popular doctors and hospitals under contract. Today we see more limited networks due to Accountable Care Organizations, reduced reimbursements to plans, quality initiatives and consolidations, which all try to manage program spending.

What you ask or say to your prospect makes all the difference, so make sure you get “just the facts, ma’am.”

When a beneficiary makes contact, most agents take care to fill out a Scope of Appointment form for CMS-regulated products like Medicare Advantage. Most agents usually start to ask their prospect questions after they’ve returned the Scope and proceed to check out every doctor, drug, dentist, etc. that the client wants to keep seeing in order to make a one-stop sale. The whole process becomes frenetic — Miss a provider or drug, and you risk getting an email from your favorite compliance department. Mistakes, omissions or a missed status can ruin your day.

It’s not a CMS violation to collect voluntarily shared, detailed information from a beneficiary prior to that appointment, and you will appear more professional to your prospect if you do so. Download RB Insurance’s Initial Contact Worksheet for free to help you confidently make a sale. From docs to drugs, our worksheet covers all the bases. Don’t forget Special Election Periods, chronic conditions for DSNP plans, possible Medicaid eligibility, LIS status and other determinations.

Use our worksheet or make one for yourself, but be prepared with “just the facts” to increase productivity and professionalism. Always follow CMS rules regarding collection of medication or medical history data from a client. Offer to take down information, but never insist on getting your prospective client’s information.

Click here to download RB Insurance’s free Appointment Prep Sheet to help you prepare for appointments this AEP.

How to build a compliant MA Agent website that works (Part 2)

Here’s my follow-up on tips how to compliantly build your own Agent or agency website. In this article I will be discussing required disclaimers for generic Medicare Marketing sites. Click here to view the CMS memo on this topic.

Required Disclaimers For Generic Agent/Agency Websites:

Agent's Advantage Blog
1. “Medicare has neither endorsed nor reviewed this information.” (See section 50.13 – Disclaimer When Using Third-Party Materials)

2. “Not connected or affiliated with any United States Government or State agency.” (This is also required by some states)

3.  “Calling this number will direct you to a licensed Agent/Broker.” (Include this if your site has a contact number that directs potential clients to you or a sales team.)

These three disclaimers will satisfy passive Agent/agency websites intended for Medicare beneficiaries that are generic and do not mention specific plan names, benefits, premiums or marketing materials and do not collect any beneficiary’s information. You can read the Medicare Marketing Guidelines here — many of these disclaimers are included within that document.

Disclaimers for Sites Collecting Information for Lead Generation:

If you choose to collect potential clients’ information on your website, also ensure you include the following disclaimers for your form submissions:

1. “By submitting this form and providing this information, you agree that an authorized representative or licensed insurance agent may contact you by phone, e-mail or mail to answer your questions and provide additional information about Medicare Advantage, Part D or Medicare Supplement Insurance plans.”

2. “This is a solicitation for insurance.”

This is by no means intended to be a complete list. In fact, there are many do’s and don’ts for the content of your website in addition to just the disclaimers listed above. You can view Aetna’s recommended do’s and don’ts by clicking here.  If you utilize your website for Lead generation or advertising your agency, the disclaimers and do’s and don’ts above will address many of the concerns CMS cited in their memo to Plan Sponsors.

But what If I want to list my contracted Plan Sponsors on my site and Compare Benefits?

Be prepared to submit your site for compliance review to each plan sponsor your list on your site. You must receive approval from each carrier for use of their name, logo and plan materials on your site. Your plan sponsor may also requires your site to be submitted to CMS for official review and approval. Speak with your plan sponsor’s marketing or compliance department for specific guidance on the use and publishing of their plan materials.

Build an attitude of confidence through compliance with your plan sponsors, your clients and yourself. You’ll be so happy you did when your site comes across the desk of a Plan Sponsor’s Compliance Officer, as new regulations now require CMS to audit plan sponsors and their contracted downline entities for compliance every other year.

Interested in learning more? Email me or call (800) 997 3107 to start a conversation about disclaimer and marketing guidance for sites listing and comparing plans and benefits.