What Is Concept Selling and How Can You Apply It to Sell Health Insurance?

Concept selling is a sales strategy focused on communicating the value and benefits a product or service provides based on the client’s specific needs and desires, rather than simply highlighting the technical features of the product. Instead of “selling a product,” you are selling a solution to a problem or an improvement to the client’s life.

In health insurance, applying concept selling can help you emotionally connect with clients, build trust, and increase conversions by demonstrating that you understand their needs and are focused on meeting them.

How Concept Selling Works

Concept selling is based on the following principles:

1. Identify the client’s needs: Understand what the client truly needs or values, whether it’s financial peace of mind, access to quality medical care, or family protection.
2. Highlight the value: Explain how your product (health insurance) meets those needs and improves the client’s life, using concrete examples and personalizing your message.
3. Create an emotional connection: Show empathy and establish trust by positioning yourself as an advisor who cares about the client’s well-being rather than as a mere salesperson.
4. Focus on benefits, not features: Instead of discussing deductibles or coverage percentages, emphasize how these aspects help the client reduce financial stress or guarantee access to medical care.

Applying Concept Selling in Health Insurance

1. Get to Know Your Client

Before presenting any health insurance plan, ask open-ended questions to understand their situation and priorities. For example:

• What worries you the most about your health or your family’s health?
• What are you looking for in a health insurance plan?
• What past experiences have you had with insurance?

These questions will help you identify what the client values most: financial protection, access to quality providers, comprehensive coverage, etc.

2. Present the Concept, Not the Product

Instead of talking about a plan as “insurance that covers 80% of costs after the deductible,” focus on what it means for the client. For example:

• “With this plan, you’ll have access to top specialists without worrying about large medical expenses.”
• “This insurance ensures that in an emergency, your family will be protected and won’t face medical debt.”

3. Create Real-Life Scenarios

Help the client visualize how health insurance will benefit them in everyday situations. For example:

• “Imagine you need an unexpected surgery. With this plan, you’ll know exactly how much you’ll pay and have access to the best hospitals.”
• “With this coverage, you can schedule preventive checkups to detect any issues early, which could make a big difference for your health.”

4. Highlight Emotional and Practical Benefits

Health insurance isn’t just financial protection; it also provides peace of mind and security. Talk about how your solution will allow them to:

• Sleep better knowing they’re prepared for any eventuality.
• Access necessary medical services without stress.
• Take care of their family with confidence.

For example:

• “This plan gives you access to preventive checkups, which means you can take control of your health and avoid bigger problems.”

5. Show Empathy and Build Trust

Health insurance can be complex and overwhelming. Adopt a friendly and reassuring approach:

• “I understand that choosing insurance can be confusing. My job is to help you find the plan that best fits your needs.”
• “I’m here to ensure you understand how your coverage works and how to make the most of it.”

Benefits of Using Concept Selling in Health Insurance

1. Emotional connection: By focusing on personal benefits, clients feel understood and are more likely to trust you.
2. Greater retention: Clients who buy based on value, not just price, are more likely to stay with you long-term.
3. Differentiation: In a competitive market, standing out as someone who offers personalized, relevant solutions is a significant advantage.
4. Better closings: Addressing the client’s concerns directly eliminates objections and increases the likelihood of closing the sale.

Practical Examples of Concept Selling in Health Insurance

Case 1: Client Concerned About Medical Emergencies

• Client: “I just want insurance that isn’t too expensive.”
• Traditional Approach: “This plan costs X per month and covers 70% of costs after the deductible.”
• Concept Selling Approach: “I understand you want something affordable. This plan ensures that in case of an emergency, you won’t face unexpected bills that could strain your family’s finances.”

Case 2: Family Looking for Comprehensive Protection

• Client: “We have young kids and want something that covers them well.”
• Traditional Approach: “This plan includes pediatric coverage and vaccinations.”
• Concept Selling Approach: “With this insurance, you can rest assured knowing your children will have regular checkups and vaccinations, as well as immediate care if they get sick.”

Concept selling is a powerful tool that allows you to connect with your clients, demonstrate the real value of your solutions, and differentiate yourself as a health insurance agent. By focusing on the client’s emotional and practical needs, you can transform your sales approach and build stronger, longer-lasting relationships.

Remember: you’re not selling a product; you’re offering peace of mind, security, and well-being. Embrace concept selling and take your health insurance career to the next level.