Best Practices: Supercharge AEP by Managing Leads

Like most good things, strong leads don’t simply come from nowhere — they have to be developed. And unless they are managed effectively, even the best leads can be difficult to close.

NOT ALL LEADS ARE GENERATED EQUAL

Companies specializing in lead generation work hard to evaluate how well sources perform for different businesses and in various channels. Constant testing and analyses are necessary for lead optimization.

Furthermore, consumers should know what to expect when they provide their information in a lead form. Transparency ensures prospects aren’t wondering why an agent is calling.

There are also rules about how leads are generated for AEP. CMS prohibits:

• Cold calling
• Direct messaging via social media
• Text messaging
• Canvassing door-to-door

Additionally, CMS requires a record of a consumer’s agreement to speak with an agent during AEP.

DIALING FOR CUSTOMERS

Working leads usually means making a lot of phone calls. Robert Bache, founder and chief of sales for Senior Healthcare Direct, recommends calling every lead 12 times within the first four days of receiving it. However, agents need to remember that
CMS regulations prohibit them from calling customers more than three times a day over a 24-hour period.

“If you have a lead and you call it four times but don’t call it again, don’t say that lead wasn’t any good,” Robert says. “You didn’t work it appropriately.”

Robert also suggests leaving a voicemail message daily. He likes to use what he calls the “double tap” strategy. This is when a lead is called and then called again within five minutes. He explained that when people get a call from an unfamiliar number, they let
it go to voicemail. If the number pops up again within five minutes, people are more likely to answer.

SET YOURSELF UP FOR SUCCESS

During the critical opening moments of contact, agents must take control of the conversation so it moves forward to the presumed closing.

Avoid time-wasting, open-ended introductory questions like:

• How are you doing today?
• What were you looking for?
• Did you go online?
• How can I help you?

Instead, assume the customer is short on time and needs solutions, and the agent is there to provide them. Of course, an agent needs to warmly build rapport, but it is more important to quickly demonstrate value. Rapport can still come later as the process continues.

As you wrap your introduction, consider asking about the customer’s current coverage to dive into why you’re there.

OUTBOUND SALES CALLS BASICS

When you have a potential client on the line, consider these five steps to guide the discussion:

1. Make an introduction
2. Conduct fact-finding
3. Do a needs analysis
4. Make the presentation
5. Go for the close

Leads are the lifeblood for health care and financial sales professionals. Using these proven strategies will solidify agents’ relationships with their customers and create an efficient and rewarding experience for all parties.

Lead Resources