Cross-Selling During AEP: How to Grow Your Book and Protect Clients
Cross-selling during AEP is one of the most effective ways to boost your insurance sales while helping clients get the coverage they truly need. But it’s not about stacking products, it’s about offering value. The Annual Enrollment Period (AEP) is already a busy time, so agents need a smart, streamlined approach.
At Network Insurance, we’re here to help you do it smartly, simply, and compliantly. You don’t need to reinvent the wheel, just learn how to offer the right products to the right people at the right time.
Why Cross-Selling Matters During AEP
The Missed Opportunity in Single-Product Sales
Selling only a Medicare Advantage or Part D plan can leave money on the table, for you and your client. Many clients have coverage gaps they don’t even realize. If you skip the conversation, someone else might fill it later; or worse, beneficiaries could face big out-of-pocket costs without protection.
Retention Benefits of Cross-Sold Clients
Clients who buy more than one policy from you are more likely to stay with you long-term. Cross-selling during AEP creates stronger client relationships. It turns a one-time sale into a year-round client connection. Plus, it shows you’re looking out for their full health and financial picture, not just checking a Medicare sales box.
What Products Work Well for Cross-Selling?
Hospital Indemnity
Many Medicare Advantage plans come with high hospital copays. Hospital indemnity plans help cover those costs. You can position it as a budget-friendly backup plan that brings peace of mind.
Dental, Vision, and Hearing (DVH)
DVH benefits aren’t always strong in Medicare programs. Offering a separate DVH policy is a natural add-on. Most clients understand these needs and appreciate having better options.
Final Expense Life Insurance
Many Medicare clients worry about leaving their loved ones with final bills. A simple final expense plan can solve that concern, and the underwriting is often quick and easy.
Cancer, Heart Attack, and Stroke Policies
Critical illness policies pay out a lump sum if a client faces a major health issue. These are great to discuss with anyone who’s had a family history of illness or just wants to plan ahead.
Stay Compliant While Cross-Selling
The Importance of a Scope of Appointment
Before you talk about any non-Medicare products, get a Scope of Appointment (SOA) signed. It protects you and keeps everything above board. If a client doesn’t sign it ahead of time, save the conversation for another day.
Using Approved Marketing Materials
Always use CMS-approved Medicare marketing materials when cross-selling during AEP. That includes brochures, flyers, and comparison tools. If in doubt, check with Network Insurance or the carrier directly.
When You Can (and Can’t) Talk About Additional Products
You can’t mention final expense or DVH during a Medicare appointment unless the client agrees to it on the SOA. Know the rules. Follow them. And document everything.
Cross-Selling Without Being Pushy
Ask Open-Ended Questions About Gaps
Instead of listing products, ask questions like, “Do you have a plan to help cover dental or vision costs?” or “If you had to spend a few nights in the hospital, how would you cover that?” Let the client tell you where they need help.
Use the “If, Then” Method
If a client picks a plan with a high hospital copay, then you can naturally bring up hospital indemnity. This method keeps the conversation relevant and helpful.
Reframe as Problem Solving, Not Selling
You’re not just trying to add a policy; you’re solving a problem. When you present products as solutions to specific client needs, clients don’t feel pressured. They feel supported.
Tools and Tactics to Simplify the Process
Pre-filled Coverage Checklists
Use a checklist to walk through common coverage gaps. It keeps the conversation consistent and ensures you don’t miss an opportunity to help.
Cross-Sell Scripts and Talking Points
Create a few simple scripts to introduce each insurance product. Practice them until they feel natural. These tools help you stay confident and compliant.
- “This Medicare Advantage plan has a daily hospital copay. Many of my clients add a hospital indemnity plan to help cover those costs. Would you like to see what that looks like?”
- “Medicare doesn’t cover routine dental or vision, and this plan only offers basic coverage. Would you be open to a plan that gives you more benefits in those areas?”
- “Have you already set up a plan to take care of final expenses? I can show you a simple, affordable option that many clients find helpful.”
- “If something serious like cancer or a heart attack happens, how would that impact your finances? There’s a plan that pays you directly to help during those times—want to take a look?”
Tracking Cross-Sell Opportunities in Your CRM
Note every potential cross-sell opportunity in your CRM. Set reminders to follow up after AEP, especially for products you couldn’t discuss during the Medicare appointment.
Make AEP Count
Small Add-Ons = Big Wins
Even adding one policy per client can make a huge difference in your bottom line. It’s not about selling everything; it’s about offering what makes sense.
Build Trust, Not Just Sales
The real value of cross-selling during AEP isn’t just the extra commission. It’s the trust you build by doing what’s best for your clients. That trust is what keeps them coming back year after year.
AEP only comes once a year, but the impact insurance agents make during this season can last for years to come. Whether it’s a hospital indemnity plan that saves a client thousands, or a final expense policy that gives family peace of mind, those small add-ons can lead to big wins for everyone.
At Network Insurance, we’re committed to helping you succeed with training, tools, and one-on-one support built around what agents actually need.
Want help putting these cross-selling strategies into action? Connect with us today and let’s make this your strongest, most client-focused AEP yet.
Cross-selling occurs when an opportunity to sell a Medicare plan is also utilized to sell a non-health related product (such as life or home insurance or financial planning services). This activity is prohibited during individual appointments, marketing/sales events or when providing Medicare plan enrollment materials to consumers. Review the current Medicare Advantage Marketing Regulations and make sure you’re complying with Medicare’s rules regarding cross-selling.
