GSB

Gold Standard Brokerage

The 2026 Sales Script

Your call flow from hello to signed. Read the gold lines out loud, follow the grey cues, fill in the gold chips live — and tap Objections for the play on any pushback.

Say this out loud Your cue — don't read aloud Fill in live on the call

The Call Flow

Intro — who you are & why you're better

First minute

Warm, confident, and quick. Establish that you're a broker who shops every carrier for them — not a captive agent selling one thing.

"Hey [Their Name]? … Hi [Their Name], this is [Your Name]. Is now a good time to chat for a few minutes?"

"Let me tell you a little about me and what I do. I'm a health insurance broker, and I work with all the major carriers — United Healthcare, Cigna, Blue Cross, Aetna, and others. What that lets me do is compare all the rates and plans to make sure you're getting the best deal."

"So — are you looking for just yourself, or your family too?"

"And just so I'm getting accurate information, what's the best zip code for you? … And your date of birth?"

"Now tell me a little about your situation — what's going on, what has you looking for coverage?"

Then stop talking. Let them explain their situation. This is where you learn what to sell.

Educate — Marketplace vs. Private

Frame the two lanes so the private pivot later feels like your guidance, not a pitch.

"Let me tell you how it works. Outside of employer coverage, there are really two main ways people get health insurance."

"The first is the Public Marketplace — otherwise known as Obamacare — which is based on your household income."

"The second is the Private Market, which is based on your health and your actual usage of the coverage."

Personal discovery

Slow down

Income tells you Marketplace vs. Private. Health tells you if they'll qualify for Private. Write down every medication.

"Now, just so we make sure you're not missing out on any savings — what's your estimated household income for 2026?"

"Awesome. And what do you do for work, by the way?"

"And how about your health — would you say you're relatively healthy? Are there any medications you take day to day that you'd need coverage for?"

Transition to screen share

Move them to your screen so you're presenting visually instead of talking numbers into the air.

"I'm narrowing down these options and I'd like you to see what I'm looking at. I'm a very visual person, so instead of just talking through the numbers, I find it much easier when you can actually see the plans."

"I'm going to send you a link to view my screen so we can look at everything together."

"Are you near a computer right now, or should I just send this to your phone?"

Show your license first

Build trust

The very first thing on the screen share. It sets you apart instantly and makes them trust the rest of the call.

"The first thing I want to do here is show you a copy of my state license."

"Before you talk to anyone, make sure they show you this — if they don't, they're probably just trying to get your information for who knows what."

"This license allows me to handle Life, Health, Annuities, and Financial information."

Marketplace first

If applicable

Show the Marketplace so the private plan wins by comparison. Anchor high deductibles and network limits, then pivot.

"We're going to start with the plans available to you on the public marketplace. This isn't what I'm recommending — I just want you to see what's out there, and then we'll pivot to the private plans that I believe are going to be a better fit for you."

Show the cheapest Bronze-level plan first.

"The least expensive plan in your area starts at [$___] a month, with a [$___] deductible."

Explain deductibles

"Are you familiar with how the deductible actually works?" (explain anyway)

"The deductible is the amount you'd have to pay out of your own pocket before the insurance company pays any benefits. With this plan, you'd have to pay [$___] out of pocket before they'd pay anything. Does that make sense?"

Explain networks

"Also, this plan is an [HMO/EPO] network. Are you familiar with the difference between HMOs, EPOs, and PPOs?" (explain anyway)

"HMOs and EPOs are smaller, more restricted networks — they'll typically only cover you in the county or state you live in, and you'll need referrals to see any kind of specialist."

"That's why people prefer PPO plans — you're covered nationwide, no referrals are needed for specialists, and you have the largest network of doctors to choose from."

Now jump to a Gold-level plan.

"If we move to a lower-deductible plan, you can see the premium jumping up to about [$___]."

"That gives us a good baseline. Now, because you mentioned you're relatively healthy, let's take a look at the private side — which is where I believe we're going to find a better fit for you."

The private side — your presentation

The main event

Present ONE plan with total confidence. Fill in every gold chip for the actual plan you're showing — this works for any private carrier or plan.

"Alright, so on the private side, the plan I'm looking at for you today is the [PLAN NAME] through [CARRIER NAME]."

"This plan uses the [NETWORK NAME] network, so you'll have access to doctors, specialists, hospitals, urgent care centers, and pharmacies [nationwide / in your area]."

"Because this is a [PPO/EPO/HMO], you [do / do not] need referrals to see specialists."

Everyday benefits & network

"For your everyday healthcare, your copays include:"

Primary care visits: [COPAY]
Specialist visits: [COPAY]
Urgent care: [COPAY]
Prescriptions: [COPAY]
Telehealth: [COPAY]

Screen-share the network search and show them nearby in-network primary care doctors, specialists, hospitals, urgent care centers, and pharmacies.

"And if we've added the accident or critical-illness coverage, there won't be any out-of-pocket cost for an emergency like that — those benefits are built to cover it."

Preventative care

"You're also covered for preventative care — annual checkups, mammograms, colonoscopies, pap smears, PSA testing, flu shots, COVID vaccines, blood work, and other preventative testing."

Major-event protection

"Now, if something major happens — an accident, surgery, hospitalization, cancer, heart attack, or stroke — this plan is designed to help protect you from large medical expenses. Here's how it's structured:"

Deductible: [$___]
Coinsurance: [___]
Maximum out-of-pocket: [$___] (if applicable)

Benefits are paid based on the structure of the plan and the covered medical services.

Supplemental benefits — add what fits

Critical illness
Accident coverage
Hospital indemnity
Dental / Vision
Disability
Life insurance

Limitations — cover these upfront

"Now, every plan does have some limitations, so I always like to go over those upfront. This plan [does / does not] fully cover:"

Maternity
Drug & alcohol rehab
Severe inpatient mental health
[OTHER EXCLUSIONS]

"Are any of those going to be important for you?"

"Based on the coverage, network, benefits, and price point — how does this plan sound to you so far?"

Power recap

Tie every value point together in one confident summary so the plan feels like the obvious choice before you close.

"Just to recap everything…"

"If you're approved, this is medically underwritten coverage designed for healthier individuals. Because of that, it often provides stronger benefits and lower monthly premiums than a comparable Marketplace plan."

"You'll have access to the [NETWORK NAME] network, giving you doctors, specialists, hospitals, and urgent care centers [nationwide / in your area]."

"The plan covers your day-to-day healthcare, preventative care, prescriptions, specialist visits, and the larger medical expenses like accidents, surgeries, and hospitalizations — based on your plan's benefits."

"Your deductible is [$___], with a maximum out-of-pocket of [$___], if applicable."

"And one last thing — if you're self-employed or own a business, your monthly premiums may qualify as a tax deduction depending on your specific tax situation, so it's definitely worth discussing with your tax professional."

The close

Go for it

The no-out-of-pocket closer — when accident + critical illness are attached

"Here's what makes this a no-brainer. Because we added your accident and critical-illness coverage, watch what happens if the worst day ever comes — a car wreck, a cancer diagnosis, a heart attack, a stroke. This doesn't just chip away at the bill… it's built to pay YOU a lump sum that's designed to cover your deductible and your out-of-pocket in full. So the big, scary, wipe-out-your-savings event? Your cost on that is essentially zero. You get the everyday copays AND you're bulletproof on the catastrophic stuff — that's the whole reason we build it this way. Tell me, how does it feel knowing that's completely handled?"

Use this only when accident and/or critical-illness supplements are attached. Land it slow and confident — this is the emotional peak of the call, right before you go to paper.

Always use the "Assisted Application security-question signature." Never use email/text e-sign.

"So what we have to do now is submit your free application over to the insurance company to see if we can get you approved for this coverage."

"All this is going to consist of is your basic demographic information, the start date for your coverage, a valid form of payment information — and then the most important part is going to be the medical questions, because that's what actually determines your eligibility for the coverage."

Move straight into the application. Stay calm and confident — you've already earned the yes.

Business owner? Quote the whole team

Optional

Optional add-on. If they own a business or have employees, turn one sale into a group with your census tool.

"Quick question — do you own a business, or have any employees? I can get your whole team quoted without the paperwork headache. I send you one link, you pass it to your employees, they fill out their own info in a few minutes from their phone, and I come back with real numbers and options for the group."

Then start a business in your desk, grab the census link, and send it over — everyone who fills it out lands in your pipeline automatically.

Objection Handling

The pros never argue — they agree, reframe, and loop back to the close. Tap any objection for the read, the play, and the word-for-word. Search or filter above.

The rules every close runs on

Never argue. Agree first, then redirect — you can't win a fight and a sale at the same time.

Isolate it. "Besides that, is there anything else?" Then handle the one real objection.

It's rarely price. It's value or certainty. Raise those, not your voice.

Tonality beats words. Calm, certain, and genuinely on their side.

End on a question. Every rebuttal lands on a tie-down, never a flat statement.

Lower the threshold. "Let's just get you approved and keep the option open."

Price & affordability

The read: money objections are almost never about money — it's a value gap or a certainty gap. Don't defend the price; make being uninsured feel more expensive.

Play Agree → reframe as cost-of-being-wrong → isolate → tie-down

"I hear you — and honestly, everybody who's glad they did this said the same thing at first. So let me ask: if the money weren't the issue, is this the coverage you'd want? … Right. Then it's not really the plan, it's the number feeling right. Here's the truth — this isn't an expense, it's the one thing that stops a single bad day from costing you thirty, forty, fifty grand out of pocket. Is protecting everything you've built worth about [$X] a month to you? … Other than the price, is there anything else holding you back?"

Then: if price is the only thing, drop to the leaner tier and let them choose the trade-off — don't discount, re-shape.

The read: they want to feel they won. Never cut the premium — trade, and rebuild the plan around what they care about.

Play Compliment → hold value → trade, don't cut → tie-down

"I love that you're watching your money — that tells me you'll actually use this the smart way. The premium's set by the carrier, so I can't just knock money off it. But I can absolutely build it smarter for you. What matters more — the lowest possible monthly, or the lowest cost when you actually use it? … Perfect, let's build it right around that."

Then: raise the deductible a notch, drop an unneeded rider, or adjust the network — re-present it as "your plan."

The read: they think they'll pay that deductible on everything. Separate everyday care from catastrophic — then stack the supplement.

Play Validate → split everyday vs. catastrophic → stack accident/CI → tie-down

"Good — that tells me you're paying attention. But here's what most people miss: you never touch that deductible for the everyday stuff. Your visits, your prescriptions, your labs are covered from day one. That number only ever shows up if something major happens… and that's the exact reason we bolt on the accident and critical-illness benefit — it's designed to wipe out most of that deductible right when you'd need it. So realistically, how much of that would you ever actually pay? … Almost none of it, right?"

Stalls & "think about it"

The read: "think about it" is a polite curtain over a real objection. Your only job is to find what's behind it.

Play Agree → isolate the real reason → handle → re-close

"Totally fair — and I'd never want you rushing something this important. Let me ask you though, just so I know how to help: when you say you want to think about it, is it the money, is it the coverage itself, or is it me you're not 100% sure about yet? … Whatever it is, let's just knock it out together right now while I've got you — that way you're deciding on facts, not guessing later tonight."

Then: whatever they name IS the objection. Handle that one thing, then go right back to the close.

The read: soft brush-off or genuinely busy. Either way you leave with a hard time on the calendar, never a "sometime."

Play Agree → light urgency → lock an exact time

"No problem at all — I move fast, so I respect that you're busy too. Here's the only thing: I've got your exact numbers pulled up live right now, and these rates aren't frozen forever. Give me five minutes and you'll walk away either covered or knowing exactly why it wasn't for you — no chasing, no games. Fair enough?"

Then: if they truly can't — "Are you better at 2, or later around 5?" Pin the exact time before you hang up.

The read: the real decision-maker isn't on the phone. Get them on now, or set a joint time — never let your prospect go play telephone.

Play Respect it → get both on now → or lock a joint time

"That's exactly what a good partner does — I respect it. Real quick though, is [spouse] around for even two minutes? I'd hate for you to have to go relay all these numbers and field questions I could just answer directly. If they're not around, let's grab a quick time tonight when you're both together, and I'll walk you both through it while I can still hold this rate."

Comparison & shopping around

The read: they don't realize you ARE the shopping. Collapse the alternative — the only thing "more calls" gets them is captive agents.

Play Agree → reframe you as the market → collapse the alternative → tie-down

"You absolutely should shop — and here's the good news: that's literally my job, and I already did it for you. I'm independent, so I ran your numbers across United, Cigna, Blue Cross, Aetna, all of them, and THIS is the one that won for your situation. If you go call three more people, you'll just get three captive agents who can only sell you their one plan and swear it's the best. So let me ask — what specifically were you hoping to find that I haven't already put in front of you?"

The read: a PDF in their inbox means they pick wrong or never open it. Protect them from choosing badly, and assume the walkthrough.

Play Agree → protect them from a bad pick → assume the walkthrough

"Happy to — you'll have it all in writing. But real talk: these plans read like alphabet soup on paper, and the last thing I want is you accidentally picking the wrong one over a technicality and getting burned at claim time. Give me two minutes to point at the exact plan that fits you, then it's in your inbox and your head's clear. What's the best email for you?"

The read: a lot of "cheap" online plans are limited-benefit or discount cards dressed up as insurance. Invite the side-by-side — you've got nothing to hide.

Play Agree → expose the gap → invite the comparison

"Could be — and some of those are legit. But a huge chunk of the cheap stuff out there is limited-benefit or a discount card that just looks like real insurance, and people don't find out until they're standing at the hospital. Do me a favor — read me the name, and I'll pull it up right next to this so you can see line-for-line what you'd actually be giving up. If theirs is genuinely better, I'll tell you to take it."

Trust & legitimacy

The read: a good instinct — reward it, never get defensive. Proof beats persuasion, so hand them the proof.

Play Welcome it → show the license → let them verify live

"Honestly? Good — you SHOULD be that careful, there's a lot of junk out there. That's exactly why the first thing I did was show you my state license. I'm a licensed, independent broker, your application goes straight to [CARRIER], and the payment never touches me. Pull up my license number right now while we talk and check it — I'll wait. That's the difference between me and some call center."

The read: a privacy fear, not a real block. Normalize it, say exactly where it goes, and put them in control of timing.

Play Validate → clarify the flow → reassure on timing

"Great question, and you're smart to ask before handing that to anyone. The carrier needs it to verify your identity and run the application — same as walking into any insurance office. I never hold your payment; it goes directly to [CARRIER], and nothing is charged until you're approved and YOU pick the start date. You're in the driver's seat the whole way."

The read: unfamiliar isn't worse — it's often WHY the value is better. Reframe it, then prove it on screen.

Play Reframe unfamiliarity as value → offer live proof

"Makes sense — and here's the thing: the carriers with the best benefits usually aren't the ones spending half your premium on TV commercials. [CARRIER] is a licensed, A-rated company, and I can put their financial rating and their doctor network right up on your screen so you're not taking my word for it. Want to see it?"

Coverage concerns

The read: this is a buying signal, not a wall. Prove it live — never promise blind.

Play Turn into a signal → search live → tie the win to the close

"Let's not guess — give me your doctor's name and I'll search the network live, right now, while you watch. If they're in, that's one more reason this is your plan. What's the name?"

Then: screen-share the search. A live "yes" is worth ten promises.

The read: another buying signal. Show, don't tell — remove the surprise before it becomes a reason to stall.

Play Check together → remove surprises → advance

"Let's check it together instead of me promising — what are you taking? … I'll run each one so you can see exactly how it's covered before you commit to anything. That way there are zero surprises down the road."

The read: this is exactly what underwriting decides. Be honest, run the medical questions, and keep the Marketplace as the safety net.

Play Honesty → underwriting is the tool → Marketplace fallback

"I'm really glad you told me, because that's the most important thing on this whole call. This is the medically-underwritten side, so those medical questions on the app are exactly what decide it — and I'd never put you somewhere you don't fit. Let's answer them honestly together; if this side isn't right for you, I'll walk you straight to a Marketplace plan that has to take you no matter what. Either way, you leave this call protected."

The read: a real limitation that matters to them. Match the tool to the need and be willing to walk — it builds more trust than a hard sell.

Play Agree → qualify the actual need → let them choose the priority

"You're right, and I bring that up on purpose — I'd rather lose the sale than put you in the wrong plan. So let me ask you straight: is that something you actually expect to use in the next year? … If it is, I'll set you up on the Marketplace side where it's covered. If not, this plan gives you stronger everyday and big-event coverage for the money. Your call — which matters more to you?"

Timing & going without

The read: they think they have to wait. The private side has no window — waiting only buys them exposure.

Play Collapse the myth → cost of the gap → tie-down

"Here's what most people don't realize — the private side has no open-enrollment window. You can start the first of next month, not next year. Waiting doesn't save you a dime; it just leaves you exposed during the exact stretch where the expensive stuff tends to hit. Is there any real reason to gamble the next few months uninsured when we can lock this in today?"

The read: something made them pick up or look. Find it, put the plans side-by-side, and be genuinely willing to tell them to keep theirs.

Play Agree → discovery → side-by-side, walk if theirs wins

"That's great, and most people I help already had something too. So let me ask — what are you paying now, and what made you take my call about options? … Let's put yours right next to this one; if what you've got is genuinely better, I'll be the first person to tell you to keep it. Deal?"

The read: risk blindness. Make the math real without fear-mongering, then lower the threshold to a monthly they can live with.

Play No scare tactics → real numbers → lower the threshold

"I hear you, and I'm not here to scare you into anything. But one ambulance ride or one ER visit runs twenty, thirty grand — and that bill doesn't care whether you felt healthy that morning. My whole job is to find a number you can actually live with so you're never one bad day from a financial hole. If I can get that monthly to a spot that feels fair, is there any reason not to be protected? What would feel doable to you?"

No objections match that search. Try a different word, or tap All.

Internal use — licensed agents only. This script lives in your desk and always loads.