As an insurance agency, how well are you managing your CRM and lead nurture assets? Are you implementing marketing and sales strategies for maximum conversion? What are the pros and cons of buying versus building your telesales capabilities? How can partnering with a new model help revitalize your telesales experience and drive new business? Telesales is an increasingly important component for sales growth, distribution diversification, and profitability. The following SlideShare discusses risks, costs, and other considerations associated with telesales strategies. This information will help you select the most viable telesales distribution channel for your business. This presentation was given at the 9th National Medicare Supplement Insurance Industry Summit by the following subject matter experts: - John Sowell, Vice President of Medicare Strategic Distribution at Aetna, Inc. - Ali Hall, Vice President of Sales at AgentCubed - Christopher Mele, Contact Center Solutions Leader at Aon Hewitt Retiree Solutions - Ben Henderson, President at Clearlink

1. Getting Telesales Right
John Sowell
Head of Medicare
Individual Strategic Distribution
Aetna, Inc.
9th
National
Medicare
Supplement
Insurance
Industry Summit
April 11-13, 2017
Dallas, TX
Access conference recordings
www.medicaresupp.org / library

2. 9th
National Medicare Supplement Summit, April 11-13, 2017
KaBoom!
TRAILING-EDGE BOOMERS ARE REDIFINING THE SHOPPING EXPERIENCE
Approximately 26 million
Baby Boomers will age into
Medicare by 2030
Women will continue to
make benefits decisions
Healthcare costs remain the
#1 retirement concern
Value Security and
Information twice as much
as next gen
From hard work and
technophobia to challenge
the status quo and meet me
face-to-face
60% prefer the phone and
30% online chat
Only 52% satisfied with
enrollment experience. 73%
existing Medicare approve

3. Taking Away Today
 Fundamentals: How well are you managing your
CRM/lead/nurturing assets for maximum conversion?
 What proven models from other segments are now entering
the marketplace? What is lead generation impact?
 How can partnering with a new model help recreate your
telesales experience and spur business?
 What are the risks? Underwriting mix? Costs?
 How does the “trailing-edge boomer” fit into your telesales
strategy?
 Should we build these capabilities or should we outsource
them?

4. Telesales Panelists
 Ali Hall, VP of Sales, AgentCubed
 Christopher Mele, Contact Center Solutions
Leader, Aon Hewitt Retiree Solutions
 Ben Henderson, President, Clearlink

5. AgentCubed
Ali Hall
Vice President of Sales
9th
National
Medicare
Supplement
Insurance
Industry Summit
April 11-13, 2017
Dallas, TX
Access conference recordings
www.medicaresupp.org / library

6. Why Would You Outsource?
• Expertise – (e.g. the right skill set for IB and OB calls, a repeated, proven
business model for multiple health plans)
• Potential Cost Savings – (e.g. fully-loaded employee cost including hiring and
retention costs, technology expenses)
• Level of Effort – (e.g. HR, IT, Training, Sales, Ops, Product, and Scalability.
Most importantly – managing seasonality – sustaining full-year personnel!)
• Innovation – (e.g. new features, ideas, best practice design)
• Consider the following when choosing a vendor: 1) experience of reps 2)
company experience In health care products – including product knowledge,
conversion and/or success rate, reporting and transparency of daily activity 3) do
you trust this company to be an extension of your brand?

7. Why Would You Build?
•This is a cultural/philosophical sales strategy decision; however, you have to
have the volume to support it!
– Are you strategically moving towards a full telesales-only distribution model?
Where/how will be generating leads? What is the preferred enrollment of your
customers?
– These items should be aligned with your decision to build versus outsource.
•Total control – (e.g. hiring, training, company culture, changes on the fly)
•Increased insight – (e.g. agent experiences, call recordings, immediate
resolution)
•Organizational system integrations – (e.g. integrate with enrollment, policy
management, claims, and other internal systems with ability to customize/change).
•Note: The above requires significant up front investments as well as total day-to-
day commitment to a successful call center.

8. Options for Agencies
• Brokers do not typically face the conundrum of whether to
outsource or build. However, they can utilize third party call
centers to close leads outside of their product portfolio.
– Increased Revenue Opportunities:
• Transfer or sell leads to third party call centers
• Utilize third-party call center for overflow
• Other ideas and uses of third party call centers?

9. Technology Considerations
• Cloud-based technology for scalability and flexibility
• Consider technology vendors with hosted servers to avoid
responsibility for hardware and data security
• Utilize a technology that can provide you visibility regardless if you
buy or build your call center
• Use a technology that is both for your call center and field to
increase visibility of lead life cycle and improve member experience

10. Aon OneSource
Christopher Mele
Contact Center Solutions Leader
9th
National
Medicare
Supplement
Insurance
Industry Summit
April 11-13, 2017
Dallas, TX
Access conference recordings
www.medicaresupp.org / library

11. Aon | Aon Retiree Health Solutions
11
Aon OneSource
 Built to serve carriers for
product expansion, sales
overflow support, & dedicated
telesales initiatives.
 Our retention efforts are
leveraged by our licensed,
experienced agents to address
and take strategic action to
ensure
desired success in project.
 Outreach – maximize your
member engagement with
proactive outreach. Our
solutions are built to serve
in a variety of unique ways.
Acquisition & Growth
Retention &
Engagement
Member Support
Capabilities:
Dedicated agents with
top quality training &
sales development tools
Licensing &
Contracting
Pre-set
appointment
model
Plan
recommendation
tool
Workforce
management
Best in class
compliance
Retention & Engagement

12. Aon | Aon Retiree Health Solutions
12
Aon OneSource
• Communications Strategy
• Content and Design
• Fulfillment Management
• Communications Program
• Direct Mail
• Email
• Postcards
• Outbound Calls
• Appointment
Notification
• Searchlight (Non-
responders) Fulfillment
Management
• Education Center
• Member Meetings
• Program Overview
• Product Changes
• Call Center Support
• Personal Specialist
Support
• Licensed Benefit
Specialist
• Pre-Scheduled
Appointments
• Plan Recommendation
Tool (Powered by Picwell)
• Shop &
Compare
Products
• Appointment
Readiness
• Enrollment
Confirmation
• Call Center
Performance
Metrics
• Disposition
Measurement
Meeting Members Where They Are
Member Experience: Channel of Choice
Change
Management
Education and
Decision Support Enrollment Ongoing

13. Clearlink
Ben Henderson
President
9th
National
Medicare
Supplement
Insurance
Industry Summit
April 11-13, 2017
Dallas, TX
Access conference recordings
www.medicaresupp.org / library

14. Connecting End to End
41.2 MILLION
DOMAIN
VISITS
12.4 MILLION
CALLS
GENERATED
640,000 CUSTOMERS
GENERATED PER YEAR
1.1 MILLION
UNITS SOLD
3.2 MILLION
SALES CALLS
TECHNOLOGYMARKETING CONVERSION
INBOUN
D
ONLINE ANALYTIC
S
PRINT
PHONE
SEARCH
TOOLS
SEO SEM
$
LOCAL
SEARCH
CROSS
SALE
AFFILIATE
+
OTHER

15. Technology - Platform Connects On and
Offline
MAR-TECH
•A/B and multivariate testing
•Automated paid media optimization mapped to
call center and response rates
•Proprietary CMS & Tracking
•MarTech API
•Lead scoring
SALES CONVERSION
•Call Routing
• Intelligent IVR
• Personality Matching
• Game-ification
•E-Signature
•Automated lead management (SMS,
Email, Call Back)
DATA REPORTING AND
ANALYSIS
•Near real-time reporting capability
enables quick assessment of campaign-
level performance
•Data warehouse
•Custom reporting

16. Learnings from the Outside
• Search is growing amongst 65+ Population
• Better to emphasize phone sales skills over subject matter
expertise in hiring
• Mix in subject matter experts at coaching and sales management
levels to develop SME’s and monitor compliance
• Multi-Call Close is the Norm
• ~3 calls per close versus 1.8 in P&C and 1.5 in home services