One of the most popular ancillary products in the employee benefits marketplace is Dental insurance. According to research by the KFF, formerly known as the Kaiser Family Foundation, among employers offering insurance benefits in 2023, 90% of small firms and 94% of large firms offered a Dental program to workers.
On its face, that could lead you to believe that there are few sales opportunities left for Dental. However, it’s important to note that as of late 2022, California was home to 1.7 million private-sector businesses. Together, these account for more than 85% of jobs statewide: roughly 16 million employees.
The Public Policy Institute of California says nine of 10 (92%) of establishments have fewer than 20 workers. An additional seven percent have 20 to 100 employees. Based on both sets of numbers (from KFF and PPIC), that means hundreds of thousands of California businesses and millions of workers lack Dental Insurance.
So, what should you be doing to increase your Group Dental sales? Below are nine tips.
Selling Dental Insurance
1: Be Familiar with Available Options: Dental coverage, just like Major Medical, comes in many forms. Your clients may be able to choose a Dental HMO (DHMO), Dental PPO (DPPO), or Dental indemnity/fee for service options.
Preventive care from in-network dentists usually comes with no added costs to members. Coverage may include two or three routine cleanings annually and up to four periodontal maintenance cleanings per year.
Multiple annual plan maximums are available. Teledentistry and oral cancer screenings may be included. Buy-up options for periodontics and endodontics are generally available; orthodontics may be an option – although it may cover only part of the costs. It’s key to review and compare options by carrier, not just premium.
2: Stay Up to Date on Trends: Research the trends in your area, so clients can find a Dental plan that fits their budget and the needs of their employees. Be prepared with different pricing strategies and buy-up options. Ask about rate guarantees or discounts when Dental is bundled with Medical or other coverage.
3: Discuss Preventive Benefits: Be sure your clients understand what’s part of preventive Dental care and what services are considered Basic or Major services. Preventive usually includes check-ups, cleanings, X-rays, and fluoride treatment. Basic includes fillings, root canals, and tooth extractions. Major includes crowns, dentures, implants, and more complex procedures.
4: Offer Custom Solutions: Ask questions (and listen to your clients’ answers), so you can find the right solutions to their employees’ needs. What do they value most? What are they willing to pay for? Routine cleanings, fillings, and extractions are fairly standard. Orthodontics and cosmetic care cost more. A Dental discount or savings program may work for some employers. Others may want to offer employees broader options – like a choice of DHMO and DPPO plans or both.
5: Discuss Cost Savings: Explain to your clients how they can save on Dental care, and how adding coverage for major services will affect their plan premium. Some carriers may offer multiple HMO and PPO options or tiered services.
6: Explain Policy Features: Be sure your prospects and clients understand plan deductible(s), copayments, waiting periods, creditable coverage (from a prior/existing group plan), and coverage limits.
7: Highlight Provider Networks: Stress the differences in each plan’s provider network. Discuss what dentists and specialists are available and the treatment available. Discuss the differences in networks for “premier” or “premier plus” plan members (or similar premium service options).
8: Deliver a Comparative Analysis: Not all Dental plans are created equal. Prepare a comparison for your clients to be sure they know exactly how each of plans you’re presenting compares – features, coverage, networks, and premiums. Having this info will help them make a better decision – for them and their employees.
9: Help Educate in Your Follow Up: After your initial discussion, maintain contact with your prospect/client. Follow up with updates on providers, coverage changes, etc. Offer educational information to help the employer and employees make the most of their selected benefits.
Another tip that can help you is to partner with the right General Agent (GA). Having a strategic GA supporting your quoting, enrollments, service, and renewals can make a huge difference. Word & Brown has been partnering with brokers for nearly 40 years. We’re known for our legendary Service of Unequalled Excellence.
Whether you’re writing coverage in California or Nevada for a Small Group or Large Group, you can count on us. If you’re already working with us, contact your W&B rep today about our Dental portfolio (or any of our diverse ancillary options). If we’re not yet working together, call us at 800-869-6989 or fill out our online form to get started.
