Prospecting is an important part of your job as a health insurance sales professional. Some might say it’s the lifeblood of business growth. Building a consistent pipeline of potential clients is vital to your ongoing success, as is building strong, loyal relationships with your clients.
Sample 2026 Small Group Prospecting Script
Below is the framework of an outreach script you might consider for the new year.
Keep in mind, you need to adopt an enthusiastic, but empathetic tone in your script.
Broker: Hello (client/prospect name). This is (your name) from (agency name). How are you today?
Client/Prospect: (Standard response)
Broker: That’s good to hear. I am calling today because I wanted to reach out to discuss some of the 2026 changes. They affect individuals, families, employers, and employee benefits. Higher health insurance premiums are affecting many health plans this year. We’re finding many clients want to talk about their choices, instead of just paying more for continuing with their current coverage.
Client/Prospect: (Likely to express agreement)
Broker: That’s why I thought now would be a good time to reach out. We have clients who are independent contractors, sole proprietors, and small business owners that may have had Individual & Family Plan coverage in the past, but who want to consider a switch. They’re finding their 2025 options may no longer work in 2026.
Client/Prospect: (May ask what they can do, or express frustration with their situation.)
Broker: The good news is there are group health plans available to businesses with only one or two employees. The small business health insurance market is competitive, and some employers not in the marketplace before are considering a switch.
Client/Prospect: (A common response is “I thought group plans were just for bigger companies.”)
Broker: That’s a common misconception. We’re expecting more movement in 2026. For many smaller firms, a small business group health plan can offer advantages not available in the individual marketplace.
These include: more stability and predictability, richer benefits, broader networks, and tax advantages.
There are also increased options – like Level Funded Plans.
I’d love to get together and discuss all of your options. It takes about 15 minutes, and you can get a better picture of how the market has changed, how I might be able to save you money, and how I can offer tax advantages to you and those you employ.
Do you have some time next week when we might get together? There’s no obligation or cost to you for us to meet.
Client/Prospect: (Client will hopefully be open to a firm appointment.)
Broker: Great. (Give times available.) I can send you a calendar invitation right now with a form for you to provide me with a little more information about your business before our chat.
For other script ideas, consider Cold calling for insurance agents: a script for every occasion, published by RingCentral.
