Premium changes are where ACA calls go sideways.

You show a number.
The client reacts to the number.
Now you’re playing defense.

This post gives you a simple way to stay in control.

You will explain two things before you quote:

1. Sticker Price
2. Net Cost

When clients understand those two terms, they don’t panic.

Sticker Price (what they see first)
Sticker Price is the full monthly price before any discount. It often looks scary.

Net Cost (what they actually pay)
Net Cost is what they pay after the discount is applied. This is the number that matters. Simple line to use: “The sticker price is the full price. The net cost is your price after your discount.”

What is the “discount”?
You can call it a discount. Or say this: “It’s a tax credit that lowers your monthly payment.”

Keep it simple. No lectures.

Clients usually think a price change means something is “wrong.” It’s not always wrong. It’s usually one of these:

1) Age changes
If they got older, the base price can go up. That’s normal.

2) Income estimate changes
If the income number changed, the discount can change. A smaller discount = higher net cost. A bigger discount = lower net cost.

3) Household changes
Marriage, divorce, baby, kids aging out, someone moving in/out. That can change the discount.

4) Plan changes
If they changed plans, the price can change. Different plan = different cost.

5) The Marketplace “baseline plan” changes
Even if they keep the same plan, the Market can shift. That can change the discount amount.

Simple line to use: “Prices move when life changes, or when the plan changes, or when the Marketplace changes.”

Use this script word-for-word.

The 30-second pre-quote script

“Before I show you prices, I want you to know there are two numbers. There’s the sticker price, which is the full price. And there’s your net cost, which is what you pay after your discount is applied. That discount is mainly based on your household size and your income estimate for 2026. So if income or household changed, the net cost can change too. I’m going to confirm two details, then I’ll show you the real number that matters—your net cost.”

Then ask: “For 2026, what’s your best estimate for household income, and who’s in the household?”

That keeps you in control.

“Two prices exist: sticker and net. Net is what you pay after the discount. Your discount depends on income and household, so I’ll confirm those first.”

If they react to the sticker price

Client: “That’s way too high.”

You say: “Totally fair reaction. That’s the sticker price. Let me show you the net cost after the discount—this is the real number.”

If they say “Why did it go up?”

You say: “Usually it’s one of three things: age, income estimate, or plan changes. Let’s confirm your income and household so we know what you qualify for.”

If they say “So it’s based on income?”

You say: “Yes. The discount is tied to your income and household. That’s why we want the income estimate to be as accurate as possible.”

If you want fewer surprises, confirm these every time:

• ZIP / county (location impacts plan options)
• Household members (who is on the application)
• Income estimate for 2026
• Any job-based coverage offers (this can change eligibility)
• Priority: lowest monthly premium vs. lowest deductible vs. doctors

One line that keeps it clean: “I want your quote to match real life, not a guess.”

Most agents show the number first.
Then they explain it.

That’s backwards.

When you explain first, you:

• lower fear
• reduce argument
• keep the call moving
• get better client cooperation

You are not hiding anything.
You are setting the frame.

Do one action today:

• Save the 30-second pre-quote script as a canned response (CRM note, phone script, or notepad).
• Use it before you show pricing on every Marketplace call this week.

It will cut down price shock and keep your calls calm.