Marketplace plan fit script: use this when you’re tired of showing six plans and hearing, “I need to think.”

Marketplace shopping is overwhelming. Clients don’t want 14 options. They want the right option.

Your job is to reduce choice, not add to it.

This 4-question script turns “plan shopping” into a quick flow. In under two minutes, you’ll know which plans to ignore—and which two to present with confidence.

This is systems-minded execution. It protects your time and makes clients feel taken care of.

Start here because it ends arguments later.

Ask:

1. “Do you have a must-have doctor or hospital?”
2. “Any must-have medications?”

If the answer is yes, you have a filter:

• plans that don’t include the doctor/pharmacy network are out
• plans that don’t cover the meds (or cover them poorly) are out

How to Say It

Agent: “We can’t pick a plan until we know the doctors and meds. That’s the dealbreaker. Everything else is second.”

This question separates Bronze shoppers from Silver/Gold shoppers fast.

Ask: “Would you rather pay less each month, or pay less when you use care?”

If they say:

• “Less each month” → lean Bronze / high deductible options
• “Less when I use care” → lean Silver/Gold or CSR-optimized plans

Then clarify with one follow-up:
Ask: “If something big happened, what’s the most you could comfortably pay out of pocket in a year?”

This gives you their pain point in dollars.

The Simple Framing

Agent: “Every plan is a tradeoff between monthly cost and ‘worst-case’ cost. We’re going to pick the tradeoff that feels safest for you.”

Now you decide if an HSA-compatible direction is even worth exploring.

Ask: “Do you like the idea of putting money into an HSA—tax-free—so you can use it for healthcare later?”

If yes:

• you consider HSA-compatible plans
• you talk about control and savings

If no:

• you don’t waste time explaining HSAs
• you focus on predictable benefits

The Quick HSA Line

Agent: “An HSA can be a smart way to turn monthly savings into a healthcare fund. But only if you’ll actually use it.”

This is the “personality” question that makes plan fit feel personal.

Ask: “Would you say your healthcare use is pretty predictable, or does it come in surprise waves?”

• Predictable use (regular meds, regular visits): clients often prefer copays and stable costs
• Unpredictable use (healthy, occasional events): clients may accept higher deductibles for lower premiums

How to Say It

Agent: “Some people want a plan that feels steady month to month. Others want low premiums and protection for a bad year. Neither is wrong.”

1. “Any must-have doctors or hospitals?”
2. “Any must-have medications?”
3. “Do you want to pay less each month, or less when you use care?”
4. “Are you interested in an HSA, yes or no?”
5. “Is your healthcare use predictable or unpredictable?”

(Yes, it’s five lines because step 1 has two parts. You get the idea.)

After the questions, say this:

Agent: “Based on what you told me, I’m going to narrow this down to two options—so you’re not stuck comparing ten plans.”

Then present:

• Option A: best fit for monthly budget
• Option B: best fit for worst-case protection

Give each option a simple nickname:

• “Low premium, higher risk”
• “Higher premium, lower surprise”

Clients decide faster when the story is clear.

Close the conversation like this:

Agent: “If you had to choose today, do you want to protect your monthly budget or your worst-case year?”

Then shut up.

Let them answer.

You can’t stop it completely. But you can shorten it.

Say:
Agent: “Totally. Before you talk, tell me what your spouse cares about most—lowest monthly cost, or lowest worst-case cost?”

Now you’ve coached them to have the right conversation at home.

Use this script on your next 10 Marketplace calls.

Track two things:

• how many plans you present (aim for 2)
• how quickly clients decide (aim for same-day)

Close with:
Agent: "If you send me your doctor and medication info, I'll run the plan fit script and bring you the top two options by today."

Agent: “Any must-have doctors?”
Client: “Yes, Dr. Patel.”
Agent: “Great—then we’re only looking at plans that include Dr. Patel. Any must-have meds?”
Client: “Just one inhaler.”
Agent: “Perfect. Now, do you want to pay less each month or less when you use care?”
Client: “Less each month.”
Agent: “Got it. Are you interested in an HSA?”
Client: “Maybe.”
Agent: “Okay—then I’m going to pull two options: one low-premium plan, and one HSA option. Then you can pick based on risk.”

Notice what didn’t happen: 15 minutes of wandering

Agent: “Totally. Let’s check if you qualify first. Then I’ll also show you the best subsidized Bronze plan so you can compare apples to apples—monthly premium and worst-case cost.”

That keeps you helpful, not argumentative.

Add a note template:

• Doctors: ______
• Meds: ______
• Preference: monthly / worst-case
• HSA: yes / no / maybe
• Usage: predictable / unpredictable
• Presented: Plan A / Plan B
• Decision: ______

This one note turns future service calls into 2-minute wins.

Some clients equate more options with better service.

Try this:
Agent: “I can show you everything—but more options usually create more stress. If you’ll answer four quick questions, I’ll show you the two plans most likely to fit. If you still want more, we can expand.”

You stay helpful and in control.

Agent: “Text me your doctor name and your meds list. I’ll run the plan fit script and send back the top two options.”

• Dealbreakers: doctor + drug
• Budget style: low monthly vs low worst-case
• HSA: yes/no/maybe
• Usage: predictable/unpredictable
• Present: 2 options, not 10
• Close: monthly vs worst-case decision

Tape that to your monitor. Seriously.

Open the call with:
Agent: “My promise: I won’t overwhelm you. I’ll ask a few questions and then show you the best two plans. Sound good?”

Clients relax when you say that.

And yes—it really works.

Challenge: use this script for a week.

Goal:

• cut your average quote call time by 25%
• increase same-day decisions

End every call with:
Agent: “If you want, I’ll send a simple one-page summary of these two options so you can choose without re-reading the whole marketplace.”

When you lead with fit instead of features, you turn a shopping trip into a guided decision. Clients don’t remember every plan you showed—they remember how you helped them choose.