Most Medicare agents know ancillary products can create additional revenue. The challenge isn't knowing they matter. It's knowing how to confidently introduce them into every client conversation.
During a recent Senior Market Sales® (SMS) ancillary training session, Joanne Giardini-Russell shared how her agency completely changed its approach to ancillary sales. The results were remarkable, but they didn't come from hiring more agents or launching a major marketing campaign. They came from changing how the agency thinks about ancillary products and how those conversations happen with clients.
"In 2024 we wrote 37 ancillary policies. This year [2026] we're on pace for nearly 1,000."
Here's a preview of the lessons that made the biggest impact and why you'll want to watch the full SMS training series.
Stop Selling. Start Educating.
One of Joanne's biggest takeaways was surprisingly simple.
"Bring it up every single conversation you have."
Instead of deciding which clients may or may not need additional protection, her team now focuses on educating every client about common coverage gaps and allowing clients to make informed decisions. That mindset shift alone transformed how the agency approaches Medicare appointments.
Stories Close More Conversations Than Product Features
One of the most memorable moments from the presentation wasn't about products at all. Joanne shared the story of a family trying to be together after a cancer diagnosis. While Medicare covered medical treatment, it could not cover airfare, lost income or the many unexpected expenses that came with the diagnosis. Her point was simple. Clients rarely remember policy features. They remember stories that help them understand why planning ahead matters.
Don't Wait Until Someone Turns 65
Another strategy that changed the agency's results was starting conversations earlier. Rather than telling pre-65 prospects to "come back later," Joanne encourages agents to begin educating clients years before Medicare eligibility. That gives clients the opportunity to explore ancillary coverage while they're younger and may have more options available. It also helps establish long-term relationships before the Medicare conversation even begins.
One Small Change Can Produce Big Results
Success doesn't require changing everything overnight.
"If you walk away with one thing, it's worth your time."
That philosophy is exactly what makes SMS' ancillary training series valuable. Each session provides practical ideas that agents can immediately apply to strengthen client relationships, improve conversations and uncover new revenue opportunities.
Continue Learning With the SMS Ancillary Training Series
SMS' ancillary training series is a collection of educational webinars designed to help Medicare agents confidently incorporate ancillary products into their business strategy.
Topics include:
- Cross-selling strategies that create additional revenue opportunities
- Hospital indemnity, cancer, short-term care and other ancillary products
- Real-world sales conversations and client education techniques
- Carrier insights and practical guidance from industry experts
Access the Ancillary Training Series
Sign in to MySMS to watch Joanne's full presentation and also gain access to the entire ancillary training series. The series can be found in the “Learning Academy” section.
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