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."
This is just one insight from Joanne's full presentation. Watch the complete session and explore the full Ancillary Training Series in MySMS.
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 Make the Need Real
One of Joanne's most memorable lessons wasn't about product features. It was about helping clients understand the real-life financial impact of an unexpected diagnosis.
She shares a personal story that demonstrates why expenses outside of medical treatment can become an important part of the ancillary conversation.
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Don't Wait Until Someone Turns 65
How many potential clients have you told to "come back when you're ready for Medicare?"
Joanne's agency realized those conversations represented an opportunity they had been overlooking for years.
In the full presentation, she explains how her team changed its approach to pre-65 prospects and made ancillary part of the conversation.
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.
What You'll Find Inside the Ancillary Training Series:
- Carrier Education - Understand ancillary products and how they complement your Medicare portfolio
- Sales Strategies - Learn practical approaches for introducing ancillary into client conversations
- Expert Insights - Hear what's working for experienced agents and sales professionals
- Real-World Applications - See how other agencies are putting these strategies into practice
Want More Ancillary Sales Strategies?
Joanne's presentation is just one part of the SMS Ancillary Training Series, featuring real-world sales strategies, carrier education and expert insights to help you confidently incorporate ancillary products into your business.
Already an SMS agent? Sign in to MySMS to watch Joanne's full presentation and explore the entire series in the Learning Academy.
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