6 client questions you must answer during AEP

The Annual Enrollment Period is the time of year when licensed agents and brokers in the Medicare space receive the most questions from existing and potential clients. From Oct. 15 to Dec. 7, tens of millions of eligible beneficiaries seek information about Medicare Advantage and Part D prescription drug plans. That usual buzz of activity is growing even louder, as research indicates that enrollee engagement is becoming exceptionally high.

Throughout this critical time, insurance professionals must be prepared to address a myriad of consumer questions, ranging from plan and benefit comparisons to inquiries about their qualifications and business operations.

Don’t go into these conversations unprepared! With the proper preparation, you’ll be ready to answer any client questions with confidence.

Questions from prospects

1. How long have you been an agent?

With plan updates and regulatory changes happening every year, prospects clients often want to know how much knowledge you have. A seasoned agent has likely navigated the industry's ups and downs and may appear more trustworthy to consumers.

If this is your first AEP and your first time selling, this question can feel tough, but that’s completely normal. The good news? Once you’ve gone through a few AEPs, your confidence will grow naturally.

In the meantime, focus on what you can control. Study the plans available in the areas you serve and get comfortable explaining how they work. That preparation will help you sound like a seasoned pro in no time. And remember that every moment counts. The next time you’re deciding between watching a TV show or reviewing plan materials, remind yourself that each hour spent learning is an investment in your future confidence and success.

2. How many carriers and plans do you represent?

Offering a variety of choices helps prospects find coverage that truly fits their needs. That doesn’t mean you have to contract with every carrier, but your selection should include some of the top-rated companies in your area.

Make it a habit to review your regional and national footprints regularly. Understanding which carriers are expanding, pulling back or gaining traction helps you stay ahead of market trends and positions you as a knowledgeable, trusted resource.

If you’re using enrollment tools, you can easily see how many plans and carriers you represent in a client’s specific ZIP code. This insight helps you quickly identify available options and potential opportunities to expand your reach.

Also, think strategically about growing your portfolio. Expanding into hospital indemnity or Part D products can be a smart way to get your foot in the door with prospects. These offerings not only open new conversations but can also lead to long-term relationships and cross-selling opportunities.

With a well-rounded, informed approach—and the right tools—you’ll be able to meet clients’ needs more effectively and strengthen your position in a competitive market.

3. How good is your customer service?

In today’s digital-first world, excellent customer service is one of the most powerful ways to set yourself apart. Clients want an agent who’s responsive, dependable and easy to reach.

The best service is personalized and consistent. Every client has different communication preferences: some prefer phone calls or emails, while others prefer meeting in person or via video. Offering flexibility helps you meet clients where they are.

Setting clear expectations is also crucial. Let your clients know how and when they can reach you, your typical response times, and what kind of support they can expect throughout the year. When expectations are established early, clients feel more confident and cared for, while you reduce unnecessary stress and miscommunication down the road.

To help manage these relationships efficiently, consider leveraging technology. Automation through CRM or AI chat support can be a game-changer, helping you respond faster, stay organized and maintain consistent communication as your book of business grows.

You can even make these tools feel more personal. Consider giving your voice assistant a friendly name and letting clients know that this “team member” may occasionally answer their calls or messages. It adds a touch of professionalism, keeps clients informed and reinforces that you’re running a well-organized operation that values responsiveness.

As your business expands, many independent agents also choose to partner with larger organizations that provide additional marketing, administrative and customer service support. Whether you’re going alone or with a team, the goal remains the same: delivering reliable, personalized service that keeps clients coming back year after year.

Questions from existing clients

1. What are my options during AEP?

During AEP, your existing clients rely on you to help them cut through the noise of endless ads and misleading messages. Be proactive — reach out before misinformation does.

Remind them that carriers adjust their plan benefits each year, making it essential for clients to review their coverage annually. Their health care needs, prescription costs and provider networks can change, and their plan should change with them. Taking time to review and adjust ensures your clients are always maximizing their benefits and getting the most value from their coverage.

AEP is their opportunity to revisit those details and make updates based on evolving needs, costs or providers. Clients can switch between Original Medicare and Medicare Advantage or update their Part D prescription drug coverage.

Anything you can do to personalize the consumer experience will go a long way in boosting retention and improving satisfaction. Take detailed notes during every interaction and document them in your CRM. These notes help you remember important details about each client’s preferences, health concerns and priorities, allowing you to tailor future conversations and provide a truly personalized experience year after year.

When you guide clients through these updates with care and attention, you’re not just helping them plan for change, you’re helping them make confident, informed decisions about their health and financial well-being.

2. Should I keep or change my plan?

Encourage every client to evaluate their plan, even if they’re happy with it. Benefits, costs and networks can all shift from year to year. Walk them through their Annual Notice of Change and Evidence of Coverage documents; review copays, deductibles and premiums, and confirm that their preferred doctors and hospitals are still in-network.

I remind clients that we have insurance for today and the future. Their health care needs may evolve, and the right plan should evolve with them.

After you’ve reviewed their current benefits and compared available plan options, you can confidently recommend whether staying put or making a change will best serve their future needs.

3. Are there any benefits in my plan that I’m not using?

Helping current clients get the most out of their existing plan is one of the best ways to build long-term loyalty and satisfaction.

Encourage clients to review their Summary of Benefits and any plan materials they receive from their carrier. These documents outline key details that can easily be overlooked — such as added perks, wellness benefits or allowances that can help reduce out-of-pocket costs.

During these reviews, take the opportunity to ask exploratory questions. Sometimes clients don’t know what to ask for or they might describe a need without realizing there’s a benefit that already addresses it.

Offering these check-ins — even outside of AEP — shows your clients that you’re invested in their health and financial well-being all year long. That consistent, proactive approach not only improves satisfaction but also strengthens retention and trust.

Why your answers matter during AEP

Anticipating and preparing for common client questions should be a cornerstone of your AEP operations.

Remember, you are a licensed insurance professional. Clients depend on your knowledge and confidence to navigate a constantly changing Medicare landscape. Spend the time studying plans, understanding your market and continuously sharpening your skills. The more you invest in your craft, the stronger and more credible your client relationships will become.

I always encourage agents to find their niche and capitalize on it. Maybe it’s Medicare Advantage, ancillary products or serving a specific demographic, but whatever your specialty is, own it. When you position yourself as the go-to resource in that space, opportunity follows.

One final reminder: disruption breeds opportunity. With this year’s market changes and uncertainty, there are many challenges, but there’s also room for tremendous growth. You must be willing to put in the time, effort and drive to seize it. Remember, success comes from execution, not excuses. You can’t deposit excuses.

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Brian Luben is vice president of affiliate partnerships at AmeriLife. Contact him at [email protected].