How was your AEP?

As we wrap up AEP, how was it?

• Was it chaotic and nerve-racking?
• Was it busy but smooth?
• Did you have enough business?
• Did you have enough activity?

It's a good time to reflect and see what changes you could potentially do for the next AEP to make it even better.

One thing to keep in mind, the success of your AEP is a reflection of your marketing throughout the year.

Let's say you came to me and said, hey Mike, let's run a half marathon, which is 13.1 miles. I have not run over a mile in about...oh...10 years. Running is not my thing. I would need at least 6 months or more to get myself where I was comfortable running that far. And it would take consistent effort and action to get there.

But if you said that the marathon was Jan 1st, which is about 4 weeks away, I would be in trouble.

AEP is the same way. If you start planning or thinking about AEP on September 1st next year, you too will be in trouble. None of your clients would be prepared, your marketing wouldn't reflect this enrollment season, etc.

Now, let's say you start thinking about the next AEP now, your clients, prospects, marketing, etc. could reflect this, and AEP would be a lot smoother.

Everything about your communication post appointment or sale with your clients and prospects needs to prepare them for a relationship. I cannot stress this enough, but your clients may not be expecting a professional or any relationship with you. They probably don't have one with their auto and home agent, so what makes you different? You may just be the means to coverage, and they may expect to call the insurance carrier from here on out. After all, their group coverage probably didn't come with an agent, just an HR person. That HR person was not an insurance agent and your clients and prospects would contact the insurance carrier for all their insurance questions and such. They may see you the same way, just like their HR person that was a means to coverage.

This is why social media, newsletters, misc. communications throughout the year are so important, now more so than ever since there are Medicare ads all year. Remember it used to be AEP opened the door to marketing. Then it all calmed down some in Jan through March for OEP which you cannot advertise OEP but you can still market. Then in April, it went quiet and Medicare coverage ads went dark. No more. They are all year. If you are not, then why would your clients stay with you when there are people on the TV with a lot more name recognition than you telling them to call an 800 number as they did for help?

If you are setting the stage and establishing a relationship with your clients, they are not either.

"But I had a really great appointment and we had a lot in common!" Great! That doesn't automatically create a relationship. If I never called my wife again after our first date, we would not be married right now. I am not saying date your client, I am saying relationships are built over time with consistent engagements. That one great appointment was just a transaction.

Where to go from here...

Starting thinking about your marketing in 2023 and how you can pave the path to a smoother and more successful AEP!