- INSIGHTS
Mastering the First Meeting: How to Win Over Prospects with Self-Funding
You’ve got the meeting. The CFO is on the calendar. Now what?
This first meeting is your golden opportunity to stand out from every other broker pitching self-funding solutions.
But here’s the thing: it’s not about rattling off the same features and benefits they’ve heard before.
It’s about connection, preparation, and delivering a conversation that positions you as their strategic partner, not another insurance salesperson.
Here’s how to prepare for that crucial first meeting and ensure you walk in ready to close.
1. Do Your Homework
This sounds simple, but it’s where many brokers fail.
Walking into a meeting without understanding your prospect’s specific challenges is a sure way to lose their interest quickly.
They expect you to know more than self-funding, they want you to know them.
Before you walk through the door, dive into their company:
- Check their LinkedIn profiles: Mention key people by name during the meeting. It shows you took the time to learn who’s who.
- Read their latest PR and news announcements: Are they expanding? Recently acquired a company? Bring it up. Prospects love talking about their achievements, and it instantly breaks the ice.
- Understand their industry: What are the common pain points? Is this company dealing with rising healthcare costs? High turnover? Tailor your pitch to their business challenges.
This research not only builds trust but also allows you to connect their pain points to how self-funding will provide certainty and control over healthcare expenses.
2. Tie Their Budget to Their Priorities
Every other broker will talk about how much money self-funding can save.
However, most CFOs care more about predictability and risk than the bottom line.
They’re tired of volatility and unpredictable healthcare costs throwing their budgets into chaos.
Frame your conversation around these two elements:
- Certainty in budgeting: Show them how self-funding helps take an uncertain healthcare budget and make it predictable.
- Control over expenses: Explain how being part of your program gives them more control over claims, and how cost-containment strategies reduce unnecessary spending.
When you can connect self-funding directly to their financial stability and long-term goals, you shift from another insurance option to a strategic adviser who understands their business.
“We’ve looked at self-funding before, but the risks seem too high.”
3. Lead with Questions, Not Solutions
Most brokers make the mistake of unloading their pitch right out of the gate, talking endlessly about the features of self-funding. Here’s a better approach: ask questions first.
Give the floor to your prospect. Questions like:
- “What’s been your biggest challenge with healthcare costs this year?”
- “How do unpredictable claims impact your financial planning?”
- “What’s your biggest concern about switching to self-funding?”
These questions help you identify their pain points, and when you get them talking about their problems, they’re giving you the exact roadmap for how to sell your solution.
Remember, don’t rush to sell. Let the conversation breathe.
You’ll gather valuable insights that will guide you in positioning self-funding as the solution they need.
4. Prepare Your Social Proof
You can talk all day about how great self-funding is, but what sells is social proof.
Bring case studies from other companies you’ve worked with.
If you’re working with Virtue Health, leverage our success stories.
Show how being part of a private pool helps companies like theirs stabilize healthcare costs and mitigate the risk of high claims.
Here’s what makes great social proof:
- Data-driven results: How much did a similar company save by switching to self-funding? How did their volatility decrease?
- Client testimonials: Nothing speaks louder than another CFO praising your solution. Bring stories of how other employers reduced costs and improved their benefits package.
- Real-world examples: If possible, share examples from their industry. This makes your case study more relatable and convincing.
5. Get Comfortable with Silence
The worst thing you can do is fill every second of the meeting with your voice.
After you ask a question, let the silence hang. It might feel awkward, but silence gives your prospect time to think; often, they’ll fill the gap with valuable information.
When you give your prospect the space to talk, they’ll tell you exactly what’s important to them.
Then, you can tailor your pitch and tie everything back to how self-funding addresses their pain points.
6. Prepare for Objections
It’s rare to walk into a first meeting and not face any pushback.
Objections are part of the process. The key is to prepare for them ahead of time so you’re not caught off guard.
Common objections include:
- “We’ve looked at self-funding before, but the risks seem too high.”
- “We’re already struggling with high-dollar claims—how would this help?”
- “Isn’t self-funding only for larger companies?”
For each objection, come armed with facts, case studies, and specific strategies to address their concerns.
For instance, explain how being part of a private employer stop-loss consortium pool mitigates risks or how cost-containment strategies will help reduce high-dollar claims.
7. Disqualify Quickly
Not every prospect is the right fit for self-funding, and that’s okay.
Part of your goal in the first meeting is to determine if this is a qualified prospect.
If it’s clear early on that they’re not a good match, don’t waste their time and yours.
Remember, the goal is to build long-term relationships with clients who will benefit from what you offer.
Walking away from a bad fit frees you up to spend more time on the prospects who are the right fit.
To Recap
Preparing for the first meeting with a self-funding prospect is about more than knowing the product.
It’s about knowing the employer, their pain points, and how you can position yourself as the solution to their problems.
Be prepared, ask the right questions, and lead with their priorities, not yours.
And most importantly, differentiate yourself from every other broker by making the meeting about them—not about self-funding.
By following these steps, you’ll position yourself as the strategic adviser they need—and win the business.
For more insights on self-funding, visit Virtue Health to learn how our consortium model will help you bring solutions to your clients.
Take Action Now
- Develop custom proposals tailored to your clients’ needs.
- Offer fresh solutions that employers haven’t heard before.
- Navigate rising healthcare costs with a partner who understands the challenges.
What brokers are saying?
Progressive Strategies
“Virtue was the first group that truly understood my vision for creating custom, progressive strategies for my clients. They worked with me every step of the way.”
I rely on Virtue Health
“I was new to self-funding and relied on Virtue Health, which has been instrumental in helping me craft strategies that win business.”
Don’t let your next opportunity slip by. Schedule a demo today and let us help you stand out in your next employer meeting.
John W. Sbrocco
@johnwsbrocco
IF YOU’RE A BROKER READY TO…
Elevate your clients’ healthcare strategy with a long-term, stable solution, it’s time to consider self-funding.