Episode 21: The Value of Cross Selling

In Episode 21, we discuss cross selling! However, we start off by talking about how drones are saving lives! When you think of a drone, what comes to mind? Do you think of healthcare? Maybe not. But a company called Zipline is working to change that! They are using drones to deliver life-saving medical supplies to remote areas in African nations. 

Later in the episode, we welcome Keith Hinson as a guest! He provides us with insight on the value of cross selling. His experience is incredibly helpful and valuable to other agents who want to cross sell! Keith makes it simple and easy to understand what benefits cross selling offers, what to offer to clients when cross selling, and his advise on how to cross sell successfully!

Podcast Episode 21 – The Value of Cross Selling Transcription:

Sarah: Welcome to Episode 21 of Selling SMART with Sarah Smith…

Jessica: And Jessica Vara!

Sarah: In today’s episode we’re coming in hot with DRONES! Yes, you heard right. Drones are saving lives! We will discuss how. We also are going to talk about something you all should be doing when possible, cross selling! Cross selling is really important to increase your sales and build your business. We brought our very own Keith Hinson back on the podcast to break it all down!

Disruptive Waves:

Sarah: So continuing our discussion of some interesting technological advances that are affecting the healthcare space, we are going to talk about drones today! Okay, we all know drones are cool. Kinda scary. But also super cool. Well, drones are now being used to save lives!!

Jessica: We are pretty lucky here in the US, most places at least have the infrastructure to be to transport life-saving materials, even to remote rural areas. But other countries like Rwanda and Ghana, aren’t always so lucky. Currently, they don’t have the necessary infrastructure to allow for access to remote health centers. Some of these health centers only receive medical supply deliveries twice a year. But a company called Zipline is working to change that!


Sarah: Zipline manufactures drones in California and then stations them at distribution centers in the African nations of Rwanda and Ghana. They hope to expand into other developing nations as well! Basically, their goal is to deliver life-saving medicines and other medical products to remote areas that don’t have the infrastructure in place to receive deliveries any other way. So they probably just don’t have the road access but what’s awesome is that Zipline drones fly without a pilot and are able to fly over mountains and rivers so the local communities don’t need to have roads in order to receive medical deliveries!

Jessica: What’s really cool is that the doctors in these remote locations can request deliveries via an app! These drones can fly rain or shine and they’re now supporting hundreds of deliveries per day! 

Sarah: Yeah and in places where it used to take over 5 hours for medical supplies to arrive, now can only take 30 minutes with a Zipline drone delivery! That can be the difference between life and death for someone in critical condition so it’s so awesome!

Jessica: Yeah this just shows the power of technology in today’s world. It’s so amazing that people are using drones for good!

Sarah: Yeah I feel like I typically think of drones as either a military thing or just for fun to fly around your neighborhood and take photos so it’s really cool to see drones being used to save lives!

All Aboard the Knowledge Train:

Jessica: Today we are lucky to have one of our own, Keith Hinson on the podcast! He is going to talk to us about the value of cross selling, how you can be doing it and why it’s so important!! First Keith, would you mind giving us a little background about yourself?

Keith: My name is Keith Hinson and I am the Vice President of Life and Ancillary Sales here at Senior Market Advisors. The way I got into the insurance business was that I was actually educated to be an engineer and I was working a graveyard shift sitting at my desk and I realized that it was not the way I wanted to spend my working life. So I did research and figured that insurance would be profitable and a good fit for my life so 20 years later this is where I find myself. Couple fun facts: I’m an eagle scout and I’m a three-time iron distance tri-athlete.

Sarah: Okay so cross selling is that simple right. Can you just talk about the basics of cross selling and what products you would be cross selling?


  1. What is cross selling?  At its core cross selling is selling complementary products that pair well with the original product or additional products that were uncovered during your fact finding process.
  2. As an example, for the senior market, these products may include products such as Dental, Vision, HIP, Home Health, Cancer, etc.  All of which pair with with Medicare plans or specific needs that would be uncovered during the fact finding process.

Jessica: How does cross selling help grow your business?

Keith: I believe that cross selling as part of your daily activity is important for four main reasons..

  1. First and foremost, it’s the right thing to do for your clients. – educate them
  2. Book Diversity
  3. Money – Marketing is expensive – at least expect to double your income at 1 out of 4
  4. Retention – Limra Study 3+

Sarah: Okay so there are a lot of compliance concerns around cross selling. Even the word cross selling makes some agents feel uneasy. Can you just talk a bit about what you can and can’t do and how to make sure you’re compliant?

Keith: The easiest way to answer that question is to make sure that anything you discuss  has been initialed on the scope. Dental, Vision, Supp, MA, Indemnity, Part D (exclude life, DI, LTC, etc.)


Jessica: Are there certain products that pair well together and should be sold together if possible?

Keith:There are several plans that pair well together.  As an example:

Supp, Part D, Dental, Vision

MA, HIP, Cancer – OOO, Part B Cost with Chemo, Part D cost

Sarah: What is the best advice you can give an agent who decides to go ahead with cross selling?

Keith: My advice is pretty simple.  

  1. Have a plan/presentation and know your products
  2. Present the options every time
  3. Do it consistently.  Not everyone will buy and you have to polish your presentation

Make sure to tune in for an extra funny segment of Ending on a Positive Note with Jessica and Paxton! You don’t want to miss it.

Sarah: If you want to learn more about how Senior Market Advisors can be your home for success this AEP, give us a call at 844-334-6066. If you want to be featured on the podcast, visit www.seniormarketadvisors.com/podcast and click on the button that says “Share Your Story.” 

Sarah: Want more Medicare sales related content? Follow Senior Market Advisors on Facebook, Instagram, and Twitter – links in the description. We post new episodes every other Friday so make sure to follow and like us to stay up to date with all the newest content! If you’re liking our podcast, share our posts with the hashtag SELLING SMART to be entered to win an Amazon Echo Dot! 

Jessica: We appreciate you joining us this week on Selling SMART 

Sarah: with Senior Market Advisors! 

Finding Your Why – Ep. 20

In Episode 20, Sarah and Jessica begin by discussing the purpose of knowing your why. They walk us through four questions that you can ask yourself in order to figure out what your why is! This is important in everything you do, but especially in your professional life as it helps identify what you define as your purpose.
Later in the episode, our hosts change direction and turn their focus from the individual to the company. They talk about the TED Talk with Simon Sinek that goes over what a company’s “why” is and how to find it. If you want help finding your own why, download our “What is Your Why” worksheet!
Finally, the podcast concludes with an amazing discussion with our Director of People and Culture, Paxton Manly! Paxton shares with us his own personal why and how he implements it in his life at home and in the office.

Podcast Episode 20 – Finding Your Why Transcription:

Sarah: Welcome to Episode 20 of Selling SMART with Sarah Smith….

Jessica: And Jessica Vara!

Sarah: In today’s episode… we’re going to talk about what is your why! We’re gonna go over some awesome ways to figure out what your purpose is both within yourself and maybe in your professional life as well. And then Jessica and I are actually going to go over our own personal whys and how we figured that all out. And finally, we have our Director of People & Culture Paxton Manly! And he’s gonna share with us his thoughts on purpose and how he makes sure he is true to his why in and outside of the workplace.

Disruptive Waves:

Sarah: Today we are focusing on one word in particular, “why.” Why do you do what you do? How does that correlate to your everyday life personally and professionally? And do you really know your why?

Jessica: Most of the time we use this segment to bring you news on how different technologies or innovations are disrupting the market, but today we are coming at it from a different angle. What can YOU do to ensure that YOU’RE disrupting the market and aren’t making just tidal waves but TSUNAMIs! 

Sarah: Exactly! I see what you did there.

Jessica: I was hoping you would notice haha it was a terrible joke but I’m proud of it!

Sarah: Anyway… I would say your why is definitely connected to your purpose. And it’s probably a good idea to eventually come up with a personal mission statement that combines the two.

Jessica: If you’re sitting there thinking, “Purpose is a scary word because it holds so much weight and I don’t even know where to start,” this may help. Think about the things your passionate about, skills or expertise you may have, what your talents are, and finally what are your values? If you put all of those things in a big pot and stir it up, you get purpose soup! 

Sarah: Yeah, it can definitely be an intimidating task to find your purpose.

Jessica: Kinda feels like you’re a knight on a quest in some fairytale or something haha

Sarah: Sure, Jessica haha… Well what may help you on that quest are a few of these questions that you can ask yourself and ponder.

Jessica: The first one is “What makes you come alive?”

Sarah: This isn’t referring to taking your dream holiday or when you get super hyped for your team during the Superbowl. This is something bigger than that. 

Jessica: At SMA, we recently started working with Performance Coach, Ben Newman, and he described this as your fire. What is the thing that gives you that burn, that desire to do something because you REALLY care about it. 

Sarah: The next question is, “What are your innate strengths?” Everyone has something that they are just naturally talented or skilled at and comes easily to them. So what are the things that you’ve always been good at?

Jessica: Yeah, like I’m GREAT at making really bad jokes as we have already witnessed haha but I’m also extraverted so talking and connecting to people has just been something that comes a little bit more naturally to me. 

Sarah: Right, so you may be a natural-born leader, maybe you’re able to see patterns and opportunities that others can’t, you could be creative and easily think of ‘outside of the box’ solutions. All of these things are strengths that make you unique and will most likely correspond to something that you’re passionate about.

Jessica: So now the third question is, “Where do you add the greatest value?”

Sarah: This is important because if you know your strengths and where you can be an asset, then you’re more likely to succeed in your role!

Jessica: And it’s natural for many of us to undervalue the skills and expertise that we acquire over time. But one thing you can do is reframe the way you define adding value.

Sarah: Yes! So look at it more through a lens of problem-solving. What problems are you equipped to solve?

Jessica: And then take that a step further and ask yourself what problems are you passionate about trying to solve. This will allow you to focus more on your natural strengths rather than be focusing on all your weaknesses and how to eliminate them.

Sarah: Yeah, cause if that’s where you put all of your energy than you’re going to have a negative outlook on things instead of seeing what you’re amazing at and letting that fuel your fire and ultimately allow you to feel inspired, energized, and driven!

Jessica: And now the very last question to ask yourself, “How will you measure your life?” 

Sarah: I think this is important because you are going to be a lot more successful in life if you stand for something or have a purpose.

Jessica: Well and that’s really what that question is saying. It’s more about deciding what you want to take a stand for and then figuring out how to live your life in alignment with it. 

Sarah: Yeah and I think it’s good to point out that your life’s purpose may not align with your job. It may be something that you conduct in your personal life.

Jessica: Definitely! And sometimes you may not be able to find purpose in WHAT you’re doing, but don’t let that discourage you because purpose can also be in HOW you do your job. I think sometimes people feel a pressure to have their job be their everything and their ultimate purpose in life, but it’s not always going to work out that way. 

Sarah: Which is why focusing on the “how” you do your job is such a great way to frame it because that mindset will allow you to still draw meaning from what you’re doing.  

Jessica: Yes! And knowing your purpose is not only going to inspire you but it will also stretch and grow you and your desire to take on more challenges! 

Sarah: So hopefully while we were talking through those questions you were able to reflect on yourself, your values, and what give you purpose. 

Jessica: And now as we move into the next segment you can take that personal insight and apply it to something that is a little larger than just your individual purpose, but that of an entire company and also tie all of those things into your why!

All Aboard the Knowledge Train:

Sarah: As we’ve mentioned before, today’s episode is all about finding your why! At SMA, we think it’s really important not to understand what you do and how you do it, but WHY you do it. If you’ve ever watched TED Talks, you know how inspiring they can be. 

Jessica: A couple years ago SMA’s CEO, Jeff Pitta, discovered a TED Talk with Simon Sinek who changed the way he thought about his company and how to be successful. If you haven’t seen the Ted Talk, we highly suggest you give it a watch, it has over 44 million views on the Ted website. 

Sarah: So what makes Simon’s TED Talk so inspiring? We want to start off today’s podcast with an overview of what Simon talks about in his TED Talk. His key point is that people don’t buy what you do, they buy why you do it. Every company knows what they do. Every salesperson knows what they do. Most good ones know how they do it. But have you ever thought about why you do what you do? Very few companies and organizations have and do it well. And chances are you’ve heard of them, and you may even be loyal to their brand. But the question is why?

Jessica: Because like we said: people don’t buy what you do, they buy why you do it.

Sarah: The easiest thing to do when starting a company or even just thinking about yourself is to think from the outside in. Start with the easiest which is what do you do? Then think about how you do it. That’s a little harder. And then get to the why part because that’s usually the most difficult part to figure out for most people. And the why isn’t just about profit, that’s just a result. No, the why should be about your purpose, your drive, your mission. Why do you get out of bed in the morning?

Jessica: So Simon says you should flip that around. Start with WHY you do what you do. Then think about how you do it. Then what you do is just the means of driving home your why.

So a good example of this is talking about Apple. Now Apple kind of lost it’s spark more recently, but when they were at their peak, it’s because they always started with their why.

So here’s two ways to think about selling a computer. The first way is starting with your what and then ending with why. We make great computers. They’re beautifully designed, simple to use, and user friendly. Want to buy one? Was that inspiring? 

Sarah: Nah not really. Does it make me want to buy one? Nah not really.

Jessica: Okay lets flip it around. Start with the why and end with the what. At Apple, everything we do, we believe in challenging the status quo and we believe in thinking differently. We challenge the status quo is by making our products beautifully designed, simple to use and user friendly computers. We just happen to make great computers. Want to buy one?

Sarah: Yeah that was definitely more inspiring. At least kept my attention.

Jessica: We said the same exact thing, just reversed the order of the information. People don’t buy what you do, they buy why you do it.

Sarah: The same concept can apply to you as a person and building your own brand as an agent. Why do you do what you do? Why do you get up in the morning? At SMA, we believe in serving the underserved. It permeates everything we do. This goes both for our agents and consumers. Everything we do as a company revolves around this core idea of ensuring we are serving both underserved agents and underserved beneficiaries. So what’s your why?

Okay let’s just sit down and try and figure out our own why’s.

Okay so Jessica you and I are both on the same team. So let’s figure out why we do what we do in our careers here at SMA.

Don’t forget to download our What is Your Why worksheet to help you find your own why!