Dental Broker Guide: Sell Individual & Group Plans with Confidence | Solstice

Open enrollment is here—and it’s your time to shine. As a dental broker, you play a key role in helping people choose the right coverage. Whether you're working` with individuals on the Marketplace or supporting employer groups, your ability to answer questions clearly and confidently can make the difference between gaining a client or losing one.

The good news is dental insurance is in high demand. It is a crucial benefit, with 13% of people saying cost keeps them from getting dental care—more than any other type of healthcare. With 43% of the U.S. population visiting the dentist, people need the right coverage more than ever.

Client education during open enrollment is key to building trust and reducing post-enrollment issues. Your ability to guide clients confidently will set you apart this season and beyond.

Why Client Education Matters During Open Enrollment

Open enrollment can be overwhelming. In fact, 51% of insured adults struggle to understand their health insurance, and 9 in 10 adults have trouble managing their health and healthcare. All of this makes your role as an insurance broker even more important.

When you answer questions with clarity and confidence, you will:

• Help clients make informed decisions.
• Reduce post-enrollment issues.
• Build long-term client relationships.

👉 Related reading: Top Open Enrollment Questions for Dental Insurance Brokers

Top 5 Dental Insurance FAQs Brokers Should Be Ready to Answer

FAQ #1 “How much will this cost me?”

This is usually the first question you’ll hear. Be ready to explain:

• Premiums (based on pay schedule - weekly, biweekly, monthly)
• Copays for common services
• Out-of-pocket costs

Tip: Use simple examples. “Two cleanings a year cost $0 with this plan. Without insurance, that’s about $200 out-of-pocket.

FAQ #2 “What does the plan cover?”

Clients want to know what they’re paying for. Be prepared to explain:

• Preventive dental care (cleanings, exams, X-rays)
• Basic services (fillings, extractions)
• Major services (crowns, root canals, dentures)
• Orthodontics (especially for children)

Tip: A visual chart or benefits summary is a great tool to walk clients through coverage levels. Keep it simple and visual to avoid overwhelming them with jargon.

FAQ #3 “Why do I need dental insurance?”

This question is more common than you might think. Here’s how to respond:

• Oral health is linked to chronic conditions like diabetes and heart disease. Educating clients on this connection can reinforce the importance of dental insurance.
• Insurance makes dental care affordable and easier to manage your dental health.
• Without coverage, people often delay care, leading to bigger problems.

Stat to share: Each year, over two million ER visits occur due to dental pain—many of which could be prevented with regular care and coverage

FAQ #4 “Can I just pay my dentist directly?”

Some clients think that opting out of insurance will save them money. As a broker, you should help them understand:

• Dental plans offer negotiated rates and lower costs.
• Preventive care is often fully covered.
• Emergencies and major procedures can be expensive without coverage.

Tip: Without insurance, out-of-pocket costs for procedures like root canals or crowns can be significant. Help clients see the value of coverage by comparing insured vs. uninsured expenses.

FAQ #5 “What’s the difference between PPO, HMO, and indemnity plans?”

Keep it simple:

• PPO: More flexibility, larger network.
• HMO: Lower cost but typically limited to network providers.
• Indemnity: Freedom to choose any dentist, but higher premiums.

Pro tip: Match the plan types you are offering to the clients’ needs. For example, PPOs offer access to a wider range of network providers, while HMOs may limit choices but offer lower costs.

Related resource: HMO vs. PPO Dental: The 7 Main Differences

Confidence Tips for Brokers Selling Dental and Vision Insurance

• Know your plans: Study the benefits, copays, and exclusions.
• Practice your pitch: Use plain language and relatable examples.
• Stay calm under pressure: If you don’t know the answer, say “Let me check and get back to you.”
• Provide visuals: Use plan comparison tools to show side-by-side differences in coverage, costs, and provider access. These visuals help clients make informed decisions.
• Follow up: Send a summary email after your conversation to reinforce key points.

👉 Related reading: Open Enrollment Do’s and Don’ts for Brokers

Open enrollment requires leading with confidence. You can do this by mastering FAQs and communicating clearly. You’ll not only help clients make smart choices, but you’ll also position yourself as a trusted benefits advisor they’ll return to each year.

Solstice has your back this open enrollment. With the right tools, plans, and support, we provide everything you need to educate clients, close sales, and grow your book of business.

Connect with us today at 877-760-2247 (Option 3) or email us at sales@solsticebenefits.com and let’s make it a great season.