The Health Hub Blog: Closers vs. Order Takers – Why We Need Everyone to Be a Closer

In the fast-paced world of health insurance sales, success on the phone depends on more than just having the right product or script. It comes down to the mindset of the person on the other end of the line. There’s a stark difference between a closer and an order taker—and this difference can make or break a business.
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At Better Health, we’re building a team of closers because we know that’s what it takes to succeed. Let’s dive into what sets these two mentalities apart and why adopting the closer mindset is essential for your growth and ours.

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The Order Taker Mentality
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An order taker is exactly what it sounds like: someone who waits for the client to tell them what they need. They’re passive, reactive, and lack the initiative to guide the conversation. Here are some key traits of an order taker:
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1. Waits for the Client to Lead: They let the prospect dictate the flow of the call, rather than taking charge.
2. Answers Questions Without Strategy: They respond to inquiries but fail to uncover the deeper needs or pain points driving the client’s call.
3. Avoids Pushback: When faced with objections like, “I need to think about it” or “I need to speak with my wife,” they end the call instead of addressing the concern.
4. Lacks Confidence: They see themselves as information providers rather than problem solvers or decision influencers.

While order takers may close some deals, they leave countless opportunities—and revenue—on the table.

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The Closer Mentality
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Closers, on the other hand, are the drivers of the conversation. They’re focused, confident, and proactive. A closer isn’t just selling a product; they’re solving problems and creating value. Here’s what makes a closer stand out:
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1. Takes Control of the Call: From the moment the prospect picks up, a closer sets the tone, guides the conversation, and positions themselves as the expert.
2. Asks the Right Questions: Closers dig deep to uncover the “why” behind the prospect’s call. They ask about pain points, budget, and concerns to find the perfect solution.
3. Handles Objections with Ease: Objections aren’t roadblocks for a closer—they’re opportunities. A closer knows how to address concerns, redirect doubts, and build trust.
4. Creates Urgency: Closers instill a sense of “now” by explaining time-sensitive benefits or deadlines, motivating the client to take action.
5. Confidently Asks for the Sale: A closer doesn’t hesitate to seal the deal. They approach the end of the call with confidence, making it easy for the client to say “yes.”

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Why We Need Closers
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In today’s competitive marketplace, being an order taker simply won’t cut it. Prospects have endless options, and it’s up to us to stand out by demonstrating why our solution is the best choice. That requires the closer mentality.
Here’s why it matters:
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• Higher Conversion Rates: Closers turn hesitant prospects into loyal clients.
• More Revenue: By addressing objections and creating urgency, closers secure deals that order takers would lose.
• Better Client Experience: A closer ensures the prospect feels heard, understood, and valued.

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Becoming a Closer
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If you’re ready to level up, here’s how to embrace the closer mentality:

• Focus on the First Seven Seconds: Set the tone for the call and establish yourself as the expert.
• Listen More, Pitch Less: The best closers are great listeners. Understand your client’s needs before presenting a solution.
• Practice Rebuttals: Be prepared for common objections and practice turning them into opportunities.
• Exude Confidence: Believe in what you’re selling, and that confidence will be contagious.

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At BHC, we need everyone to step into the closer mentality. Order takers may get by, but closers thrive—and that’s the mindset that will drive our team to the top. Let’s make every call count.
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Which mindset are you choosing today?