Vision Care Direct internal training and partner education hub
VCDSuccess Academy
Home / Broker Academy

Broker Objections

Word-for-word responses to the objections VCD hears most often from brokers.

Purpose

Brokers hear a lot of pitches. When they raise objections, they are almost always expressing one of three underlying questions: "Why should I pay more?", "How do I justify this to my client?", or "Can I trust a carrier I've never heard of?" This module gives Sales Directors the language to address each of those questions with confidence and professionalism.

The Three Most Common Broker Objections

"We already have a vision plan."

Recommended response: "Most employers do. The real question is whether their current plan is creating loyalty, provider satisfaction, and meaningful employee value."

"Your rates are too high versus VSP, EyeMed, etc."

This objection is rarely about price. The broker is really asking: What additional value am I receiving? How do I justify this decision?

Recommended response: "I completely understand. Cost is an important consideration for every employer. Out of curiosity, when evaluating benefits, do you typically focus only on the monthly premium, or do you also consider employee satisfaction, utilization, provider access, customer service, and the overall value employees receive when they actually use the benefit?"

Transition question: "What would you consider more important: saving a few cents per employee per month or offering a benefit that employees genuinely value and use?"

"We've never heard of Vision Care Direct."

This objection means: Help me reduce my perceived risk. Prove credibility. Show me that others trust you.

Recommended response: "That's actually very common, especially outside of our core markets. Vision Care Direct has been serving employers, employees, and independent eye care providers for more than two decades. We are a doctor-owned organization created specifically to offer a more provider-friendly and patient-focused alternative to traditional vision plans."

Transition question: "What would you normally look for when evaluating a benefits partner you've not worked with before?"

Download the Full Objection Handling Masterclass

Includes the complete Broker, Employer, and Provider objection playbooks, the 5-step framework, and a post-study assessment.

Download Objection Handling Masterclass Sales Objections Module