Overcoming Sales Objections: Empowering Brokers to Showcase the Value of Vision Insurance
by Sharon Alford ∣ Vice President of Direct to Consumer, Individual Plans at VSP
As brokers representing VSP® Individual Vision Plans, your role is pivotal in helping clients understand the true value of vision coverage. While some individuals may initially hesitate due to perceived cost or coverage limitations, these objections present opportunities to educate and build trust. At Morgan White Group, we’re committed to equipping you with the tools and messaging needed to overcome these objections and reinforce the value of VSP's offerings.
Turning Objections into Opportunities
Sales objections are not roadblocks — they're invitations to educate and connect. By proactively addressing concerns and demonstrating the tangible benefits of VSP Individual Vision Plans, you can build trust, increase retention, and grow your book of business.
Challenge 1: Cost and Affordability
Client Objection: "I'm paying more than I'm getting.”
Broker Messaging & Solutions:
- Highlight Preventive Value: Emphasize that annual eye exams can detect early signs of chronic conditions like diabetes and hypertension—making vision care a gateway to overall health. An eye exam is the only non-invasive way to view blood vessels in the body, helping eye doctors detect signs of over 270 health conditions.1
- Break Down the Savings: Use real-world comparisons to show how VSP plans save money over time, especially for families or individuals who wear glasses or contacts.
- Flexible Plan Options: VSP offers tiered plans to meet different budgets. Help clients choose a plan that aligns with their usage and financial comfort.
Challenge 2: Poor Perceived Value
Client Objection: “It feels like a discount program, not real insurance.”
Broker Messaging & Solutions:
- Emphasize Quality & Access: VSP members gain access to quality providers and premium eyewear brands. Plus, with VSP Exclusive Member Extras, members get access to offers from leading brands, totaling more than $3,000 in savings.
- Online Retail Integration: VSP partners with select online retailers, like Eyeconic®, allowing members to use benefits digitally - bridging the gap between convenience and coverage.
Challenge 3: Coverage and Network Limitations
Client Objection: “I can’t use it where I want or for what I need.”
Broker Messaging & Solutions:
- Promote Network Strength: VSP has one of the largest vision care networks in the country, with a network of 39,000 doctors, Eyeconic, VSP’s online retail option, over 750 Visionworks® locations, and Eyemart Express with 250 retail locations. If a client’s provider isn’t in-network, help them find a comparable one nearby.
- Frame Selection: VSP offers a wide range of frame options, including designer brands. Encourage clients to explore the full catalog before assuming limitations.
Visualizing the Value: Savings Breakdown for Morgan White Group's Top VSP Plans
Choice Plan
- For those who want a low premium and don't get glasses every year; predictable monthly premiums make budgeting easier
| Choice Plan / Plan B 150 - Voluntary | Walk-In Prices | With a VSP Plan | Savings |
|---|---|---|---|
| Comprehensive Exam x2 | $420 | $30 | $390 |
| Frames x1 | $251 | $81 | $170 |
| Rx Lenses Copay x2 | $348 | $50 | $298 |
| Progressives x2 | $532 | $350 | $182 |
| Optional Lens Enhancements | |||
| Anti-Glare x2 | $318 | $170 | $148 |
| 24 Month VSP Plan Cost | $372 | ||
| 24 Month Total | $1,869 | $1,053 | Typical Savings After Premium: $816 |
Core Plan
- For those who want a higher frame allowance and don't get glasses every year
- Progressives and anti-glare are covered in full with a co-pay
- Includes lens enhancement covered co-pays in additional to the materials co-pay
| Core Plan / Plan B 200 - Voluntary | Walk-In Prices | With a VSP Plan | Savings |
|---|---|---|---|
| Comprehensive Exam x2 | $420 | $20 | $400 |
| Frames x1 | $251 | $41 | $210 |
| Rx Lenses Copay x2 | $348 | $50 | $298 |
| Progressives x2 | $532 | $50 | 482 |
| Optional Lens Enhancements | |||
| Anti-Glare x2 | $318 | $40 | $278 |
| 24 Month VSP Plan Cost | $431 | ||
| 24 Month Total | $1,869 | $631 | Typical Savings After Premium: $1,238 |
Select Plan
- For those who want a higher frame allowance and like getting glasses or contacts every year
- Progressives and anti-glare are covered in full with a co-pay
- Includes lens enhancement covered co-pays in additional to the materials co-pay
| Select Plan / Plan C 200 - Voluntary | Walk-In Prices | With a VSP Plan | Savings |
|---|---|---|---|
| Comprehensive Exam | $210 | $10 | $200 |
| Frames | $251 | $41 | $210 |
| Rx Lenses Copay | $174 | $25 | $149 |
| Progressives | $266 | $25 | 241 |
| Optional Lens Enhancements | |||
| Anti-Glare | $159 | $20 | $139 |
| Annual VSP Plan Cost | $258 | ||
| Total | $1,060 | $379 | Typical Savings After Premium: $681 |
Incentive Reminder!
Through the end of December 2025, for every 5 new VSP Individual Vision Plan enrollments2, brokers can earn a $100 Tango gift card. The more sold, the more earned! The number of gift cards earned during the promotional period is unlimited.3
For more than 70 years, VSP has been committed to empowering human potential through sight. We know a thing or two about creating products that will meet the needs of your clients. While VSP offers several individual vision plan solutions through Morgan White Group, we want you to feel confident that the products you're offering will meet your client's needs. Please contact your Morgan White Group representative for more information.
1. American Academy of Ophthalmology, 2023
2. Promotional period is from September 1, 2025 through December 31, 2025
3. Tango e-gift cards are your ticket to tons of top retailers and restaurants. Check out https://www.tangocard.com/the-tango-card for details.
*Savings based on state and national averages for eye exams and most commonly purchased brands and lens enhancements. This number represents average savings for VSP members at in-network providers. Your actual savings will depend on the eyewear you choose, your plan, the eye doctor you visit, your copays, and your premium.
Source: VSP book-of-business paid claims data for Aug-Jan of each prior year.
This chart represents typical savings for VSP members with the Choice plan B $15/25 $150 plan when they see a VSP doctor.