As co-owner of an agency that specializes in Medicare products, I'm often asked by industry colleagues whether we have "made the switch" to selling Medicare Advantage products. Certainly Medicare Advantage plans have become popular among seniors in recent years due to their low premiums and built-in drug cards. But we still find the Medigap market to be a thriving one, with nearly 70 percent of our client base opting for these traditional and comprehensive plans.

The obvious next question, then, is: How do we sell against Medicare Advantage plans, which are so much cheaper? The answer is that we don't sell against anything. We educate and then let our clients decide.

Perhaps one of the best things about working the senior health insurance market is your role as an educator. We explain to prospective clients that for most beneficiaries there are two primary coverage choices: Medicare Supplements or Medicare Advantage plans. Then we outline the benefits of each type of insurance and let them decide.