I try to have a short explanation that gives people an idea about what I offer but also causes them to ask questions starting a discussion if they are truly interested.

My typical response is, "I provide individual health coverage which is an affordable alternative to the Health Care Market place. We offer comprehensive plans not a short term plan.I am happy to provide a free quote to see if our plan is a good alternative."

Then I stop....if they are interested it will start a discussion,ask for a business card or lead to a quote...If not, they will usually nod and I ask them about themselves.