I consider myself a reasonably intelligent guy. I have my own insurance brokerage, an out-of-my-league wife and people ask my opinion. I also consider myself very good at what I do; I'll venture to say I'm one of the best in this business. Now before you get all up in arms, let me explain myself.
To be the best in anything, you have to start with the basics. Let's start with knowing when to ask a question before moving forward, and staying educated in your industry. Those are two things I feel I do well. If I don't know, then I'll find out. So, why is it that I'm constantly hearing mass confusion about health savings accounts? This is not a new concept.
On June 3, [Benefits Selling editor] Denis Storey made this comment, "Looking at the numbers in this latest Guardian study that rolled into my inbox this morning, I'd say not nearly enough of you are actually talking to your clients. I mean, aside from the annual meet and greet."
I believe that sounds like the stereotype of an insurance salesman.
Not me, you say. I'm not a scummy salesperson pushing all the products I can and then disappearing into the night. Are you sure? I'm not convinced. How can it be possible that only 59 percent of consumers are only aware of HSAs and half don't understand them? I venture to say that's our fault.
How about a personal moment in consumer-driven health plans? A few months back, I was invited to receive training by a carrier. As I sat in this training, we went over the usual -- new products, where are my CEs for being here?
At the end, the typical Q&A starts. I have no questions. It's insurance, simple stuff really, but then it happens. An older and very successful broker asks a question. If you are like me, we look to those with experience and we listen when they have questions or opinions. The gentleman proceeds to ask, "Could you explain an HSA to me?"
What? Did this guy, someone well ahead of me in the game, really ask that? I begin to wonder if I misunderstood him, but then, the rep from the carrier proceeds to answer like he's heard it a million times. The broker nods his head and looks confused. Another experienced broker follows with, "I still am not sure I understand?"
Consumer-driven health care is not new. The Guardian poll mentioned above states, "While nearly 60 percent of consumers know about HSAs, more than half doesn't understand key features."
The point is: whether you're new to the business or been here for a long time, you need to understand what you do. Imagine getting your brakes replaced and the mechanic asking his supervisor what a rotor is.
I'm confident in my role, and it's not just to sell insurance, but to know my products, how they work, and to provide superior customer service. Selling insurance only pays the bills.
Todd Miller is president of Fort Worth, Texas, based Worth Benefits andConsultants Inc. He can reached at
817-988-8536 or via e-mail at ToddM@worthbenefits.com.
