The changes I've seen in over 27 years in benefits and theprocess to provide those benefits are extraordinary. Once we onlycould take paper apps. Now we can enroll people on a tablet.Brokers able to adapt to that evolution were and are able tocontinue to grow their business. Now, our understanding of theprocess to have a successful enrollment is changing. When I firstbegan it was understood the only way to do an enrollment,especially a voluntary one, was to get conditions. An enrollmentfirm had to be able to sit face-to- face with every employee for 15minutes. Today, especially for larger groups, HR directors aren'twanting or willing to provide that access. We have to be flexibleand creative.

Think GI

Sometimes carriers are slow to embrace the changing market, too.A lot of brokers have come to me because they have a large groupand they know they need to be able to offer products that have astrong underwriting offer. Unfortunately, the carriers they wereworking with weren't able to provide that. It's imperative thatproducts today are offered with some sort of guaranteed issue. If abroker or a carrier enters into a competitive negotiating processwithout it they're automatically at a huge disadvantage becausesomeone else is bringing GI to the table.

Be Honest

This is one of the truest clichés: People want to do businesswith people they know and trust. Insurance carriers want to dobusiness with brokers they know will deliver what they say theywill. When the brokers who've approached us without GI for theircase, or looking for a way to effectively enroll a large case, theyasked for our help. We've been able to help them because of therelationships we've built over the decades. We're able to get themthe GI they need. We're able to help them provide an enrollmentsolution.

Do What You Say

Building relationships are not just about meeting someone andtaking them to dinner or having a drink. Relationships are built bythe actions we take. That is why you say what you are going to dothen do what you say. The reason brokers are able to get that GIwhen some others may not is because of the business relationshipsthat have been built based on delivering on what they promise. Ifyou promise an insurance company that you will write $1 million inpremium-write $1,000,001 in premium.

Select Carriers Carefully

To be able to build that relationship, a broker cannoteffectively do business with every carrier that crosses their path.We have to be selective with our carrier partners and work withthose that will work with us and create an environment where we canboth succeed. If we deliver on our promises to two or threecarriers as opposed to over promise to 15 we have much morecredibility. And quite frankly, that is what is most important.Having the credibility to get things done for clients, brokerpartners, and carriers.