By all accounts, the sale of worksite/voluntary benefitswill remain strong over the foreseeable future. Research providedby LIMRA's U.S. Worksite Sales survey reported a 5 percent increasein worksite/voluntary benefits in 2014over 2013 sales.

Eastbridge Consulting Group's data is consistent with LIMRA'sfinding. Eastbridge noted a nearly 4 percent increase in 2014, withsales rising from $6.644 billion in 2013 to $6.89 billion in2014.

In its 2015 Brokers and Voluntary Benefits report, developed inconjunction with Benefits Selling, Eastbridge reportedthat the percentage of brokers actively selling voluntary benefitshas also increased from 19 percent in 2014 to 32 percent in2015.

Surveys of U.S. business executives and employees also project areceptive market for worksite/voluntary benefits.

An EyeMed survey of 552 business executives found that 71percent were inclined toward providing these benefits, with asupporting Gallup poll finding that 82 percent of American workersnow place a higher premium on worksite/voluntary benefits than in2008.

The Patient Protection and Affordable Care Act will be anothermajor driver of voluntary benefit sales. As the legislation takesfull root, more employers and plan sponsors will be looking forways to meet their employees' needs without having to assume highercosts.

Voluntary benefits (i.e., life insurance, short-term andlong-term disability, vision, dental, accident, andcritical illness) do just that. Theyare a responsible, cost-efficient and employee-centric way ofhelping workers customize their insurance coverage to best meettheir specific needs.

For brokers selling these products, however, it is not a matterof business as usual. They require a strategic, well-plannedmarketing strategy. To that end, here are four tips.

1. Use a two-channel strategy

Marketing worksite/voluntary benefits requires a two-prongapproach. First, you need to present the value proposition ofworksite/voluntary benefit to employers. Before they will let youmarket these benefits to their workers, they need to understandthese things:

• Worksite/voluntary benefits are an effective way of shiftinghealth care costs to employees.

• Their employees are looking for these solutions.

• These benefits help alleviate employee stress and in turn,reduce worker absenteeism and improveproductivity.

• Businesses that offer a robust worksite/voluntary benefitportfolio to their employees are perceived as “employers of choice”which enhances their employee retention and recruitment.

In helping pave the way to bring voluntary benefits to theirworksite, brokers also need to understand an employer's workerdemographics. This will enable the broker to develop a presentationhighlighting those solutions that are most relevant to theparticular company's workforce.

Brokers also should either lead with solutions that are mostpertinent to a company's employee base, or lead with solutions thatare universally applicable (e.g., dental and vision), regardless ofthe age of the workers or their salary level.

Second, employees also need to understand the role voluntarybenefits play in their financial well-being. This requires brokersto take a proactive, consultative approach:

• Anticipating employees' questions regarding these variousinsurance policies, their terms and costs, and why they are vitalto protecting themselves and their families

• Providing these FAQs and the answers in easy to understandlanguage

• Being prepared with “what if” scenarios to help workersunderstand how not having certain coverage (e.g., disability, accident or criticalillness) could dramatically impact their lives in the event theybecome disabled, are in a serious accident or face a criticalillness

• Helping employees determine what policies they need most, aswell as how much coverage they need and can afford

2. Communicate effectively

A common thread running through both the employer and employeestrategy is communication. Having separate, well-developedmarketing materials for both employers and employees isessential.

These materials should clearly communicate the value propositionof worksite/voluntary benefits overall, as well as the individualvalue propositions of each type of coverage.

Having a broad portfolio of competitively-priced, high qualityinsurance solutions is also important. This will enable a broker toprovide the choices needed so that each employee can developcustomized insurance coverage that best meets their individualand/or family needs.

3. Market early and continually

Keep in mind that timing is everything. Do not wait untilenrollment period to make your marketing push.

Start your worksite/voluntary benefit marketing and educationcampaign early in the year and continue it throughout the year.

Leverage both direct mail and online marketing to raiseawareness.

Use your website and email marketing effectively. This will helpyou soften the market before your fourth quarter worksitepresentation and enrollment events.

While there will no doubt be continued due diligence(consultation and education) during these events, it is likely thatit will be more productive as a result of your having embarked on astrong, ongoing campaign in the months leading up to the enrollmentperiod.

During the enrollment period, make sure you lineup your best team: strong communicators who are approachable andcan discuss complex products in easy to understand language.

4. Partner wisely

Finally, all of the above will be meaningless if you do notchoose your partners well.

To implement an effective worksite/voluntary marketing program,you need carriers who are ready to support you with competitiveproducts, effective marketing materials and highly responsive,professional customer service and claims handling departments.

Look to the industry's top rated organizations; those carrierswho have consistently earned the A.M. Best “A” (Excellent)ratings.

By following these basic guidelines, brokers can capture a shareof the growing worksite/voluntary benefits market, whileconcurrently positioning themselves as consultative salesprofessionals and expanded customer relationships.