What's hot in the benefits industry? Voluntary benefits.

But we probably didn't need to tell you that. Well, some ofyou.

Of the brokers polled in the fall of 2015, 32 percent said theyactively sell voluntary benefits, up from 19 percent the previousyear.

Of course, that leaves a full 68 percent not selling productsthat can add to their product portfolio, client satisfaction, andbottom line.

Why is that?

We asked some experts to share with us 10 potential challengesfor brokers. But more importantly, they also offer practicalsolutions.

Here are the 10 challenges and solutions.

1. Broker understanding

It sounds basic, but it is extremely difficult for brokers tosell products they don't fully understand.

“It is vital for brokers to be educated in the voluntary space,”says Chris Stroud, director of business development for VoluntaryBenefit Partners LLC and managing director of The Zorn Group inFairfield, New Jersey, “If they do not have that knowledge, partnerwith a voluntary expert and strategize with them to deliver theoptimal benefit package for the client. Our advisors work withemployers and insurance professionals to deliver goal-orientedbenefit solutions to the workplace.”

2. Marketplace understanding

Never assume that business clients and their employeesunderstand voluntary products and how they fit with their currentinsurance offerings.

“Voluntary solutions are ideal for helping customers controlout-of-pocket costs and delivering financial protection,” says PaulGoedde, executive vice president of the Voluntary Employee BenefitsBoard and product management lead for Cigna in Philadelphia.

“When associated with high-deductible health plans, they helpcover costs that are not traditionally covered by a medical plan,”he says. “As more employers transition to these types of benefitsto save costs, employees may find financial protection productsmore appealing. Customers are more likely to choose a voluntarysolution if they understand what it is and how it works.”

3. Employer engagement

How can brokers encourage employers to present voluntary benefits to theirworkforce?

Stroud recommends helping employers understand what's in it forthem: “We need to engage the client in a line of questioning, suchas, ‘How do these voluntary programs integrate with my in-forcemedical offering? How can I integrate voluntary, reduce costs, andhelp offset future risks?’

“We sit with every client to evaluate fulfillment processes thatalign to their needs and goals. The broker has to have a wide rangeof knowledge to fully understand how to complement the benefitportfolio through voluntary integration.”

A problem-solution approach may work best, says Marc Warrington,head of field sales for Sun Life Financial U.S. in Wellesley Hills,Massachussetts.

“When you think about voluntary benefits, don't define it as aset of products,” he said “Think of it as a funding concept – it'sthe choice employees make about whether or not to take extra moneyout of their paycheck to give them the protection they need.”

4. Employee awareness and education

A common challenge is educating employees andgetting their buy-in.

“A well-planned enrollment communication strategy reachesemployees in many ways, including face-to-face, email, and print,”Goedde says. “The most value is delivered when carriers have theability to communicate directly with employees, driving betteremployee experience, participation, and satisfaction.”

Employees may prefer to receive information and educatethemselves in different ways.

“Offer employees a variety of ways to provide information and toenroll,” says Cheryl Fugate, assistant director of voluntarybusiness solutions for The Hartford, Commercial Markets. “If youhave marketing materials, provide collateral to the employer andpost it online. If you’ve created enrollment materials, providepaper to employers and post on the enrollment platform to print.Provide online access to the call center to assist employees withcompleting the online application.”

Education may be the most important link in the sales processand is “key to a successful worksite enrollment,” says Stroud.“It's vital for policyholders to be educated on how programs workin conjunction with other benefits.”

He says brokers are the experts, and their responsibility is toteach employers and employees how to make proper decisions. “Mostemployees need more education on not only voluntary, but allbenefits.”

5. Carrier participation

Brokers are the carrier's face to the public, and should expectsubstantial support in return.

“Work with carriers that are true partners,” Warrington says.“The right carrier will provide education to deepen your knowledgeand help demonstrate why voluntary benefits are essentialcomponents to clients’ benefits plans. They also provide enrollmentsupport and ongoing communication to help generate more return onthe voluntary benefits investment.”

“Brokers should help customers allow carriers to present theirbest option for successful enrollment,” agrees Fugate. “Carriersknow how to boost premium and participation, and have marketingteams that provide research. Brokers should help employers avoidmaking decisions that can prohibit increases to premium andparticipation.”

Goedde says a team approach is best. The broker, employer, andcarrier should meet to understand the employer's current overallbenefits strategy, including their goals, needs, or gaps.“Voluntary solutions can complement the health care strategy, solooking at the entire package enables the broker and carrier tomake customized recommendations.”

6. Insurance intimidation

Even seemingly simple concepts may be difficult for customerswho only deal with enrollment once a year.

“When I think about some of the biggest challenges in the salesprocess, the intimidation of insurance jargon and the differentinterpretations of what ‘voluntary benefits’ mean are at the top ofthe list,” Warrington said. “And, for producers who mostly grew upon medical plan revenue, there can still be a misperception thatvoluntary benefits revenue is not significant.”

In short, cut the jargon and simplify the concepts.

“Foster environments where people can interact with someone whomakes it easy to understand how the benefits work in their realworld, not in terms of deductibles, premiums, and generalities,” hesays. “Emphasize to employers that a focus on meaningful benefitscommunication needs to go along with the products.”

7. Enrollment hassles

Selling voluntary benefits is one thing; getting employees to gothrough a sometimes daunting enrollment process is another.

“There is no one-size-fits-all enrollment method andcommunication channel,” Stroud says. “You have to be well versed inyour enrollment methods. The most successful educational processtypically centers on human contact.

“That being said, we understand face-to-face enrollment andeducation are not always a preferred strategy for all businesses;therefore, never rule out multiple communication options such ascall centers and the use of technological benefit platforms.”

The broker's job is to make the process as painless aspossible.

“The blueprint should be flexible to maximize the educationalexperience for employees, while reducing time constraints to thecompanies’ daily operations,” he says. ”The process should beestablished during a strategy meeting with the employer.”

8. Product integration

Employees accustomed to employer-provided coverage with limitedoptions may find integrating voluntary benefits into their overallpackage puzzling.

“One of the biggest issues facing the voluntary market is properplan integration,” Stroud says. “Most people are not educated onhow to properly offset risks by coupling the correct voluntaryprograms with core medical and ancillary.

“It's our job to guide the employer to make proper planintegrations by offering programs that deliver desired solutions toclients. It's important to holistically evaluate the carrier andplan design to elicit the most value.”

“Understanding how all of the different solutions work togetherand can satisfy an employee's need for financial protection iscritical,” Goedde says, “especially when paired with ahigh-deductible health plan. Not only does it help the employerattract and retain talent, it helps them manage their bottomline.”

9. HSA implications

Brokers still wrestling with health savings accounts (HSA) canonly imagine the confusion of consumers trying to determine howthey mesh with voluntary benefits.

“When offering certain benefits such as hospital indemnitycoverage alongside an HSA, it's important to understand thedifference between compatible and non-compatible plans,” Goeddesays. “If the HSA is found to be non-compatible, this canjeopardize the tax-favored status of the employee's account.

“There are quite a few plans out there that are not compatiblewith those savings vehicles, but are being offered alongsidethem.”

10. Changing market

Keeping up with changes in the voluntary market can leave abroker breathless.

“It is important for brokers to evolve,” Goedde says. “Asindustry experts, we have to be educated on the ever-evolvingtechnological side of the business, as well as heighten ourstrategies to reduce risk to the employer and employee.”

“There are groups of benefit administration platforms cominginto the market that are impacting both the insurance and payrollcommunities,” Warrington says. “Brokers need to sort through all ofthis and ensure they have a good solution and a solid plan tosupport it.”

The bottom line response to these challenges is to rely on thesame commitment and common sense that has worked with otherinsurance products.

“Understanding the needs of an employer based on their uniquepopulation enables the broker and carrier to do what they do best:Consult and make customized recommendations,” Goedde says. “Brokerswho take a consultative approach and commit to engaging employeesdeliver the value employers expect from a trusted partner.”