You may not know it by its name, “Jacked Up,” but you haveprobably seen the State Farm commercial. It's the one where a guyis having a horrible day (finding his car stripped in the parkinglot), while a lady has the day of her life (finding her new car inthe driveway). It's a clever look at how the same words can haveentirely different meanings.

There are a lot of employers out there who have had some reallybad renewal days as they meet with their traditional benefits broker to receive theinevitable bad news. But increasingly, there are other employersout there having very unexpected and exciting days, as theirforward-thinking benefits advisor delivers newstrategies for their program.

Same words, different conversation

I can only imagine how these similar-in-words, butoh-so-different-in-tone conversations are playing out duringrenewal meetings all over the country.

“Is this my renewal?!”

Distraught client of traditional brokerabsorbing the shock of another unmanageable price increase.

Ecstatic client of forward-thinking advisorhearing of a program that will significantly reduce their healthcare spend.

“This is ridiculous!”

Distraught client realizing that not only hastheir budget been shattered again, but they will also have toreduce the quality of their medical plan—again.

Ecstatic client as they anticipate the newbusiness opportunities they can now afford and realize they will beable to improve the quality of benefits.

“This can't be happening!”

Distraught client dreading the goat they areabout to become to their team.

Ecstatic client anticipating the hero-statusthey are about to enjoy.

“Oh, it's happening sweetheart.”

Traditional broker frustrated at the lack ofoptions for the client but, at the same time, counting theadditional commission he/she will be receiving.

Forward-thinking advisor deeply satisfied inthe difference he/she made for the client and the recognition thatthey will likely be a client for a long time.

“Shut up!”

Distraught client. No, seriously, shut up andget out of my office!

Ecstatic client in admiration and appreciationfor a solution they hoped for, but didn't expect or even knowexisted.

“What a day.”

Distraught client feeling it can't get worse,knowing it likely will next year.

Ecstatic client recognizing one of theirgreatest problems has just been solved.

Distraught or ecstatic?

What kind of renewal conversations are you having with yourclients? While I don't expect you are having the “ecstatic client”conversation with every client, I am hopeful that you are moving inthis direction.

For the first time in maybe forever, exciting ideas andstrategies are being implemented by forward-thinking advisors allover the country. While it is likely too late to put them into playthis renewal season, now is the perfect time to position yourselfto change the tone of next year's conversations.

Game on!