Employer views of various enrollment techniques. This is one area where it is important to provide direction as well as to ask for input. Recent studies are consistent in showing employer interest in Web enrollment methods. But Web enrollments make it difficult to make the personal connection of benefits to employee needs. In group meetings, employees often reinforce how products work by bringing up personal stories covering how insurance helped them. In person-to-person enrollment discussions, this often happens as well. But on the Web, reading a need-benefit story may not make a personal connection. Do as much as possible to convince employers of the value of in-person meetings to make sure employees are well-informed before they go online. Employees like to enroll online; they like to be informed in person.

Use green processing techniques and sales tactics. An increasing number of employers are seeking business partners who have “gone green.” What's good for the environment is often good for business. Make sure you educate employers on paperless service and billing options, e-delivery of plan documents, etc. Provide employers with simple Web tools along the lines of “five things to consider” about various insurance products in place of printed brochures. Conduct your group meetings using PowerPoint presentations in place of paper handouts when Web enrollment is planned. Insurance is known as a paper-based business, so this can be a positive distinguishing point.

Of course, in the end you'll want to listen to your specific employer first, then lock in your proposal and describe planned support services. Knowing what employers want is a major step toward winning—and keeping—good business.