“Danny just does it the right way,” says onelong time industry player of one of our early cover subjects, DannyTalley. “It could be consulting with a client on a worksite case,or negotiating with a carrier or coaching high school football.Everything he's involved in, he does it with integrity, intellectand a dedication to excellence. He knows voluntary as well asanyone, and he's just a good guy.”

Talley's dedication and experience has served him well, now as aDenver-based senior vice president of Hub International. Recognizedas one of the foremost experts on voluntary  in the RockyMountain region, Talley took a few moments to catch up with us andto share his thoughts on the industry and why he continues to be sosuccessful.

Voluntary's key

  Voluntary benefits have been a key to our success.Whatever happens with [PPACA], we feel very strongly that thediversification into voluntary will continue to serve us and otherbrokers well.

Perception is reality

  We've found there's been a paradigm shift in theperception of worksite products in the broker and the employercommunities. The majority of people we speak to see them the shiftto voluntary as a win-win. It's incredibly cost effective for theemployer as there is almost no direct cost involved yet they stillprovide a valuable benefit to their employees. It's been documentedmany times, but it's true. Most employees will never get theopportunity to sit down with a benefits counselor to discuss theirinsurance needs unless it happens at work. Employees look verypositively toward their employer when they see that someone isthere to help them and provide them with coverage they need.

A new approach

  That said, taking a consultative approach to both anemployer and employee is always the best way to serve a client.Listening to the client to identify where they need help, thendiscussing what will work and what will not work best for a client,and explaining why that is, not only provides the best possiblesolution for the company and the employee, but also for us as thebroker.

Do the right thing

  Outside of being the right thing to do, theconsultative approach helps build strong relationships. Too manypeople are out selling a product and are only concerned with thatsell that moment. I'm more interested in that second, or 10th or20th year of helping that client. If one pushes product instead ofa solution, that doesn't happen.

Eye on the prize

  Over the last 10 years, the industry has lost sightthat this is a business built on relationships. Because of this,everything is looked at as a commodity by too many. What product ischeaper and has the smallest number in a spreadsheet? This is sad;it doesn't provide the client with the consulting they need to makethe best decision—only the cheapest decision. Obviously, cheapestisn't always the best. 

A handshake is enough

  We've found that building relationships with a fewcarrier partners, growing loyalty and representing them helpsduring the bumps. Every carrier will have an issue, but when weknow the right people and they know us, it sure makes it easier tosolve the problems when they arise. We prefer to work where ahandshake means everything and building that strong relationshipgives us that trust.