At the same time, employees are the backbone of a small business. One employee missing work due to an illness or injury can have a deep impact on a company's profitability. This opens the door to position a disability insurance sale as a tool that can lessen costs related to employee absence and allow small businesses to be more productive and profitable.

Also read: Helping clients avoid insurance gaps

2. Design a creative plan.

When it comes to customer service, don't discriminate by size. Make recommendations that reflect specific needs. Resist proposing a basic plan just because it's inexpensive. Instead, look for areas in the plan design that can be enhanced to maximize budget. Small-business owners will appreciate the thought you put into the plan and the insights you recommend for the welfare of their employees.

3. Provide plan updates.

There are two ways to add value to clients and offer plan reviews. The first is an annual, or specified periodic, review for those customers with existing disability coverage. In this instance, contracts and plan designs can become out of date due to factors such as business growth, changes in employee demographics and company policies. It's important to ensure growth hasn't outstripped plan design.

Subsequently, it's also important to conduct a review when there is a change in coverage or carriers. This is when a specimen contract comes into play and review is performed prior to acceptance and issue of the final contract.

Contract provisions on which to reach a consensus and provide clarity with the employer include:

• Eligibility
• Waiting periods
• Member definition
• Earnings definition
• Definition of disability
• Limiting conditions (including mental and nervous disorders, drug and alcohol, subjective or other limited conditions)

Reviewing the plan will get everyone on the same page and help eliminate problems when a claim is filed. Your due diligence will demonstrate your concern for the best interests of the employer and its employees.

4. Emphasize local, personalized service.

Small businesses are more likely to rely on local resources. A carrier with local account managers can help earn their favor and close a sale. If an employee has a disabling condition, that personal connection will give the business owner the peace of mind that his or her broker and the carrier's local account management team are nearby and ready to help.

Help your small-business customers protect what they have worked so hard to build. Selecting the right comprehensive disability insurance plan from a carrier that understands small businesses is a strategic decision that will help the employer's bottom line. These insights can help small business owners attract top talent and position you as their trusted advisor both now and in the future.