So many people today are trying to crack the code of sellingbenefits. For some reason, they have a hard time making it work.I've studied this and I think I've figured out why people struggle:It's too simple.

|

Sorry; I just lost you, didn't I? I'm not saying the benefitsthemselves are simple; I'm saying that selling thosebenefits should be simple.

|

Many of us are college educated, and we need all the studies andtech tools to mean something. And they do, somewhere; but not hereat the point of sale.

|

Here, people have needs and they want solutions. They havequestions and they're more confused than ever. They finally figuredout their FSA and now they're hearing about some HSA. Their HRdepartment told them there's a new enrollment process this year—allthey have to do is visit this website. They're told that if theythink they need additional coverage, just click that button andwatch a video to sign up for more stuff.

|

In 1989, I was 20 years old and clueless about selling voluntarybenefits. I was still in college, and was always trying to applysomething I was learning in school to our business.

|

One day, my field trainer, Charlie, said, “Brine (that's how youpronounce my name in South Georgia) you gon' outsmart yourselfagain. This ain't that complicated. Belly to belly, son. Belly tobelly.”

|

The older I get, the wiser that statement seems. Sellingbenefits isn't high tech; it's high touch. You sell itbelly-to-belly, not screen-to-screen. Yes, the tools are helpful,but they will never replace a real benefit advisor.

|

Have you met with an hourly employee who somehow got stuck withan HDHP whose deductible includes Rx? Do you have any idea howbadly that employee got screwed when they find out the expenses fortheir insulin-dependent child are now subject to the $6,000deductible the computer recommended they buy?

|

If you're selling voluntary, the need for belly-to-bellyinteraction increases tenfold. People simply don't understand howvoluntary benefits cover the gaps left by their increasingdeductibles and co-pays. A computer can do a lot of things well,but it cannot effectively communicate the nuances of the coverageyou're offering.

|

It takes a real person with real answers to successfully sellbenefits—voluntary or otherwise.

Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.

  • Critical BenefitsPRO information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.