We all know that selling voluntary benefits is a multi-stepprocess. Carriers have to sell their products to brokers, who thenhave to sell to the employer and ultimately the employees.
It's this last step that's often overlooked or not given enoughattention. But until an employee buys something, none of theselling before that makes any difference. Understanding whatemployees need in terms of insurance coverage is important toachieving good enrollment results. Too often, we design ourenrollment approach around what we are comfortable with rather thanwhat the employee needs. Or, we are reluctant to tell an employerthat their preferred method of enrollment is not going to work formany voluntary benefits. In both of these situations, we're notfocused on the end buyer.
To illustrate this point, let's put it in the context of adifferent setting—the automobile industry. Today, you decide to goto a dealership to look at buying a new car.
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