Communication is trickier thanyou think. I earned a college degree in it, write and speak aboutit, talk on the phone six hours a day, and average hundreds ofemails each week. I'm a communications professional by everydefinition of the word. And I'm still sometimes astoundingly bad atit.

We recently launched a new initiative aimed at helping employerswith less than 50 employees transition to individual coverage. Itkeeps the broker engaged in business they are in danger of losingdue to PPACA and it creates tremendous opportunities forvoluntary.

To me, keeping you engaged in groups you're in real danger oflosing, offering solutions to real problems, saving policyholdersand employers money, and keeping small business clients compliantare all good things.

So imagine my surprise when a broker called to inform me thatour new program is, in his estimation, a bad thing.

Him: “You're telling me to give up all my group business! Areyou insane?”

Me: “Whatchoo talkin' 'bout, Willis?”

Him: “Do have any idea how I get paid, you dope?”

And there it was.

I think this new plan is the best news for brokers since Section125, and I said as much. The best part of the equation is that thebroker maintains his/her relationship with the group and solvesvery real problems in a unique way.But this broker didn't see that. Instead, he interpreted my messageas the death knell for his business. My intent was the exactopposite!

Ideas that violate prior beliefs are hard to embrace. Have youever experienced this?

You have a new plan design or communication tool that you knowwill make life easier for them and you're excited about it. “Onlyan idiot would say no to this,” you think. Only, when you presentit, they call you the idiot and ask you to leave.

I've spent a career bringing “new” things to people, and I'velearned the biggest obstacle is the recipient's fear of change. Weall hate change. But do people really reject good things justbecause they're different?

People once called surgical anesthesia a “needless luxury.”Seriously.

When introducing a new idea, you must factor fear of change intoyour presentation. If you don't, your clients will be downing ashot of whiskey before cutting into their benefits plan while theworld around them is finding less painful ways to do the samething. And you'll be out of business faster than the Bengalsexiting the playoffs.