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Gil Lowerre is president at Eastbridge Consulting Group; Bonnie Brazzell is vice president of Eastbridge Consulting Group.

Nearly every benefits broker will tell you that they now sell voluntary. Understandably, many brokers are primarily tuned in to the employer’s voice during the sales process. For some producers, this remains a default mode, born from their roots focusing on medical and other employer-paid group distribution.

Although this legacy centers on the employer conversation, it’s good from time to time to check in on the sentiment among our final customer: the employee. After all, by neglecting this perspective, you may be leaving credibility and revenue potential on the table.

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