Man searching for clues Rather than assuming you know the concerns of prospects and clients, use critical thinking and research to learn as much as you can about them and their organizations. (Image: Shutterstock)

Benefits advisors have long partnered with HR in an effort to provide employees and their families with the best and most affordable benefits possible. Recently, there’s been an increased focus on bringing the C-Suite into that dialogue.

Yet one of the biggest roadblocks when it comes to conversations between brokers and prospects and clients is probably as old as human communication. As Rachel Sapoznik notes in this month’s Action Reaction (page 36), “The biggest mistakes I see are brokers not listening to clients’ needs. They focus on delivering a message … as opposed to what is in the best interest of the clients.”

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Paul Wilson

Paul Wilson is the editor-in-chief of BenefitsPRO Magazine and He has covered the insurance industry for more than a decade, including stints at Retirement Advisor Magazine and ProducersWeb.

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