Ratherthan assuming you know the concerns of prospects and clients, usecritical thinking and research to learn as much as you can aboutthem and their organizations. (Image: Shutterstock)
Benefits advisors have long partnered with HR in an effort toprovide employees and their families with the best and mostaffordable benefits possible. Recently, there's been an increasedfocus on bringing the C-Suite into that dialogue.
Yet one of the biggest roadblocks when it comes to conversationsbetween brokers and prospects and clients is probably as old ashuman communication. As Rachel Sapoznik notes in this month'sAction Reaction (page 36), “The biggest mistakes I see arebrokers not listening to clients' needs. They focus on delivering amessage … as opposed to what is in the best interest of theclients.”
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Paul Wilson
Paul Wilson is the editor-in-chief of BenefitsPRO Magazine and BenefitsPRO.com. He has covered the insurance industry for more than a decade, including stints at Retirement Advisor Magazine and ProducersWeb.
