When you ask an open-ended yes-no question about something like employee-funded voluntary benefits, you're always going to get told, “No.”

Succeeding with voluntary benefits—or enhanced benefits, as I like to call them—involves a super simple strategy. It's all about setting up a dedicated time with your prospect or client to discuss how enhanced benefits fit directly into their total benefits strategy.

Those brokers who get it, get it. But sadly, many take the wrong approach and as a result, they always get told, “No.”

Here's a recent example of how things can go wrong. I had multiple conversations and training sessions with a broker who sought me out and wanted to work with me. All he had to do was set up an introductory meeting between me and his existing group client. The idea behind the meeting was to make enhanced benefits and group health benefits part of one comprehensive, bespoke strategy. I even encourage brokers like him to refer to me as their director of enhanced benefits, voluntary vice president, or whatever title they like, to show we are on one unified team.