Recentelections have shown that the country is divided nearly 50/50 overmany political figures and hot-button issues.  (Image byChris Nicholls)

Public speaking can be a valuable way for brokers to build theirreputation and recognition as thought leaders in the community. Italso can be a potential landmine in these politically charged times, as Ken Stevenson iswell aware.

"I was asked to speak to a civic organization about theAffordable Care Act shortly after it passed," says Stevenson, vicepresident, employee benefits, for the Earl Bacon Agency inTallahassee, Florida. "The president of the organization pulled measide beforehand and said, 'I want you to know we have a lot ofDemocrats here, so please be sensitive to that.'

"I laughed and told him, 'At the end of my presentation, Ichallenge you to tell me which party I'm registered with.' Ireceived more compliments out of that engagement than most I'vedone. All I did was lay out the facts."

Related: How to talk politics and policy withclients 

Not everyone, however, handles these situations with this muchdiplomacy. Recent elections have shown that the country is dividednearly 50/50 over many political figures and hot-button issues.Every broker at some point must deal with clients who not onlydisagree with them politically, but often do so belligerently.

With the 2020 election year just around the corner, severalbrokers from across the nation shared their insights into managingpolitical discussions and how to keep politics from interferingwith sound recommendations:

Here is what they have to say about politics and business.

Are you seeing increased political polarization and rhetoric inyour client relationships? Has it ever created problems or is itsomething you have been able to manage?

Suzy Alberts: "The political polarization ofour country definitely flows into the workplace and into our clientrelationships. It is important to watch for signals of a client'spolitical leanings before taking a position. I am alwaysrespectful, even when my opinions are different. But I also thinkit is OK to have a respectful conversation about how and why myopinion may differ. Most people have a very narrow view, whichinforms their opinions. My goal is to broaden their perspectivewith information and facts. If I sense someone is digging in, Ilook for ways to redirect the conversation."

Emily Bremer: "That is certainly true. Whetheryou are connecting with friends on Facebook or talking to clientsin a business setting, you cannot avoid the highly charged andpolarized political climate in which we currently find ourselves. Ithink having both awareness of this issue and respect for the viewsof others is key in managing the political minefield. Our clientsrun the full spectrum from far left to far right and everything inbetween. But at the end of the day, they aren't coming to us forour political views. They are coming to us for help with one of thebiggest costs they bear as a business. When we address that needfirst, solutions drive the politics and not the other wayaround."

Eric Kohlsdorf: "In most cases, political viewsare not something I talk about with clients. If they bringsomething up that is politically motivated, I usually steer clearunless it has something to do with health care financing; and I'venever lost a client over a political divide. Saying that, I bring aperspective to the table as a diabetic, a utilizer of the systemand as a business owner trying to manage budgets. So I think myclients appreciate what I bring, regardless of our politicalviewpoints."

Ken Stevenson: "When working with businessowners, you are dealing with strong-minded individuals, becausethat's what it takes to own a business. And many have very strongpolitical opinions. It's never been a problem for me. Politics tendto be very emotional. I stick to the facts and stay clear ofemotions. When the ACA passed, I made it my mission to educatebusiness owners on the ACA and how it could affect them. I simplylaid out the facts, told them their responsibilities and let themmake their own conclusions."

Debbie Stocks: "I see this sometimes withclients, though not as frequently as we see it in the media. Itypically manage political polarization by keeping my focus on mypurpose: to help employers attract and retain quality employees byoffering a competitive benefits package. When I see that a clientis very passionate (for or against) health care law, health carereform, or other political issues, I remain objective and seek toeducate the client regarding the law, rules and regulations. Ioften say, `It's my job to let you know what is required and wherethe opportunities lie. It's your job to decide how you will utilizethis information. We may not like any or all of the law; but, weshould work to provide the benefits package that is best for youand your employees.'"

Scott Wham: "While I agree that the intensityof the rhetoric around health policy has intensified nationally inrecent years, I've experienced an inverse phenomenon at the clientlevel. When I entered the industry seven years ago, the ACAfast-tracked consultations into a discussion ripe for politicalopinion. I think this was likely due to the fact that the ACA had adirect impact on the bottom line for all businesses.

"Whether in agreement with the provisions or not, there was ashared acknowledgment that the ACA changed budgets, revenue andoutlays. My consultations benefited from a shared agreement on thisfact, and at times, clients would share their direct opinions.Today, there's more of an awareness in the room that politicalpolarization exists—that the possibility of disagreement is likely.Most people seem to know that the wrong presumption can havesignificant consequences on a professional relationship. I sense aheightened awareness that the topic should be avoided."

(Image byChris Nicholls)

What are some practical ways for brokers to steer conversationsaway from hot-button political issues? Or if they do engage inconversation, how can they do so gracefully?

Bremer: "In 2014, I had the opportunity toattend the launch of the SHOP exchange at the White House. An oldfriend of mine who had been to the White House several times forwork in the past gave me two great pieces of advice that I haveadhered to ever since. He said, `Stick to logistics and only talkabout what you really know.' I find that when politics comes up,clients more often than not want to vent and be heard more thanthey are looking to hear what I have to say. I try to listen andunderstand their point of view, and keep my input squarely in theframe of what is logistically possible within the current laws andregulations, and only comment on what I can speak to withconfidence."

Kohlsdorf: "Certainly political polarization isprevalent in health care, and our industry has been thrust into thepolitical forefront with the passing of the ACA. If and when myclients bring these political issues up, I address them with thefacts of the law and stay away from political leanings. Forexample, Medicare for All or the public option is a big topic now.Regardless of the side of the aisle on which you sit, it affectsyour opinion. I address how these options will affect the privatesystem that nearly 70 percent of Americans use today. The answeremphasizes the cost, which is obviously the biggest issue in healthcare. Our conversations usually end with my clients asking, `Whatis the answer, then?' which always circles back to the cost of careand the layering of more and more regulations, both state andnational, that impact only a portion of the population but increasethe costs for everyone."

Stevenson: "Don't steer away. The owner hasconcerns, and they need to be heard. If he or she doesn't talk themthrough with you, they will with someone else. Trust me, I havegotten plenty of new clients because a competitor told them, 'Don'tworry, the ACA will get repealed.' My strategy was to educate andprepare clients for either outcome. Business owners want to beprepared, not ignored."

Stocks: "Remain objective. Discuss the rules,regulations and opportunities for the clients. There is almostalways something positive he or she can use to help the business.Sometimes, but rarely, a potential client is passionate on an issueand wants my total agreement with his or her opinions. Some can bevery argumentative. I can think of a case or two where I've had toexcuse myself as a potential broker. I just did not want to engagein political debates and arguments."

Wham: "First and foremost, I start with anagenda. It's basic, but it does a great deal in the way ofdirecting the conversation away from hot-button topics. I never aimto engage, but I would point out that there are times whenpolarized topics might assist in understanding the client view. Asan example, in 2017, you couldn't discuss benefits withoutaddressing the likelihood of success of the ACA repeal efforts.Most industry experts knew the probability of repealing the ACA wasvery low, but some media coverage pushed a different view. As aconsultant, I had to acknowledge the client view while ensuringthat I did not provide a false sense of security that the measureswould pass. It brought me close to the flame, but sticking todispassionate facts tended to serve me well. Plus, there's always,`Let's get back to the agenda.'"

Alberts: "Because of my membership in NAHU, Ican bring facts and details into the conversation, which arehelpful to broaden their perspective. Many people don't understandthe `why' behind many issues. My goal is to give them details thatbroaden their understanding. Sometimes, however, you have to agreeto disagree. I am married to a Canadian and lived in Ontario forthe first 12 years of our marriage, but still worked in Michigan.During those years, I observed a lot of issues with universalhealth care. People `fall through the cracks' in Canada fordifferent reasons. I try to bring those experiences intoconversations to help people understand that there is no perfectsystem. There are limitations in the Ontario Health Insurance Planthat most Americans don't know exist. And clearly, health care isnot free in either country."

Can personal political views cloud good judgment on clientrecommendations? How can brokers avoid allowing personal biases tointerfere with sound business practices?

Kohlsdorf: "Everyone, even those who suggestotherwise, has political views. I would absolutely say personalviews, political or not, can cloud good judgment. However, inbusiness, successful people can separate the two. In our industry,successful agents, brokers and consultants spend time understandingtheir clients' concerns and need, not assuming what they need. Whenyou understand a client's concerns, you can work together onsolutions and address them from a business perspective rather thana personal political bias. If you can't separate the two, my guesswould be that client will soon become a prospect again."

Stevenson: "Yes it can! I missed a speakingengagement due to illness and had another broker fill in.Afterwards, I heard from several people who attended and said theyfelt they were listening to Fox News. My substitute gave heropinions and trashed the ACA. It turned everyone off!"

Stocks: "Yes. I saw this happen many times justafter ACA passed. Unfortunately, many brokers expected the law tofail and did not educate themselves regarding the implementation ofthe law. By standing with complete obstinance against the law, manylost clients. Our clients needed us in the early days to guide themthrough the rules and regulations of the ACA. Most clients werefearful and confused. I was able to grow my business exponentiallyfrom 2011 through 2015 by walking new clients through the ACA rulesand regulations. Once we completed that understanding, they wereopen to working with my agency for their benefits package."

Wham: "I don't typically encounter this in thefield. The market is far too competitive to ignore the client'sbest interests in pursuit of fulfilling one's own politicalmanifesto. The best consultants are self-aware and focused onclient needs. Furthermore, the best consultants tend to haveextensive training, supportive management and seek to continuallylearn about health care advances, which helps reduce the likelihoodof irrational passions infiltrating client recommendations. Isincerely believe that the more one learns about their industry,the more dispassionate they become when providing advice."

Alberts: "It is always important to step awayand assess what is best for the client. A truly independent brokerwill always look for the solution that is best for the client,rather than for themselves.

"In the early days of the ACA, I suggested to several smallbusinesses that they should give up their group plan and allowtheir employees to go to the marketplace. I am not certified tosell on the marketplace, so I brought in another broker to assistthem. There was nothing in it for me, but it was definitely rightfor the business. In the process, I lost a client but helpeduninsured employees get the coverage they needed, some with majorsubsidies. Ethical agents will always help clients find what's bestfor the client and their employees."

Bremer: "If a broker is putting the needs ofthe client first, personal bias shouldn't get in the way. WheneverI make a recommendation to a client, I always take into account thebig picture. For example, a very healthy young group may seem likethe perfect candidate for self-funding on paper, but not if theypay their bills late and refuse to adhere to basic compliancerequirements. Politics are no different. It is important tochallenge your clients and help them see the benefits of somethingthat may be outside of their comfort zone so they don't miss out onan opportunity, but if they ultimately decide they don't want aparticular type of plan for personal or philosophical reasons,that's OK, too. Right or wrong, people rarely depend solely on costand logic for health plan decisions."

What advice would you give to other brokers for the upcomingelection year?

Stevenson: "We get so much misinformation closeto election time. I sometimes joke about it with clients. I evenhad a top-10 list of ridiculous claims. I've received emails thatwere recycled from eight years ago and they all have the sametheme: fear. It's no different from any other scam. If it startswith `You're not going to believe this, but….' then don't! It'samazing the amount of trust you can build with a client who knowsyou don't fall for everything. They appreciate a skeptic."

Stocks: "The most important point, I believe,is to remain focused on the job that I, as a broker and consultant,have been hired to do for my client. My opinions regarding healthcare reform and any other law are my issue. My client needs me tocompile an excellent, affordable benefits package to attract andretain employees so the business can grow. " Alberts: "I alwaysrespect the client's opinion and try to understand what is drivingit. As Simon Sinek says: `Find their why!' Only when I understandwhere they are coming from can I provide insight and facts that maysway their opinion. But sometimes, you have to respectfully agreeto disagree."

Bremer: "I think the real issue around brokersand politics is that not enough of them are stepping up to educatetheir legislators about what the real issues are and what will andwon't work in reality. NAHU does a tremendous job on the federallevel advocating for employers and individuals to make sure thatlegislation is drafted in the best way possible so it willultimately function in reality. The state chapters do the samething on their level. However, not enough brokers and agents feelthe need to get involved and support their industry's professionalassociation with this important work. We have too few doing thework for so many. Our clients and our peers have too much at staketo let legislators who don't have the depth of knowledge andexperience that we do get it wrong. It is imperative that everyonewho can engage does. It is time to get off the sidelines and get towork. Our clients and our country are depending on us."

Kohlsdorf: "I spend a lot of time at the statecapitol talking to legislators on both sides of the aisle abouthealth care issues. Understanding how each comes at an issue isextremely important to understand. This translates outside of thecapitol as well. Our industry is a highly regulated and politicizedenvironment. The more we can understand opposing views, the more wecan work together on a resolution. The more we understand ourclients' views, the more we can work together on the solution. Thisstarts by listening."

The bottom line

No one—whether client or broker—can fully separate theirpolitical opinions from their professional relationships. Perhapsthe best advice is to keep in mind the old adage:

The client may not always be right, but the client is always theclient.

"As brokers, we can educate and inform them, and as partners tryto guide them to solutions that meet as many of their goals aspossible," Bremer says. "I don't always agree with their decisions,but ultimately, they are the ones who have to live with them."

Read more: 

• The effect of politics on a brand'sreputation
• Political speech in the workplace: A privateemployer's guide
• Who's doing better, who isn't ahead of 2020election