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June 28, 2001 at 08:00 PM
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Picture our hero, the worksite supplemental insurance producer: The new account is closed and the benefits enrollment is scheduled. Now its time to start working on the next big sale.
But wait. Instead of hitting the streets cold, we see our hero knocking again on the door of the account just closed. Because the truth is, the best way to get new business is by making the most of existing businessthrough increased penetration and additional sales.
This process starts the very first day, beginning with the way the producer and new customer view who the producer is and what he or she is there to do.
The producer and the insurance company he or she represents are no longer vendors. Theyve become an extension of the new clients often overworked and understaffed human resources department.
By adding value beyond simply selling products, the producer forges a lasting partnership with the client-employer, one that helps the employer meet the goal of attracting and retaining the best employees.
How does this happen? Here are some ideas to consider, if you are a producer.
Set expectations for success. There is almost nothing you can do thats more important at this stage than setting the proper expectations with the client. Then, make sure to deliver on those expectations. That not only avoids potential problems, but it also creates an atmosphere of trust and cooperation.
Go beyond the basics. Constantly assess whether you are delivering recognizable value in terms of communications, products and servicesand then go beyond those basics. For example, show employees the ways their employer is investing in them through the carriers products as well as other benefits.
And, while conducting the enrollment, you might help your employer-client by getting the most up-to-date contact information about the employees. (Youd be surprised at the number of employers who dont have the current addresses and phone numbers of their employees.)
