Entertainment giants like Disney, Warner Brothers and Universal Pictures understand that while they may make a movie geared towards kids, that they have to think about the parents as well. After all, it’s the parents who have to bring their kids to the movies and stay with them. That’s why they include elements that even parents can enjoy.

Your job as a health insurance broker is similar. When you are standing before an employer group, you have to consider what this customer wants. You also have to understand their customers, employees, and their needs.  If you want to win and employer group, you must understand the perspectives of both the employer group and the employees they serve.

Therefore, keep these different views in mind as you make your pitch for a groups’ business:

What Employees Want

Comprehensive benefits. To feel valued. Provider choice.

Employees appreciate an attractive and comprehensive benefits package, and one which includes ancillary benefits, like dental and vision care. They want to feel valued in comparison to those in the same field; having an exceptional benefit package is one way employees can feel good about the compensation they are receiving at their job.

They also want a wide network of available providers. Most people don't like to change providers unless they have to.

What Employers Want

Attract best employees. Retain them.

Employers want to attract the best employees they can to their company and retain their top talent. The benefits they are willing to offer depends on the field they are in and how hard it is for them to find quality employees. If 200 people apply for a job and similar companies are offering more inexpensive benefit packages, then they may be able to do the same. If they are having a difficult time filling positions, however, guide them toward benefits with more “perks” such as more coverage, lower co-pays and voluntary benefits.

Most employers are concerned with their reputation, wanting to be known as a great place to work. This may give them added motivation to spend more on their benefit packages.

What Both Want

Best deal. their money’s worth. Broker support.

Both groups want the best deal possible. Since both employees and employers generally contribute financially to their benefits, they want to feel that they are getting their money's worth. Therefore, educating employers and their staff about the pros and cons of different plans is good for everyone. Then they understand what they are getting and can choose the plan that is best for them.

Employees and employers alike want great support from their broker and insurance companies. They want to be able to ask questions, receive answers, solve problems easily and experience great customer service in the process. 

How Can You Meet Both Groups’ Needs?

Your groups and their employees are looking for someone to help them navigate the health and dental benefits world. So, anticipate and be ready to answer questions from both.

Also, keep it simple. Don't wear employers and employees out with too many options; present a few that you think will work best for them and then have a few backup options if needed. And, do your homework on the company you are selling to. The more you know about their current and past benefits, and what works and doesn't work for them, the better you will be able to present plans that meet their needs.

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