Selling health insurance to your Small Group and Large Group clients can sometimes be challenging. It becomes even more challenging in circumstances where the final decision is made by committee or multiple decision-makers.
We recommend you consider adopting one or more of these seven tips.
1. Identify Who Actually “Holds the Pen” Before You Pitch
Even when you are dealing with a group decision-making committee, not everyone in the room has an equal voice or veto power. There are sure to be “influencers” (like HR or Finance). There may be a “gatekeeper” (like a CPA or attorney who reviews forms). But it’s important to focus on the authorized “signer” so you’re not pitching to wrong person, which is a waste of their time – and yours.
2. Speak to Different Priorities in the Same Room
The owner or manager cares about total cost and predictability. Human Resources cares about employee satisfaction and the amount of work enrollment creates for them. A CFO cares about budget line items and multi-year forecasting. Craft your pitch to address all three without anyone feeling overlooked.
3. Send Materials Before the Meeting, Not During It
Often those included in a group discussion were not involved in early conversations. When you’re able to share a plan comparison (in an easy-to-read table) and/or written cost summary in advance, that means you’re not re-explaining basics in your live presentation. These materials also allow quieter stakeholders to form their own opinions before group think begins to kick in.
4. Watch for the Silent Decision-Maker
Sometimes the person who talks the least in your group meeting is the actual budget approver. Be aware of body language, who defers to whom, and who asks the “how much?” question last.
5. Use Group Dynamics to Your Advantage
When you understand how people interact, you’re able to build trust and guide the group toward your shared goals. Listen actively and pay close attention when each committee member speaks. Stay focused on your task and encourage open discussion and feedback.
6. Handle Disagreements Between Stakeholders Live
It’s likely you’ll encounter different points of view during your presentation. HR may want richer benefits, while the owner wants to reduce costs. Work out your script to stay neutral and reframe tension around tradeoffs. For example, you might say, “Here’s what richer benefits would cost versus what a leaner plan would save.” Focus on common ground, so it’s easier to reach a final decision.
7. Get a Single Point of Follow-Up, Not Four
A benefits committee can often stall a deal, especially if there’s no explicit assignment of next steps. Close your meeting by establishing a single point of contact who will follow up with you with an actionable, concrete close.
Contact your Word & Brown rep about how we can help you identify possible solutions to your clients’ goals. Our WBQuote platform delivers side-by-side plan comparisons for your discussions, too. Plus, we offer resources to streamline your enrollment once everyone is on board.
If you are not already working with us, it’s easy to get started. Register online today. Or contact Jim Pippins, Senior Director of Broker Success.
