MAGNIFY THE PROBLEM WITH YOUR CLIENT'S BENEFIT PLANS
How do you introduce new services to your clients?
Your client is never eager to hear about another product. They don't want to take time to hear about another product. And they don't have money for another product. Stop taking them products.
BUT, your client always has time, interest and money to solve their problems. So, don't shy away from talking about client problems. Even when the problems have to do with their benefit programs.
Problems should be your go-to conversation with all existing clients and (of course) prospects. Then get great at painting the picture of a better future. According to Forrester Research, we need to get great at helping clients solve their problems and envision a new future...
Let me give you one example.
I run across a lot of brokers who sell the features of telehealth (as a product) without emphasizing the strategy and breadth of issues it solves. Rather, I suggest you take it further with 3 steps to talk up the problem, then create an even more viable vision for the future:
1. State the FULL problem
"Insurance doesn't cover what it used to. You need to help your employees find new ways to get the right care at the right time. Let me show you a strategy and tools to solve the problem."
2. Explain a new vision of the future
Review the different levels of medical access and need:
In-Person Doctor Visit
Most people still think a doctor visit must be in-person. We’re annoyed by the cost and hassle, yet some medical conditions require it. However, up to 70% of visits can be handled in more convenient and less expensive ways...
Telehealth Phone/Video Visit
A telehealth visit with a general practitioner is a growing option for primary/acute care needs when a prescription may be in order. For more info, click here. But sometimes...
Doctors Online Consult
Many medical issues don’t require a prescription or even a live conversation with a physician. A doctors online service gives fast access via email to a range of specialists for advice, second opinions, peace of mind, etc. For more info, click here. This option won’t result in a prescription, but saves all those impersonal, inaccurate Google and WebMD searches.
3. Drop the magic transition statement
“Imagine your employees having access to all THREE options…”
Now that you've painted a viable and attractive picture, launch your strategy:
"Wouldn’t you feel more comfortable making some of the cutbacks you are forced to make in the medical plan knowing your employees had all this access?”
This works. Employers see telehealth as the strategy / solution to help them solve the problem of increased out of pocket costs. As a result of this approach, 90% of all our groups pay for the service for their employees.
But notice, it started with an insurance broker emphasizing to her client that there are problems with today's insurance coverage. Most brokers won't do this. So they don't get to solve a problem for their client. Be different! Talk up the problems...then solve them!