It is important to dig deeply into the concerns that a busy human resources manager may have when contemplating the move into payroll-deduction benefits. A good way to attack is to find out what other broad issues are on the employer's mind.
When the voluntary benefits broker sits down with a small business client, the talk may go along these lines:
o "Budgets are squeezed tighter than a drum. How can I keep offering disability coverage–or dental?"
o "Sure, we can do voluntary. But how can I ever offer a package that will appeal to both my boomers nearing retirement and my new hires fresh out of college?"
o "By the way: I'm the company controller as well as the benefits manager. Who's going to manage whatever it is you're selling?"
Such responses are opportunities, not problems.
Voluntary benefits products not only can protect employees but also may address other issues small and midsized companies face today.
With creative thought backed by solid resources, the voluntary benefits broker becomes a consultant to the employer, with a sound program that can help meet many needs.
The first step: Probe the employer for the global issues that affect the entire enterprise. How is turnover? What about absenteeism? What financial issues do employees and their families face? What kind of internal management systems (staffing, software and so on) does the company have?
For instance, absenteeism is often a concern for the smaller employer, which has little staff to spare. Maybe one employee has a tooth infection and another just was diagnosed with oral cancer. The employer is faced with having to get by for days or weeks without their vital services.
The broker who is acting in the role of consultant can show how dental coverage can cut down on such absences.
Point out how even routine visits to a dentist are, in effect, a kind of medical checkup. The hygienist or dentist might spot a condition early that could prevent it from developing into a more serious problem.
You can bet the employer is also concerned with affordability, but that's only one consideration. The employer gains the benefits of a dental plan only if employees use it. For many people, that may hinge on whether the plan's network includes the dentist they want. So, be sure any dental plan you offer to the small business market combines affordability with superior coverage and a broad choice of providers.
