Sales and marketing

Commentary: There’s no worse way to set your business up in the eyes of your clients than to call yourself a free service, says columnist Wendy Keneipp.

Commentary: By reframing and renaming these benefits, you can avoid any knee-jerk reaction to or bias against “voluntary benefits,” says columnist Nelson Griswold.

Commentary: Small things get big in a customer’s mind, and the next thing you know, the customer is gone — for good.

Commentary: Many benefit brokers live by the idea that face-to-face onsite service is the only way to provide quality service. Certainly that is one of the advantages a local broker has, being local. But times change, says HR Technology Advisors’ Joe Markland.

Success on Wall Street and buyer demand has created ‘a crazy marketplace right now.’

Of the five types of sales profiles, one sticks out as significantly more successful than the rest, but in order to emulate that success, advisers must change their habits.

Leverage the changing ways employees access and consume technology to improve benefits communications and “look like a rock star” to your clients.

Insurance company CEOs discuss the essential role of the broker and how they can make themselves stand out as new players enter the insurance space.

Commentary: Technology is easily duplicated. Even for those who excel at it, technology is not their greatest asset. Brand, marketing and service model make a company.

Commentary: In the popular Netflix series, the main character schemes his way to the pinnacle of power in Washington. Despite his despicable character, viewers cheering him along. But why? Columnist Nelson Griswold suggests a reason that is relevant to your business practice.

It’s not often a company finds itself in a market position where it has the flexibility and agility of a newcomer, along with a storied history that provides name recognition and a solid base of existing expertise. Global financial services giant AXA is in this sweet spot as it enters the U.S. employee benefit business for the first time.

Consumer expectations demand advisers establish an online presence, LIMRA research shows. Financial advisory firms are stepping up to meet the demand, and following 3 critical steps to achieve social media success.

Commentary: If you can’t articulate your marketing position clearly in two or three sentences, value-conscious prospects and clients certainly are not going to take the time to figure it out, says columnist Jack Kwicien.

Commentary: Additional benefits or coverages that adapt to an employer’s needs can create a niche offering that often can help employers think holistically about their employees’ financial future, says The Standard’s Breanna Scott.

Commentary: The quality of writing that appears on a brokerage’s website, newsletters and even social media needs to improve to represent the industry in a more client-centric, modern and sophisticated way, says Wendy Keneipp.

Commentary: Our minds tell us we’re on the right track, that we’ve got a winner. Unfortunately, we don’t even know we’ve been tricked and it all results in costly and embarrassing missed opportunities, says sales expert John Graham.

The decrease in compensation is negligible since the medical loss ratio took effect, study finds, but other industry organizations disagree.

There’s room to grow in the investment-only variable annuity space, and educated advisers are the key.

After two enrollment seasons under the Affordable Care Act's exchanges, the easily accessible and amenable are signed up for health care. With year three starting this fall, the task will be tougher to target the remaining uninsured, who are harder to reach. Who better to drive the message home, Washington state thinks, than brokers?

Commentary: The loyalty and bonds of the fire department can translate well into a successful insurance culture, says retired fire fighter, Colonial's Brian Summers.