Nothing breaks the ice like breaking bread together but regardless of where the discussion takes place, the broker as advisor begins to learn the client's specific issues and concerns. Many brokers have found lunch with their HR client to be an awkward experience. An excellent opening gambit is to introduce this list of Typical Top 10 Benefit Issues (in no particular order):

1. Controlling health costs
2. Tracking employee and dependant eligibility
3. Employee retention & recruitment
4. Benefit communications
5. Open enrollment issues (e.g., paper apps, multiple agents)
6. Answering routine questions
7. Billing and reporting issues
8. Perpetual enrollment (enrolling new hires)
9. Poor plan participation
10. Problems with self-service, online enrollment

The broker can start the dialogue by asking for the client's opinion and reaction to the list. Does it conform to the client's experience? What issues are at the top of the client's own list? What issue(s) are the most troublesome?