If you’ve ever addressed a large group of people, you know it can be difficult—if not impossible—to connect with everyone in the room. Look over the crowd and you’ll see people checking their smartphones, discussing the weather … the potential distractions are limitless.

So, when it comes to benefits enrollment, do group meetings work? Maybe, maybe not. While traditional group enrollment meetings are common, participation in voluntary plans industry wide could be better. Fundamentally, achieving higher participation is a tough nut to crack. That's why I’d like to take another look at one-on-one enrollment options and why they can be more effective when done right. Let's take a closer look.

As employers shift more of the cost of insurance to employees, enrollment in voluntary plans is an increasingly higher priority. But employees may encounter hurdles in making insurance choices. After all, insurance is complex and terminology can be foreign. People are looking for advice—and they don't want a sales pitch. They want specific, relevant details, not generic information geared toward the masses. People want simple.

One-on-one enrollment generates a better result for everyone involved: the employee, the employer and the advisor. Sure, it requires a larger investment of time and energy (though much of that can be ceded to the insurance carrier), but consider the benefits of the one-on-one enrollment experience:

  • It's a needs-based approach that can be personalized to the employee.

  • It can help the employee understand the type of insurance coverage needed, and how much.

  • The private, confidential setting allows the employee to ask questions specific to their situation.

  • Because of the trusted relationship that develops with the counselor, the employee will likely feel reassured and more confident about their choices.

  • The counselor can help the employee with forms and online enrollment.

  • One-on-one meetings have less of an impact on productivity compared to group meetings that stop production.

  • Because employees are given time to meet with a counselor, they develop a greater appreciation for their employer.

As an advisor, you benefit, as well. Enrollment counselors can fill a gap when you don't have the resources to deploy as enrollers. And if salaried counselors are utilized, employees feel less pressure to purchase insurance they don't need. The end result is higher satisfaction for both employers and employees, and you retain the full commission.

Do one-on-one enrollment meetings crack the nut in getting higher participation? The simple answer is yes. In my experience, typically 60 percent of employees buy some type of coverage through a one-on-one enrollment experience, compared with less than 50 percent from standard enrollment. That's significant. And, while it may only appear to be a small crack, it translates to higher commission levels and satisfied customers who come back to add other benefits over time.

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