Damaged cases hurt those who need the coverage.

Damaged cases hurt the carrier. A product priced for 20 percent but yielding only 3 percent is a major problem.

How does a broker avoid damaged cases? Successful producers will tell you there are four steps.

First, have a participation goal that benefits all parties. “Good” participation varies by product and enrollment process. If you need help setting a goal, talk to your partners.

Second, know how to reach that goal. Successful implementations involve a mix of marketing, sales, education, and presentation steps. Again, they vary by product and process, but they aren't mysterious and there are hundreds of articles on tips and suggestions for excellent implementations.

Third, sell it early and often. Those implementation steps are as much a part of your sale as is the product. You are an excellent salesperson or you wouldn't be reading this. But for voluntary, you may not have been selling the right things. Make your client a full partner in achieving the participation goals.

The fourth (and most difficult) step: if you can't get there, walk away. A successful broker told us he turns down 50 percent of the cases for this reason. But he also said that more than half of those he turns down ultimately come back and agree to an appropriate implementation plan.

Some brokers consistently average 30 percent or more participation, while others struggle to reach 5 percent. And if they are in the same size market, the second broker needs to sell six times as many cases to reach the same number of new enrollees. Guess which one earns more, does a better job for her clients, and is truly partnering with her carriers? Sometimes, not taking every opportunity is the right answer. No wonder it's a virtue.