During a recent lunch with an industry professional, we both spoke wistfully about the good ol' days when agents and brokers actually sold products and services based on need. I'm sure if an industry newcomer heard us, they'd roll their eyes at us old farts.
But think about it. When the ACA was being hotly debated, there was a very strong sense that ye olde agent and broker weren't important to the process. Just go to healthcare.gov and sign up. Easy!
Now, we all know that was ignorant, and the president himself has said as much in recent months. I wonder how people who pass laws that impact our lives didn't realize how important we are to the process. They don't buy insurance like the real world. What do they know? Fair enough, but I think it's more than that. I think it's because somewhere along the way, we became order takers.
Everybody wants the cheapest premiums for major medical. Your voluntary carrier is advertising their newest DI product, so that's what people ask for. It's easy to give them what they want without taking the time to find out if it's really what they need.
I'm a fan of benefits communication programs, but in many ways, I think they help devalue your role in the process.
My wife gets a Diet Coke at McDonald's every day. I sometimes find myself in the drive-thru lane getting it for her. The person who takes my order doesn't provide a unique service. If there was an interactive menu that allowed me to select items and swipe my card, I would order that way, and just “pull around to the second window.” The human order taker provides little real value to the transaction.
In fact, I just bought movie tickets on Fandango and haven't placed a call to Papa John's in years. I just click on the app and I'm done. No humans necessary.
When you and I become the order takers, we devalue our role. No one needs an order taker, but everyone needs a professional who consults, guides, and helps them make the best decision.
When it comes to my family's security, I not only need a guide, I pray that guide knows their stuff. An app isn't much good to me.
Our challenge is to step up and take the role of professional. Instead of simply signing someone up because they saw a commercial, let's ask questions and find out what they need. It not only serves your client and their employees, it makes you immeasurably valuable to them for years to come.
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