Search
 

Dear benefits broker: Sell stories, not products

Switching one insurance carrier for another isn't solving your client's problem. You are merely selling your clients product which is the health-insurance equivalent of re-arranging the deck chairs on the Titanic.

By Andy Neary | Updated on August 18, 2017
As a benefits broker, you are either part of the problem or part of the solution.

Starbucks is known for selling coffee. Last year saw the java behemoth top $5.7 billion in net revenue, and with over 25,000 stores in 75 countries, it’s hard to drive a city block in most American cities without passing a Starbucks location.

However, if you ask former CEO Howard Schultz about the company he took from rags to riches, he’d tell you that Starbucks doesn’t sell coffee. No, in the words of Mr. Schultz, Starbucks sells “a third place between work and home.” Coffee just happens to be the vehicle that connects the consumer with the experience, and it’s the Starbucks baristas who play out Schultz’s vision by creating a unique experience for the millions worldwide in need of a caffeine fix.

Complete your profile to continue reading and get FREE access to BenefitsPRO.com, part of your ALM digital membership.

Your access to unlimited BenefitsPRO.com content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical BenefitsPRO.com information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and BenefitsPRO.com events.
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com

Already have an account?

NOT FOR REPRINT

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from www.copyright.com. All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.

Recommended Stories

BenefitsPRO Broker Expo 2025 (BPRO)Event

The premier educational and networking event for employee benefits brokers and agents.

Get More Information
 

BenefitsPRO Broker Expo 2025 (BPRO)Event

The premier educational and networking event for employee benefits brokers and agents.

Get More Information
 

BenefitsPRO

Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join BenefitsPRO.com now!

  • Unlimited access to BenefitsPRO.com - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including ThinkAdvisor.com and Law.com
  • Exclusive discounts on BenefitsPRO.com and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2024 ALM Global, LLC. All Rights Reserved.