Brokers need to know why and how to communicate. The next piece of the puzzle is knowing how to say it effectively. (Image: Chris Nicholls)

A few students can cram the night before finals and pass with flying colors. Studying regularly throughout the school year requires more discipline but is a much more reliable path to success.

The same is true for client communications. Regular, intentional interaction throughout the year is usually more effective than a flurry of contact right before open enrollment.

"We are taking steps to increase communication throughout the year instead of simply at the time of sale or enrollment, with the goal of striking the right balance of getting clients the information they need to make decisions or use their benefits without creating too much clutter," says Mona Zielke, senior vice president, employee benefits claims and operations, for Voya Financial in New York City. "In some cases, this does mean increasing communications. In others, it means taking a different approach. We work to be flexible so we can provide the unique experience each client prefers, as well as to adjust our approach based on feedback, outcomes or actions taken based on the communication."