Fast forward: How brokers' communication habits have changed
Benefits brokers share their best tips for communicating in and adapting to the virtual world.
Anyone out there?
It was not hard to adapt to digital communication initially, but the biggest challenge is maintaining engagement over time. Making sure employees attend the daily meetings and that they’re having meaningful interactions, even through the computer. Getting creative and hosting virtual happy hours, book clubs and keeping a “water cooler” meeting on the calendar if employees want to pop in to chat with their colleagues briefly at any point throughout the day.
When you can, turn your camera on for meetings! If I can’t see employees’ faces regularly, I wonder, are they still engaged? When I can see them, it lets me know they are. It’s easy to lose touch and get caught in your individual work, but for teams to remain successful, they should be communicating frequently about tasks and projects. Implement a project management tool, if necessary, to improve visibility and eliminate some of the manual processes.
Rachel Lyubovitzky, CEO, EverythingBenefits
Maintaining momentum
Is anyone else getting used to the virtual workplace? I am—and I don’t exactly hate it. I am reallocating the time I used to spend on in-person meetings and driving around D.C. to instead work on being more thorough and thoughtful. Yes, there is less momentum and energy around change, but I believe this is the easiest time to stand out. People are hungry for connection right now and it feels like advisors have slowed down their efforts. It’s easy to slow down when the world around you feels like it’s at a standstill, but this is the chance to lead companies forward during a challenging time.
There are a few “musts” for a virtual communication strategy: 1. Turn your camera on during virtual meetings. This is your opportunity to show energy and enthusiasm for the conversation. 2. Get a quality mic and camera. Nothing is worse than trying to hear through background noise. 3. Have meetings with purpose and an agenda. People do not have time for useless meetings.
Some “don’t’s”: 1. Do not multi-task during virtual meetings. It’s not productive and people can tell you’re not interested. 2. Do not forget about your Centers of Influence and network. Just because you can’t grab coffee or go to an event doesn’t mean you can’t catch up virtually. 3. Do not slack on marketing and sales. This is your chance to start a YouTube channel, a podcast, webinars, or a virtual networking group.
Jessica Du Bois, benefits consultant, Business Benefits Group
Spell it out
I have always preferred communication via email because you can be more thorough and succinct.
The biggest takeaway for me is to not use acronyms. Today, I received a note from a stop-loss underwriter stating, “You know this group has an HCC”? Really? I suspected it meant “high-cost claim,” but I went back to confirm. Communication lesson: Do everyone a favor and don’t assume they understand your acronyms!
Suzy K Johnson, agency leader and managing director at The Hilb Group Southeast/Employee Benefit Advisors of the Carolinas, LLC
Break it down
Since brokers come to us to help them engage what we call “hard to reach employees,” the challenges presented by the pandemic are not new to us—they’re just more immediate and intense. A lot of the solutions out there are designed for employees who work at a desk, use email daily, have access to high-speed Internet and speak English as their first language.
What is one to do to help employees for whom none of those conditions apply? We see brokers and employers trying to replicate the impact of their in-person presentations simply by recording those presentations. They create a PowerPoint (text-heavy, minimal graphics, LOTS of numbers), and ask to translate it and record the Spanish. The result (in either language) is an hour-long litany of data, without the benefit of in-person contact, that is about as engaging as watching paint dry. Please don’t do this.
We recommend instead delivering all the plan details in your booklet. Break down the information you would normally deliver into bite-sized chunks. Make these fun to watch. (Yup, I did say fun.) To be effective, digital material should be a different length, contain different content, and have a different delivery schedule from the material you are accustomed to delivering in person.
It is important to leverage site supervisors and technology. Employees who are not in the same building as their benefits manager (or do not speak the same language) will bring questions to the person at their site whom they perceive as an authority. Often they get responses that are not at all helpful, and sometimes outright damaging—and brokers and employers rarely realize this is happening. As to technology, each group is different, but it is rarely a good idea to expect tech-challenged employees (especially Spanish speakers) to learn a new app that was built for English speakers in order to access their benefits information and enroll. Instead, look at what employees are currently using and feel comfortable with. A lot can be accomplished just with texting.
Think like a salesperson. Meet employees where they are, create communication that will resonate with them, using their language and a format they are comfortable with. It is challenging, and it may be an investment, but you’ll get increased participation, happier clients, and more optimal plan utilization, which generates an ROI.
Melissa Burkhart, president, Futuro Sólido USA
Oh, the humanity!
When the pandemic began, I was truly concerned about how communicating digitally would impact my connection with clients and prospects. I was nervous that the care and drive I feel towards solving problems would not be translated effectively through the phone or a video call. I am happy to say I could not have been more wrong! This experience has taught me that connection comes in many forms, and if I am willing to adapt, I can actually impact many more businesses than before.
I am surprised to say that my virtual communication style is slightly less formal but warmer in nature. When I am meeting prospects/clients via Zoom, it is a totally different experience from when we met in their offices. I’ve had the pleasure of meeting many furry co-workers and even children on calls. I now introduce my Chief Complaint Officer (my dog, Copious) on almost every call! This has allowed the conversations to start with laughter.
Use this new era of communication to maximize connection and be human! I share the challenges of COVID-19 and what I have learned running a business with the owners I speak with. It not only shows that I understand their world, but that I will bring that honesty and mindset to our business dealings.
Take advantage of the global mindset shift and adapt! Make necessary changes to your business model now to ensure success this year and beyond. Once you get through the initial shock of change, scaling your impact is easier than ever.
Don’t get stuck in the mindset that businesses are not willing to make changes during the pandemic. Work on yourself, your benefits strategy and knowledge, then present yourself as their expert ally in this new world. Much of what we do is a transfer of confidence; do the work so you have the confidence to make lasting impacts on businesses when they need it most.
Chelsea M. Whalley, employee benefits consultant, COO, partner, J Donovan Financial
New world, old-school methods
In this digital world, I have learned the importance of stepping outside of digital communications. In my own role, I have been overwhelmed by all the data being communicated electronically. While there is great information being shared, it is just too much and I have grown tired of reading it via mass email communications. In this world of COVID and technology, I think the personalized element is often missing. I try to pick up the phone to engage with my team and clients individually. Perhaps this labels me as “old school,” but I’ve found these engagements more productive and enjoyable.
When I have important information that needs to be communicated through writing, I often send tailored emails to clients individually rather than relying on blanketed corporate communications. Sure, I am losing some productivity, but I’ve found better levels of engagement and frankly, I just enjoy the genuine nature of it.
With regard to my internal team, I really miss seeing everyone in person every day. We have routine virtual team meetings through the week but that is for business. We are a sweet group and I have to credit them for doing an amazing job remaining close with one another. Not a week goes by where there is not at least one or two happy hours conducted via Zoom. What has been really cool is we have really gotten to experience life together. Husbands, wives and children will often join our virtual team events. Getting to see everyone and their families in their home environment has been really neat.
Cary Goss, principal, Clarus Benefits Group
On the road again
Remember back in the day, you know, like six months ago or so, when business professionals would schedule, make and take calls while driving to and from appointments? Well, I’ve turned that good use of “windshield time” into my newfound passion for daily exercise. Every appointment I schedule, make or take with clients and prospects is based around my outdoor and indoor walking schedule.
Does the appointment have to be on video? Dare I ask if it can be an “old-fashioned” telephone call? I schedule those I know will be via the phone for when I’m on my walk. I tend to schedule prospect calls while I’m in my office and schedule existing client calls while I’m walking since everyone already knows my new love of health and fitness!
Eric Silverman, founder, Voluntary Disruption
Back to basics
Now that 100% of our client and prospect meetings are virtual, we had to think about how to make a strong first impression and appear professional, even if pants are optional. Get into the same headspace as though the virtual meeting you’re attending is in person.
I used to have a sales manager who told us, “People can hear you smile over the phone.” Now they can hear and see your smile. Make sure your camera is eye level. Nothing worse than having the camera pointed up your nostrils while you’re attempting to put your best foot forward. Invest in a microphone. While you don’t need to rush out and get a bunch of expensive new equipment, having clear, crisp audio will set you apart and help communicate more effectively. You can find some decent options for less than $50.
For our marketing efforts, we’ve gone back to basics. Everyone has been inundated with emails and webinar invites, so we did a mail campaign by sending out a hard copy white paper to connect with people using this “old-fashioned” medium. It’s a simple way to “zig” while everyone else is trying to “zag.”
Chris Wolpert, founder, Group Benefits Solutions
Camera-ready
It is fair to say I am a “people person.” I spend my fair share of time on the road meeting with brokers, consultants, prospective clients and strategic partners. The pandemic has challenged me to be creative in maintaining meaningful interactions.
I am grateful for the ability to navigate the changes necessary to safeguard my health and the health of others. The most significant impact has been on face-to-face interactions, which have now gone web-based. Any opportunity I have to interact via webcam, I do. It is the bridge we have from being on the “other end of the line” to an in-person connection.
Each of us may be adjusting to the changes in our own way, but we share something important. We have the opportunity to spread positive energy through our interactions with others—from those we are fortunate to spend time with at home, to interactions in our companies and beyond. People may not remember what you say, but they do remember how you made them feel. I remain committed to maintaining meaningful interactions, however they may look, for the benefit of my circles, both personally and professionally.
Corey Biscoglia, director, business development, BeneCard PBF
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