As a broker, you play an essential role for your clients: leading them to the benefit solutions that help them accomplish their short- and long-term goals. As you well know, to do that successfully, you need to become a student of your client, and that starts with asking the right questions. By asking your clients the right questions and learning their current challenges or desires, you can help them navigate the growing number of options and alternatives they have when it comes to health benefits, and guide them to a solution that fits best. In doing so, you'll help them achieve their priorities and provide a winning health benefits strategy that all parties will benefit from for years to come.

This approach has never been more important, as so many industries and workforces look drastically different than they did before the COVID-19 pandemic. As needs have changed for clients, it's well worth revisiting their current needs and challenges. Based on my experience in the industry and in the changing landscape of the past year, here are what I've come to find are the key questions to ask clients right now, and some of the important considerations you can lead them through.

Question 1: What are your biggest priorities when it comes to the overall experience?

The responses from clients can vary widely on this question. For some, it might be having a very low-cost health plan; for others, a very simple plan set-up that eliminates confusion for both the employee and employer might be a bigger priority. Whatever the priority, it will likely be shaped by past experiences — both positive and negative. The bottom line: Don't make assumptions about a client's priorities.