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During any stage of the sales process it’s the actor not the script! Execution. Presenting to the client. You have completed the first meeting. You have completed your initial analysis for the purpose of generating more questions. You have interviewed the client.

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Presentation Transcript
where are we
You have completed the first meeting.

You have completed your initial analysis for the purpose of generating more questions.

You have interviewed the client.

Now – you are preparing for your final meeting

Where are we?
collective wisdom
Section 5: Solutions & Sales Strategies Worksheet

You must bring forward the opportunities from Section 2 as well as the answers to the questions generated as requested in Sections 3 and 4.

Discuss and document the opportunity to help the client based on your interview and other empirical data you have.

What documents will you show the customer to prove your point? Be specific – provide copies if possible. For instance, if you find they do not have an ERISA-required wrap document, you may show them an article that explains the need for one and perhaps a sample plan.

Next you must explain the benefit and emotionally involve the client. Specifically, how will you make the client ecstatic about your new idea and simultaneously blame their current broker for not implementing or advising them of your idea, observation or comments earlier? End result: will they wonder what their current agent is doing???

You must come up with a non-insurance related analogy to make your point. How can you get them to relate to what you are saying? For example, let’s say your idea was to implement an HRA, self insure the deductible and implement a MERP. Your analogy may be, “If you reviewed your cell phone bill and found that you were paying for twice as many minutes as you were using, wouldn’t you select a new plan?” Of course they would, so next you would say, “Well, if you are paying for a $500 deductible and only 20% of your participants are going above this, should you select a new plan?”

You must come up with possible objections and how you will handle them. For example, utilizing the HRA example above, you might hear, “Well we do not want to take any risk!” Then you must formulate your answers.

Collective Wisdom
group feedback
What is the foundation for your pain?

What is your analogy?

How will you create desire?

What is one anticipated objection?

How will you use showmanship?

Group Feedback
features and principals
What type of solutions are we looking for?

How do we quantify the benefit?


How to we gain conviction

How do we make an impression


Concise and Succinct – ms. Georgia

What are the five steps

How do you create desire

Meat on the bone


What is most important after confidence

An example of tenacity


Walk through like at the airport and eliminates the possibility someone will get sick?

Features and principals
We are going to present the opportunties we gained from seeking to understand starting with the client’s own words. This is our foundation to create desire.

We must use analogies

What you don’t know you don’t know

We will not be surprised but the client will

We are going to show them the printout from our magical calculator

a broker can get a different price by



Identifying different options

A broker can get a different price by?
based on what you know you should choose a broker for their
Plan design ideas

Cost Containment initiatives



Long term strategy

All of the above

Based on what you know, you should choose a broker for their?
based on the last three slides what is best way to choose a broker
By understanding how they can help you


Case studies

Identifying value added services and expertise

Based on the last three slides what is best way to choose a broker?


  • Where the pain talks and bullshit walks.

Village of Johnson City

Presented by

Tim Thomas – Assistant Vice President of Employee Benefits

Jeff Wittig – Senior Vice President of Employee Benefits



  • The Problem
  • Analysis Recap
  • The Brown & Brown Advantage
  • Village of Johnson City Analysis and Solutions
  • Why Brown & Brown?
in what way do you review this information
In detail

A summary

Certain items

Just for viewing

In what way do you review this information


  • Summary of the Challenge and F&B’s
major drivers of rising costs
Major Drivers of Rising Costs

Where the premium dollars go…

Medical Benefits


Based on 2006 financial filing with the NYS DOI on aggregate premium revenue collected

by more than 20 insurers. Percentages have been rounded to the nearest whole number.

major cost drivers age
Major Cost Drivers: Age

Percentage of the Top Spenders by Age Group


The Empire State Data Center Population Estimate Program, accessed October 2007

major cost drivers cancer
Major Cost Drivers: Cancer
  • Cancer diagnoses per thousand members have risen 35% from 2001 to 2005
  • 80% of cancer patients have drug and chemotherapy costs that exceed $10,000 annually
  • 22% of cancer patients have drug and chemotherapy costs exceeding $50,000 annually
  • 9% of cancer patients have drug and chemotherapy costs exceeding $100,000 annually
  • These costs do not include other costs for office visits,
  • surgery, imaging, lab, etc...


Figures based on a blended average taking into account membership diagnoses from

Rochester HMO, CNY PPPO and Indemnity, Utica PPO and Indemnity and Univera HMO population

health spending consistently exceeds inflation
Health spending consistently exceeds inflation

Health care spending vs. inflation

Percentage change compared with the previous year


Source: Kaiser Family Foundation, using National Health Expenditure data from CMS


All of these Pressures Lead to an Unsustainable Trend


coverage among adults

(ages 20-64)


coverage among adults

(ages 20-64)


Source: U.S. Census Bureau


Collective Wisdom

How can we help?

setting up the final presentation
The Analysis

What did the customer say – worded as positively as possible.

What Documents did you review


“We only review our experience at renewal.” “We do not review during the policy term.”

We reviewed a copy of the last renewal.


Based on what the customer said and what we reviewed – what do we recommend?


What documents do we show the customer to back up or recommendations or claims?

From your strategy worksheet you use your plan to discuss your recommendations

Setting up the Final Presentation
  • What is the benefit to the customer? What is the financial value? What is the physic value? What is the ease of doing business value.
  • These can be verbalized or can be conveyed in any effort you want.
  • You have to make sure you have buy in and you should be reasonably conservative. Each benefit is another brick in building your case.

Wellness Support

Analysis Findings


  • Education tools to identify cost drivers and areas of focus
  • ZyWave internet resource
  • Strategic alliance with Wellness

Coaches and Wellness by Choice.

  • Dynamics
    • Premium incentives
    • Plan incentives
  • Soft Dynamics (Behavior Change)
    • Education
    • Coaching
  • Would like to implement wellness but not sure which areas to focus on.
  • Very interested in a program.


why do we sometimes ask questions before we make our point
To engage our prospect

To collect data for a survey

To get the prospect talking

To give us perspective

Why do we sometimes ask questions before we make our point?
how do you gain conviction from your client
Backing up claims


Through your relationship

Hard work


How do you gain conviction from your client?
this slide will only work relative to creating desire if
You are knowledgeable

You have wellness experience

You understand exactly what they have and have not done

They trust you

This slide will only work, relative to creating desire if ?

Case Study -Buffalo Board of Ed.

  • 2006 – 2007 plan years the Buffalo Board of Ed. transitioned from three carriers to one and left the community pooled products.
  • $32 million in savings over two year period and full access to plan data and streamlined administration.
  • The BBOE has over 7500 active and retired employees in over 40 plan variations.
  • Since the initial two year period we have helped the BBOE manage their plan to single digit increases including the ’09 -10 upcoming plan year.

Cost Strategies continued...

Analysis Findings


  • Claims analysis
    • To help identify cost drivers
    • To monitor high claimant activity
    • To develop cost containment initiatives
    • To prepare for collective bargaining
    • To support the budgeting process
  • FLRx reporting
    • Village of Johnson City’s drug profile
    • Available generic options
  • “Cost & percentage increase has gone up every year. It is a mystery why insurance has gone up so much. We do not believe our current broker has done their best to negotiate on the behalf of the village.”

How are claims trending?

What is driving claims costs?

How many high claimants?

How does this affect budget?

Inpatient Hospital Stays:

Research cause of increasing costs

Often due to large claimant (s) and not overall increased admissions (compare number of admissions to previous year)

Plan Design Changes

Implement or increase inpatient co-pay

Apply deductible to inpatient stays

Make sure there is incentive to use network provider

Make sure the plan includes pre-certification

Make sure the carrier has a utilization and case management program for non-routine care

Consider disease management

Behavior Modification

Implement Health Risk Assessment (HRA) to identify unknown high risk situations and possible large claims BEFORE they occur

Incorporate HRA with wellness program to keep healthy people healthy and work to improve high risk situations

Just identifying one possible large claim can save tens of thousands of future claim dollars

What if analysis

Whom is comfortable with bring up every aspect of why they should not buy?

How do you read people

Making sure

What is the next step?

How does that align with your qualification?

Understanding how you are leaving it – are you sure?

how do you create desire at your final presentation

Painting mental pictures

Being specific

Being Socratic

All of the above

How do you create desire at your final presentation?
why brown brown
Why Brown & Brown



  • Collective Wisdom of Benefits Team Nationwide
  • Sixth Largest broker in the world..
  • Carrier Relationships
  • Full & complete marketing of all plans
  • Self Insured and Fully Insured Experts
  • 3 Pronged service team-
    • Consultant, Marketing & Acct Mgt
  • Quarterly utilization visits
  • Valuable HR assistance
  • Employee Benefits Communication
  • Unlimited access to Account Manager
  • Could end relationship at any time if not satisfied
  • Decentralized- National resources w/ local execution
  • No additional cost to your company
  • Terminate your current broker
  • No perceived financial Benefit
  • Relationships – legacy relationship
  • Timing
  • Administrative
  • Change
  • P&C is with Brown & Brown.
  • All eggs in one basket
  • Me
  • Service Team
  • Current open claims
  • Market place reputation
  • Price
the most important thing in getting an order is to
Make sure your client will not give the incumbent a last look

Having the best price

Having the best program

Understand what the client is thinking

The most important thing in getting an order is to?
Engage the prospect in a new way of looking at things – We can’t do the same thing and except different results

Collect all information

Review information and finalize list of questions

Interview Client– Seek to understand

Garner opportunties from doc review and client interview – Collective wisdom – Magic calculator

Set up final presentation using the client’s own words as your foundation

Do not alienate the client – alienate “Bob” – your challenge!