How to Help Clients Identify Their Employee Benefits Needs

Designing the right employee benefits plan is part art, part science, and part asking the right questions. Part of your role as an agent is to help your clients strike the right balance between value, cost and employee satisfaction.

That balance differs from client to client, but the process for getting there is the same. It starts with good communication—an open exchange of questions, answers, and ideas.

At its heart, it’s a collaborative process that not only results in a meaningful employee benefit plan, but an enduring client relationship. Because the better you know your clients, the better you can serve them.

Laying the Groundwork for Fruitful Conversations

Every client interaction is an opportunity to earn their trust. Be responsive. Deliver great service. Go above and beyond when explaining coverages and processes. And once you earn the opportunity to have that employee benefits discussion, use these strategies to make the most of it.

Ask open‑ended questions—no “yes” or “no” questions—to get a dialogue going.
Be prepared. Write your questions down, so you won’t overlook anything in the moment.
Listen closely and take notes: it shows you care, and you’ll find them invaluable later.
Let clients take the conversation off‑script; sometimes, you uncover key information that way.
Repeat key takeaways back to your client, building consensus.
Define what will happen next and when. Agree on what the next steps will be, such as you providing a proposal by an achievable date.

Questions for Surfacing Employee Benefit Needs

Here’s the minimum you’ll want to cover during the discovery conversations. While most of these questions are directed to clients, chances are, you’ll have a few questions for PALIG, too.

What’s the Client’s Objective? Does the client view their employee benefits program as a recruiting tool? Retention tool? A business necessity—or a nice thing to do for employees they truly care about? This helps you understand what they want and why.
What Are the Workforce Demographics? People tend to prize different benefits at different ages and life stages, so, it’s important to know the employees’ profiles. For example, older workers might want more robust life insurance options, while employees with children might prioritize a competitive family health insurance plan. If some employees have health conditions, that’s good to know, too.
Are There Any Business‑Specific Risks? Some industries are inherently riskier to work in than others, which can impact the way companies view their benefits. For example, a manufacturer might be more focused on accident coverage, while a sole proprietorship may need key person insurance.
What Do the Employees Say? When it comes to benefits, many employees have well‑defined preferences. Encourage your client to learn what they are, either by conducting a survey or holding a few team meetings. Employees may not get everything on their wish list right away, but they’ll appreciate being asked.
What’s the Budget? The best way to set realistic expectations is to know the company’s benefit budget upfront. Learn what you can about the company’s finances and cash flow, working with your client to determine what it considers reasonable and affordable.
Are There Legal/Compliance Requirements? Every country generally has requirements governing group insurance. Sometimes, they’re industry‑specific. Make sure you’re up to speed on these, and ask your client, too. Often, employers in highly regulated industries are aware of them, but don’t take it for granted that they do.
Which Benefits Are Top Priority? Chances are, your client is interested in multiple benefits. But it’s not always feasible to implement them all at once, especially for SME clients. Ask your client to identify their must‑haves and nice‑to‑haves, so you can construct a plan or timeline for growing their benefit package over time.
What’s Employee Turnover Look Like? You may not immediately think to ask about the employer’s turnover rates, but benefits do impact retention. If a company has persistent high turnover, it may be a signal that the current package isn’t satisfying employees. The good news is: that’s a problem you can help fix.
Ask the Experts: Any Recommendations? You’re not in this alone. PALIG has decades of experience in employee benefits. We know what works for different size groups and types of employers, even in specific industries. Don’t be afraid to for suggestion. We’ll help ensure that your clients get what they need and want.

Keep in mind: businesses are constantly changing and growing, and so are their employee benefits needs. Be ready to conduct this discovery process at regular intervals. Not only will you help your clients keep their employee benefits plans competitive, you’ll establish yourself as their trusted insurance advisor.