The Importance of Strong Business Relationships

2/3/2012 11:41:45 AM

    The month of February generates a lot of talk about the importance of relationships. An EAP's bond with a consultant/broker is one of the most valuable to the organization. A strong connection generally means increased revenue for the EAP. However, the bidding process can often seem a lot like a dating game. EAPs sometimes receive numerous requests for proposals, but few engagements.

    However, you can increase your number of winning bids by developing a strong relationship with a broker. Demonstrating how your EAP can save their client time, money and improve employee performance will make them fall in love with your business. I have spoken with several brokers/consultants who have shared some of the traits of their preferred EAP vendors.

    They include:

• An easy and familiar process;
• A good bargain for their client rather than just a low price;
• Quality and expertise to offer their client;
• Experience coordinating with large health care and insurance organizations;
• Little to no complaints;
• Quick responses; and
• One point of contact.

    Health care is expensive for employers, and brokers/consultants are responsible for helping their clients reduce costs. They often look for individuals who can provide:

• Active management of chronic conditions, and improved health and wellness;
• Improved employee productivity and satisfaction;
• Focused health care programs that address the specific health-related needs of the specific organization's workforce;
• Reduced costs related to health care, disability, absenteeism, and "presenteeism";
• Consumer programs that address the needs of the sprecific organization's workforce--consequently resulting in high participation rates;
• Pharmacy cost savings;
• Increased employee understanding of the value of heallth care benefit and culture of wellness; and
• Reduced hospitalizations.

    Gaining a firm understanding of a consultant/broker's needs will assist you in the way you represent your EAP services and approach the market. Listed below are the suggested steps in selling to the broker/consultant community. The most critical action is determining your most desired brokers/consultants.

    Step 1: Identify the 10-15 companies you want to win this year.

    Step 2: Call a benefits or human resources director at each company and ask if they work with a consultant or broker. While you have them on the phone, ask if they have an EAP and if they do, when it comes up for renewal.

    Step 3: Make contact with the idenfitied broker/consultant and tell them the name of your contact from "ABC Company" gave you their name. It is important to work with the broker/consultant instead of going around them.

    Step 4: Ask to meet with the consultant to discuss your services. The key to this appointment is to identify what their goal for this client is. This is the time for you to differentiate yourself. Discuss how you can customize certain aspects of your services to meet each client's needs such as training topics, CISD, management consultations, and a wellness program. The key is only to discuss the aspects of your organization that will make a difference in their client's world.

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By Shelley K. Plemons

Employee Assistance Report