The information contained in this tutorial is confidential and intended for the training and education of Colonial Life & Accident Insurance Company employees and benefit counselors (insurance representatives in WA) only. Colonial Life has not authorized any other use of this information. Do not give or show it to prospective insureds, employers of prospective insureds, other insurance carrier representatives, worksite marketing competitors, or anyone else not employed by or contracted with Colonial Life & Accident Insurance Company or other Unum Group business units.

How We Go to Market

WHEN We Measure Success

WHAT We Offer

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In this lesson, you will learn how we go to market - which is important to you

because you will see how all roles affect the sales process,

which means to you, that roles specialization can help ensure that accounts are opened, coordinated and enrolled in a consistent and successful manner

and the real benefit to you is that when you meet the enrollment goals of the decision maker along with your own goals, you will then be able to ask for a referral and the sale process comes full circle.

WHO We Target

HOW We Make It Happen

How We Go to Market

What’s Our Fit in the Voluntary Market?

• Pioneered payroll marketing in 1955– An original pioneer in the industry – Incorporated in 1939

• $1 billion company– Operations in 49 states and the District of Columbia– 70,000 accounts with over 3 million policies in force

• A distribution system of career benefit counselors across the United States

—Brokers account for 2/3 of Colonial Life premium

• Our value proposition: products, services, benefits communication, enrollment services

Flexible Enrollment

Options that save time and

money.

Only Through Colonial Life…

can you find

these benefit

solutions all

together in

one place.

Benefits Communication and Education

that helps each employee understand

and appreciate benefits available at

work.

Insurance Products

tailored to personal needs.

Excellent Delivery, Service Standards

and Reputation

How We Go to Market

We Consistently Deliver on Our Promise

Joe Opener

MaryCoordinator

SusieBenefits Counselor

Roles Specialization is the Key to Our Success

How We Go to Market

My roles-specialized sales team includes an opener, coordinator and benefit counselor.

Open new accounts, gather leads and identify potential groups

It All Begins with Me, Joe the “Opener”

Joe Opener

Libraries - Reference USA.com and other sites

People I know/Past relationships

Network with business associations

Community organizations

Brokers

Customer referrals

How We Go to Market

I Qualify the Lead then Set the Appointment• To qualify a lead, identify:

— Company name and current address— Name of the business owner— Phone number— Number of employees/whether they offer benefits

to their employees

• Call to set the appointment with the Decision Maker

• Use the recommended Leads Script― Predictable, repeatable and proven to work― Download from Propr; or

take the Prospecting Class

Joe Opener

How We Go to Market

Presenting to the Decision Maker• 20 Minute Appointment

― Decision Maker Presentation and Script― Benefits That Count Brochure (for small accounts)― Benefit Solutions That Count Brochure

(for large case accounts)― Discovery Form

Joe Opener

How We Go to Market

Decision Maker Presentation Video

Set these expectations with the decision maker because success depends on good working conditions!

I Negotiate Good Working Conditions

Joe Opener

Group Meetings

•Delivery of a consistent message to everyone•Helping employees understand and appreciate their benefit offerings

1-to-1s

•Being able to see each and every employee in a private setting•Discussing personal needs

Internet

•Internet connectivity to our online Harmony’s enrollment platform

Time

• Prep time before the enrollment

• 1-to-1 sessions• Time for reporting

after enrollment

Data

• Electronic employee census info

• Sharing data through our Secure File Transfer Tool

Enrollment Goals• Agree on

enrollment goals such as updating employee info, etc.

• Meet goals so youcan ask for a referral

How We Go to Market

It’s time to complete the paperwork!

…and, when the Decision Maker Says “Yes”

Joe Opener

— New Account Set-up Sheet

— Commission Set-up Sheet

— Flex Supplemental Form

— Section 125 App

— ER Contribution Form

How We Go to Market

I Conduct the Welcome Call

Joe Opener

1

2

3

4

My Welcome Call• Solidifies the relationship•Reduces billing errors•Creates a partnership•Makes us unique• Sets up the account’s:

― Billing Control Number (BCN)

― Commission Account Number (CAN)

― Premium Effective Date (PED)

― Coverage Effective Date (CED)

― Risk rating (if disability is offered)

How We Go to Market

Welcome Call Demonstration

After the Welcome Call…

MaryCoordinator

I hand off the account’s information to my coordinator, Mary

Joe Opener

The home office grants access to the

Harmony shell based on the names

identified for the Sales Contact and

Service Contact on the Commission

Account Set-up Sheet.

How We Go to Market

MaryCoordinator

Now It’s Time to Coordinate the Enrollment

• Contact the Plan Administrator to set-up or confirm dates and times for group meetings and 1-to-1 benefits counseling sessions

• Gather employee information (electronic census data)

• Create the enrollment guide

• Build packets and conduct pre-enrollment meetings with benefit counselors

• Sometimes attend group meetings

• Help determine the enrollment method

My primary responsibilities are to:

How We Go to Market

I Help Joe Choose the Right Enrollment Method

MaryCoordinator

How We Go to Market

We offer many enrollment options:

• Harmony® Enrollment System

• Agent Assisted

• Co-Browsing

• Call Center

• Self-Enroll

• Express Enroll

• Paper Applications

• Census Enroll

• Auto Enroll

• Connections

1-to-1 Agent Assisted

Call Center

Co-Browsing(requires virtual meeting

room)

Self-EnrollExpress Enroll

Paper Apps

Census Enroll

Connections

Auto Enroll

After I Confirm the Enrollment Method with Joe…

MaryCoordinator

Get Joe’s sign-off to continue

Add dates, times and locations to the Enrollment Guide

Meet with Susie to prepare for enrollment

To do:

How We Go to Market

It’s Time to Prepare to Enroll• Confirm my Harmony® access (Online/Offline)

• Download the database to my laptop (Offline only)

• Prepare the enrollment packets

• Check my equipment and enrollment resources

• Attend group meetings (if necessary) SusieBenefits

CounselorI always take advantage

of the working conditions Joe

negotiates so our enrollments are

successful!

How We Go to Market

Group Meeting Video

I take pride in helping each employee understand and appreciate the benefits available at work. To communicate the value of their benefits,

I use: • Employee Election Forms

• Benefit Statements

• Salary Illustration

SusieBenefits

Counselor

1-to-1 Benefits Counseling Sessions

How We Go to Market

1-to-1 Benefits Counseling Video

Wrapping up the Enrollment• Employee choices are quickly communicated and

delivered to the Plan Administrator

• Election forms and Harmony® data return reports are delivered through Secure File Transfer or by hand, to provide a ‘personal touch’

• Call to check on the first bill

Thanks for another

successful

enrollment!

How We Go to Market

How Do We Measure Success?• Post-enrollment surveys

• Benefits Counseling ‘Report Card”

• Post-enrollment/benefits counselor survey

• LIMRA Customer satisfaction survey

• Harmony enrollment reporting

How We Go to Market

ENROLLMENT TYPES• (15 mins) Colonial Life only • (30 mins) Core Communication and Colonial Life• (45 mins) Core Enrollment and Colonial Life

OpenerGATHER LEADS

• Reference USA• People you know• Past Relationships• Referrals• Networking• Business Association• Brokers

POST ENROLLMENT• Deliver Election Forms to Plan

Administrator• Call Plan Administrator when

1st bill is received

WELCOME CALL• BCN• CAN• PED/CED• Risk Rating• Colonial Connect Account

Activation

“YES!”Paperwork:• New Account Set-up Sheet• Flex Supplemental Form• Commission Set-up Sheet• Section 125 App• ER Contribution form –

online- (if applicable)

WORKING CONDITIONS• Meetings – Group, 1-to-1• Internet connectivity• Time to meet with employees• Room, table, chairs, electrical power

and privacy• Data – Census

SET ENROLLMENT GOALS

Create a common goal• Educate employees to understand and

appreciate employer benefits (get and keep good employees)

• Increase participation in CORE benefits

CALL TO SET THE APPOINTMENT

Benefits Counselor• Attend/conduct group meetings• Prepare for the enrollment• Conduct the 1-to-1 enrollment• Audit paperwork and submit business

Coordinator• Call P.A. to set dates & times• Gather data & build database• Build enrollment guide

BENEFITS COMMUNICATION

• Benefit Statement• Salary Illustration• Election Form

DECISION MAKER PRESENTATION“20 Minute Appt”

• Introductions• Discovery• Colonial Life Advantage• Next Steps• Value Added

ENROLLMENT METHODS• Harmony®• S.A.S.• Paper Apps

How We Go to Market

1. Gather leads2. Phone prospect3. Build the account 4. Make decision maker presentations5. All of the above

The Opener does not:

Lesson Quiz

1. The welcome call must be completed2. The New Account Information Form and the Commission Account Set-up

form is signed3. All New Account paperwork is completed, signed and faxed in to the New

Account Set-up department, the welcome call with the account representative is completed

What must be completed to ensure the shell is createdin the Harmony system?

Lesson Quiz

1. Verifying account information2. Creating the enrollment guide3. Scheduling the benefits counselors who will enroll the account4. Post-enrollment reporting5. All of the above 6. None of the above

The Coordinator is responsible for

Lesson Quiz

1. Gives the entire enrollment team direction and focus2. Shows the agents how much money they can earn3. Helps the benefit counselor enroll products4. Is a great reason to stop by the decision maker’s office after the

enrollment and ask for a referral5. 2 and 36. 1 and 4

What is the benefit of setting enrollment goals?

Lesson Quiz

1. The opener2. The coordinator3. The benefits counselor4. Your neighbor

Who submits business to the Home Office?

Lesson Quiz

1. The opener, because it is their account2. The coordinator, they have detailed knowledge of the benefits being

offered3. The benefits counselor, they will be the ones to conduct the One to One

meetings with the employees4. The whole enrollment team5. The situation is the boss and it may be different for each account

Who should conduct the Group Meeting?

Lesson Quiz