The best thing advisers can do is bring a proactive strategy to the sales process, says Voluntary Adviser of the Year Eric Silverman.

SILVERMAN: My biggest challenge is making sure that brokers understand that when they ignore voluntary benefits, or as I like to call enhanced benefits, sure they’re missing out on revenue opportunities, but what they’re really missing out on is the opportunity to bring strategy to an area of the employee benefits package that just doesn’t exist.
Take a proud stance on telling their commercial accounts and their employer clients that they embrace voluntary benefits, they embrace enhanced space and that they want to bring to them a proactive strategy to do it proper.