2010...read Benefits Selling (looked through three or four of the past four issues).+ 86% of...

Media Kit2010

BenefitsSellingMag.com | 888-265-3616

T he employee benefits industry stands at a crossroads. While business is booming for most brokers –

despite the lingering economic malaise – employers and employees alike are suffering.

Change = Opportunity

Size + Demand = Market Opportunity

*Employee Benefits Research Institute Data

On one side, we face rising costs. On the other, the most intense regulatory scrutiny we’ve ever seen. In fact, some aspects of the business – particularly the consumer-driven niche – face outright extinction.

Like the employers they represent, brokers need information, guidance and insight. And it’s our mission at Benef its Selling to provide just that. When it comes to news, we cut through the misguided hype from the mainstream media to inform brokers about what’s really going on. When it comes to trends, we rely on the best industry research and experts to keep our readers ahead of their

competition. And when it comes to selling, we provide our readers with more sales strategies

than anyone else in the business.

Benef its Selling is expertly written for the brokers who have focused their practices

on selling into the employee benefits market. Benef its Selling offers

research, trends, and actionable tactics to help brokers and

agents analyze the dynamic products they are required

to sell in today’s world of group, core, voluntary

and consumer-driven health care.

The brokers and agents responsible for connecting employers and carriers carry the responsibility for making sure

70% of U.S. workers have the best benefits plans possible.

Employers spent

$1.5 trillion on employee benefit programs in 2007.*

**Publisher’s projection for the 2/10 issue as of 12/15/09.

New in 2010: circulation increase to 45,000 print

and 10,000 digital subscribers.**

As the industry leader, the editorial mission of Benefits Selling, Benefits Selling Expo and BenefitsSellingMag.com is to cut through the fluff to provide brokers with the best sales strategies, reveal upcoming trends and analyze the latest research in

order to be the most successful, customer-focused brokers in the business.

And brokers are responding to these efforts. In fact, 97% of subscribers trust Benefits Selling to provide accurate, relevant and effective employee benefits information, and 90% of subscribers consider Benefits Selling a “must-read” in keeping up with employee benefits trends and information.* This is no surprise, considering Benefits Selling’s expert editorial team.

Leading the way


* July 2009 Readex Research On Target Ad Study **Publisher’s projection for the 2/10 issue as of 12/15/09.

New in 2010 ■ Increase in circulation: Circulation will

increase to 45,000 print and 10,000

digital subscribers in 2010, providing you

with only subscribers that directly request

the magazine and sell employee benefits.**

■ More health care reform: Expect exhaustive

coverage — and opinion – on this vital,

ongoing debate.

■ Broader coverage: Expect to see expanded

editorial coverage, including hybrid

products, breakdowns of various plan

design strategies and more case studies.

■ New Broker on Record column: This new

column features a one-on-one chat with

a broker and reflects Benefits Selling’s

commitment to providing more peer to peer

content.

■ Increased coverage online:

BenefitsSellingMag.com will be a more

vital resource for news and analysis online

this year.

■ Consumer Driven Monthly eNewsletter:

Brokers will stay informed of the latest

regulatory threats, newest products and

sharpest insights with this eNewsletter.

Editor Denis StoreyStorey stepped in as editor of Benefits Selling in 2004. During his tenure, he has overseen the launch of Benefits Selling Expo, magazine redesigns and a successful weekly eNewsletter. He has reporting, editing and design experience in daily, weekly and monthly publications.

Managing Editor Jenny IvyIvy has been managing editor for six professional trade magazines, including Benefits Selling’s sister publications Boomer Market Advisor and Bank Advisor. Her writing has also been published in Skiing Magazine, Broker/Associate Magazine, Colorado Editor and the Greeley Tribune.

Life & Health Insurance Network Group Editor James GreenGreen is the former editor of Insurance Marketing magazine and the former publisher of Agent’s Sales Journal. Currently, he oversees all of the publications in Summit Business Media’s Life and Health network, which also include Agent’s Sales Journal, Life Insurance Selling, National Underwriter Life & Health, and Senior Market Advisor.

Industry-leading contributors


Benefits Selling, in person, in print and online, is filled with comprehensive coverage on the products

benefits brokers sell—delivered by more industry voices and recognized industry leaders than any other media platform. Every issue contains relevant sales editorial written by well-known leaders in the benefits industry.

Gil Lowerre & Bonnie Brazzell Gil Lowerre is the founder of Eastbridge Consulting

Group Inc, the leading consultancy specializing in

voluntary product and worksite marketing, as well as

research and consulting. Bonnie Brazzell is a leading

expert on worksite marketing of financial services

products for Eastbridge Consulting Group.

Marty Traynor With 40 years of industry experience,

Marty Traynor is vice president of

Voluntary Benefits, Mutual of Omaha.

Traynor has held key leadership

positions at several leading benefits

organizations.

Dan Norman Dan Norman is a sales performance expert

with more than 25 years of experience in

senior sales and general management

positions at Fortune 100 companies.

Norman’s experience encompasses all

sales channels.

James A. KleinJames A. Klein is an expert in employee

benefits policy matters. He is president of

the American Benefits Council, which

represents Fortune 500 companies

that sponsor or administer health and

retirement benefits.

Eric Johnson

Eric Johnson is a regional sales manager

for First Horizon Msaver and founder of

ComedyCE.com. Johnson is an active

NAHU member and was honored with

NAHU’s William G. Wetzel Award for

Excellence in Public Speaking.

CORE. VOVOVVOLULUUUNTNTTNTNTARARARARARY.Y.Y.Y. R R RETETETIRIREMEMENENNT.T.T.

( INSIDE —This year’s employer survey results )

never“Ourphones

ring”Good news,bad

y,

CaC n you hearrme now?Instead of cutting cooosts,smaybe it’s timime eeto reinvest in your benefi ts scoc mmuniccatioi n

While that might not sound glike a success story to you, y ythe lack of complaints is pmusic to OWEN WINGATE’S ears.

in

( Consumer Driven: Craig Keohan says it’s time to stop whining )

It’s the oldest industry cliché:the love-hate relationship between brokers and carriers. J. Todd Phillips has made it his mission to fi nally bridge the gap. And there’s a few things this unconventional sales pro can teach you.

(HINT: they’re on your side)

*

carriersthink?

Everwonderwhat

really

CCCOCCOCOCOCOCCOCOCOOOOOCOOOCOOCOOCOOOOCCCOOCOC RERRRR . VOOOOLULUUUUUNTNTNTNTNTNTNTNTNTNTTNNTNTNTARARARARARARARARARARARARARA Y.Y.YYY.Y.Y.Y.YY.YY.YYYY. R RRRR R RRRR R R R RRETETETETETETETETETETETETTETETTTTIRIRIRIRIRIRIRIRRRRIRIRIRIRIIRIRREEEEEEEEEEEEEEMEMEMEMMMEMMEMEMEMMMMMMEEEEEMMMEMMEEEEEEMMMEEMEEEEEMMMMEEEEEMMMMEEEEEEEMMEEEMEEEEEEEMEEMEEEMEMEEEEMEMEEEEEMMEEEEEEMMMMEEEMEMMMMEEMEEMEEEEEEEEMEEEMMEEE ENENENENENENENENENENENENENENNENENENNENENNNNENENENENENENNENEENEENNENEENNNENNNNNNENENNEENEENEENEENNEENNENENNNNNNEEEENNNNNNNNTTTTTT.TT.T.TTTTTTTTTTTTT.TTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTTT

( Consumer Driven: Craig Keohan says it’s time to stop whining )

It’s the oldest industry cliché:It’s the oldest industry cliché:the love-hate relationship between brokers and the love-hate relationship between brokers and carriers. carriers. J. Todd Phillips

mission to fi nally bridge the gap. And there’s a few mission to fi nally bridge the gap. And there’s a few things this unconventional sales pro can teach you.

things this unconventional sales pro can teach you.

(HINT: they’re on (HINT: they’re on (HINT:your side) they’re on your side) they’re on

CORE. VOLUNTARY. RETIREMENT.COCOCOCOOOCOCOCOOCOOORERERERERERERERERERERERRREE.. . VOVOVOVOVOVOOVVOVOVVOVOVOVOOVOVOLULULULULLUULULULULLULULUUNTNTNTNTNTNTNTNTNTNNTNNTNTNTNTARARARARARARARARARARARARARARARARRA YYYYYYYY.YYYY.YYY.YYYYY.Y RRRRR RR RRRRRRRRR R RRRRETETETETETETTEETETETETETETETETETEETIRIRIRIRIRIRRIIIRIRIIIRRIIREMEMEMEMEMEMEMEMMEMEMMEMEMEMEMEMENENENEENENENENENENENNENNENENNEEENTTTTT.TTTTTTTT.TTTTT.TTTTT

( Areeeeee yyyyyyyooooooouuuuuuuuuu uuuuuuuusssssssssiiiiiiinnnnnnnnnggggggggg dddddddeeeeeeeepppppppeeeeeeeennnnnnnnnnddddddddeeeeeeeennnnnntttttt eeeeeelllllliiiiiiiggggggiiiiiibbbbbbbiiiiiiilllllliiiiiiittttttyyyyyyyy aaaaaaaaauuuuuuuuuuuuuuddddddddddddiiiiiiiiiittttttttttsssssssssss ttttttttttttooooooooo ccccccccccuuuuuuuuuuuuuutttttttttttt cccccccccccccclllllllllliiiiiiiiieeeeeeeeeeeeennnnnnnnnnnnnnntttttttttttttssssssssssssssssss''''''' cccccccccccccoooooooooooosssssssssssssstttttttttttttsssssssssssss???????????????? )))))))))))))


Benefits Selling delivers more top brokers than ever

This year, Benefits Selling is bumping up its circulation to 45,000 print and 10,000 digital subscribers*, while continuing with our strict circulation qualifiers, so your message is delivered to brokers and agents

interested in your products and who personally request Benefits Selling.** In fact, 100% of Benefits Selling subscribers currently/plan to provide advice/sales regarding the purchase of group and voluntary benefits.***

FAST FACTS ■ Purchasing power: 89% of Benefits Selling subscribers have taken a purchasing action in the last year as a result of articles and/or advertisements in Benefits Selling.+

■ Independent brokers: 89% of subscribers are independent or semi-captive.++

■ Experienced brokers: Subscribers have sold benefits

for 18 years on average.++

■ Proactive brokers: 91% of Benefits Selling subscribers are presenting new products and solutions to their clients in these tough economic times.+++

of Benefits Selling subscribers consider Benefits Selling to be a “must-read” in keeping up

with employee benefits trends and information.+++

90%

of Benefits Selling subscribers trust Benefits Selling to provide accurate, relevant and effective

employee benefits information.+++

97%

of Benefits Selling subscribers said that in nearly every issue, Benefits Selling provides at least

one tip they can immediately use in their practices to grow their businesses.+++

83%

*Publisher’s projection for the 2/10 issue as of 12/15/09. Average TQ for the 6 month

period ending June 2009 = 36,522

**Publisher’s Own Data ***June 2009 BPA Circulation Statement. Average TQ for the 6 month period

ending June 2009 = 36,522

+January 2009 Readex Research On Target Ad Study

++ June 2008 Readex Research Profile eSurvey

+++ July 2009 Readex Research On Target Ad Study


Engaged brokers with selling power

Sales PowerOver a 12-month period, the average Benefits Selling subscriber sells the following in first-year premiums.++

Group/Core Benefits: $243,000 Voluntary Benefits: $174,000

“Trustmark’s annual producer survey confirms that Benefits Selling is a leader in reaching voluntary benefit brokers and enrollment professionals. We advertise prominently in Benefits Selling magazine to take advantage of its reach as another means to communicate with producers. Benefits Selling Expo is quickly becoming an industry standard, and as such we benefit from exhibiting at the Expo annually.”– Janet Buzil, Second Vice President, Marketing, Trustmark Voluntary Benefit Solutions

Readers sell a diverse mix of products+

0% 20% 40% 60% 80%

86%

82%

77%

75%

68%

67%

65%

Life

Dental

Voluntary

Health

Critical Illness

CDHC products

Disability

Subscriber Engagement:

87% of subscribers regularly

read Benefits Selling (looked

through three or four of the past

four issues).+

86% of Benefits Selling

subscribers read the

magazine cover-to-cover,

read articles of interest, or look

through remaining pages.+

Subscribers spend an average

of 54 minutes with each

issue and keep each issue for

1 year or longer.+

+January 2009 Readex Research On Target Ad Study ++ June 2008 Readex Research Profile eSurveyAverage TQ for the 6 month period ending June 2009 = 36,522


The Power of Integrated MediaExecuting a marketing campaign across multiple platforms is critical in order to keep your message visible where your buyers can be found. And gaining your prospects’ trust is even harder. Benefits Selling makes it easy with a comprehensive portfolio of integrated media products that allow you to effectively reach the industry’s top brokers in an environment they trust. In fact, 97% of subscribers trust Benefits Selling to provide accurate, relevant and effective employee benefits information.*

Access the industry’s top brokers with an effective, efficient media buy

* July 2009 Readex Research On Target Ad Study

Product offering matrix

Relationship Building

Thought Leadership

Instructional Media

Lead Generation

Brand Building

x

x

Mag

azin

e

x

x

x

x

Eve

nts

x

Ban

ner

Ad

vert

isin

g

x

x

eNew

slet

ters

x

x

x

Bra

nd

ed e

Bla

sts

x

x

x

x

Mic

rosi

tes

x

x

x

x

x

eAd

vert

ori

als

x

x

x

x

Pod

cast

s

x

x

x

x

Vid

eos

x

x

x

x

x

Web

sem

inar

s

x

Su

rvey

s

x

x

Cu

sto

m P

ub

lish

ing

x

x

x

x

Wh

itep

aper

s

x

x

x

x

x

Ad

vert

ori

als

Brand Building

Credibility•

Trust builder•

Mindshare builder•

Visibility and •

awareness

Name recognition•

Platform to leverage •

all marketing

Lead Generation

New business •

prospects

Instructional Media

Solution based •

media

Training and •

education

Thought Leadership

Align your company •

with strategic

content and brain-

power

Relationship Building

Establish a •

connection with

your customers and

close business

Value Propositions


Fast facts about integrated marketing effectiveness

■ Advertisers who integrate their B2B print with other B2B media generate

56% more sales than advertisers using B2B print alone. -Fairfield Research

■ More than 85% of business decision makers (readers) and marketers agree that B2B media are more effective when integrated together. -American Business Media

■ 91% of B2B decision makers agree that it’s easier to recognize or remember a company's brand or products/services when they see messages in multiple media such as magazines, online or at events. -American Business Media

Mag + OnlineMagazine Only

ControlOnline Only

PurChAsE COnsIdErAtIOn rAnK165

122100

78

MEthOd

* July 2009 Readex Research On Target Ad Study

“Benefits Selling is so much more than just a magazine. The team at Benefits Selling helps us to reach a community of brokers and agents who are dedicated to our industry, and who use all available resources to stay at the top of their game. In addition to the magazine, these tools include the Benefits Selling Expo, eNewsletters, and social networking sites. Benefits Selling has helped us to develop a game plan to reach this community of top producers.”

– Peggy Hayes, Director of

Marketing, American Public Life

0%

10%

20%

30%

40%

50%

60%

70%

80%

The Power of a Strong Media MixBenefits Selling subscribers use the following sources to gather business-related information:*

72% 69% 67%61% 60%

55%

Em

ail n

ewsl

ette

rs

Web

site

s

Co

nfe

ren

ces

and

se

min

ars

Web

sem

inar

s

Ind

ust

ry d

irec

t m

ail/

sale

s lit

erat

ure

Em

ail

Campaign memorability, driven by magazines and online, is associated with purchase consideration.

Source: Advertising Research Foundation, March 2008


IssuE

JANuARy Ad Effectiveness

Study

FEBRuARy

MARCH

APRIL Pre-show issue

MAy Broker of the Year/

Benefits Selling Expo show issue

JuNE Post-show issue

JuLy Ad Effectiveness

Study

AuGuST

SEPTEMBER Employer Survey

OCTOBER

NOVEMBER Readers’ Choice

DECEMBER

2011 BuyERS GuIDE

Ad CLOsE/MAtErIALs

duE

Close date: 11/18/09

Materials due: 11/25/09



Close date: 1/20/10


Close date: 2/17/10


Close date: 3/17/10


Close date: 4/21/10


Close date: 5/19/10


Close date: 6/23/10


Close date: 7/21/10


Close date: 8/18/10


Close date: 9/22/10




Close date: 10/7/10


COrE/GrOuP VOLuntAry sALEs & MArKEtInG sOurCE LIst BOnus

dIstrIButIOnsPECIAL

AdVErtIsInG sECtIOn

Wellness LTCI Selling value over price

Disease management ICMG Consumer-driven

health care

Regulatory update

Accidental death and

dismemberment

Managing continuing education

Accidental death and

dismemberment

Workplace Benefits

RenaissanceSpecial report:

Disability

Supplemental health Dental Educating

consumers Dental Special report: Dental

Health care survey P&C Enrollment

communicationsBenefits Selling Expo exhibitors

Consumer-driven health care / Expo Exhibitor Spotlight

Gap plans Non-traditional benefits

Retaining business Gap plans Benefits Selling

Expo

Special report: Voluntary benefits

/ Expo Exhibitor Spotlight

International health care Cancer insurance

Separate yourself from your

competitionCancer NAHU, MDRT Leaders in broker

relations

Industry update Legal plans Time management Tech Workplace Benefits Mania

Consumer-driven health care

HDHPs Critical illness Turn referrals into relationships Critical illness Senior Market

Advisor ExpoSpecial report:

Retirement

Self-funded plans Life insurance Cross-selling current clients Life NAIFA, Benefits

Forum and ExpoSpecial report: Life insurance

Limited benefit medical Riders Prospecting Limited benefit

medicalConsumer-driven

health care

Hospital indemnity EAPs Tacking today’s

sales challengesDiscount pharmacy NAILBA Special report:

TPAs

Medical tourism Vision Top 100 sales and marketing ideas Vision Special report:

Vision

Trends Trends Trends Buyers GuideAll shows

Benefits Selling attends in 2011

Product Spotlights

2010 editorial calendar

Editorial calendar subject to change.


In every issue

StoreylinesYou won’t believe what Storey said

now. Editor Denis Storey’s commentary

on what brokers care about most is

usually informative, often funny but

never predictable.

So, what I’m about to tell you will probably shock

you. Ready? We don’t think we’re fat. (Americans, that is. Not writers. We have far worse issues.)

Startling, right? Bet you haven’t been that surprised since you heard about Billy Mays’ coke habit.

But it’s true. A recent poll – by the people who do poll-ish things pretty regularly (McClatchy-Ip-

sos, this time) – found that only 17 percent of our fast

food nation thought their weight presented a problem for them or their families. A whopping 49 percent of us think we don’t have a weight problem at all.

Oh, and it gets better. Turns out two-thirds of the respon-dents declared themselves as healthy weights. A (marginally) more honest 30 percent admitted they were overweight. But only 4 percent ’fessed up to being very

overweight.So how do these numbers stack

up to reality? Glad you asked.According to our friends over at the

Centers for Disease Control, only one state in the entire country boasted an obe-sity population of less than 20 percent.

(By the way, that state just happens to be Colorado. You know that’s where our offi ce is, right? Just sayin’.)

More than half the union – 32 states,

to be exact – featured population obesity rates of 25 percent or more, and six of those states found themselves saddled with obesity rates of 30 percent or more. Must be all that deep-fried Southern cookin’ (check out the sidebar).

And the CDC lab coats say things are only getting worse. But it’s not like we don’t know any better. Th e McClatchy-Ipsos poll reveals75 percent of us know education is key to battling obesity. But so is staying away from the vend-ing machines, but we can’t seem to manage that, either.

Point is, maybe it’s time we took education to the next level. Or maybe we’re fi ghting an uphill battle since Uncle Sam will start picking up the tab for all those obesity-related illnesses anyway. So maybe it’s OK to have another Ho Ho.

Denis StoreyEditordstorey@benefi tssellingmag.com

If you’re hefty and you know it, clap your spoonsstoreylines

2009SURVEY

Whatcomesgoesaround

tickerSURVEY SAYSI know its an old line, but its true. Employers weigh in with whats on their minds this month onPAGE 35.

WHOLESOMEWhen was the last time you considered whole life? Find out why you should onPAGE 67.

COVER STORYBrokers talk the talk when it comes to tech, but the Wingates are walking the walk. Check it out on PAGE 58.

Where the weight isThese are the dirty half dozen: the states with obesity rates greater than 30 percent.

Alabama• Mississippi• Oklahoma•

South Carolina• Tennessee• West Virginia•

beyond the beltwayBY JAMES A. KLEIN

As the health care debate unfolds, it has become clear that if the debate

focuses solely on the issue of expanding coverage to the some 45 million Americans who lack it, then health reform will be a signifi cant achievement — and also a ter-rible missed opportunity.

Reform also needs to help mitigate unsustainable cost increases and improve quality. Th ese three elements are integrally related to one another.

It is fair to say that virtually every strat-egy that is thought to have some promise of success at promoting healthy behaviors or containing cost increases has been at-tempted by employer sponsors of health coverage. But even the successful strategies — like wellness promotion and chronic disease management — only go so far, compelling companies to try and fi nd the next big thing. One of the most auspicious avenues for innovation has been the fi eld of behavioral economics; and hopefully as this emerging science continues to show promise in the design and administration of health benefi ts, it also will be encour-aged in the public policy context as well.

Th e St. Louis-based Center for Cost-Eff ective Consumerism has devoted a great deal of time and thought to apply-ing behavioral economics to the health benefi ts setting. At the same time, some of the leading offi cials in the Obama Adminis-tration, including the director of the Offi ce of Management and Budget, Peter Orszag, are enthu-siasts, as well. Orszag has touted behavioral economics as “one of the most important intellectual developments of the past several years … By taking the insights of psychology and observed human behavior into account, we now have a fuller picture of how people actually behave — instead of just reducing them to the hyper-rational utility-maximizers of Econ 101.”

Behavioral science can help to drive better decisions by individuals (and groups

of individuals), resulting in better health for less money. Understanding why people make the decisions they do about their health can reveal opportunities to lower costs and improve outcomes. In practice, the goal is to encourage preventive behav-

iors and adherence to physician recommendations without rely-ing solely on fi nancial incentives.

Th ere are three key prin-ciples underpinning behavioral economics, and the Center for Cost-Eff ective Consumerism is harnessing the growing body of knowledge to help health care consumers make better deci-sions. Th e fi rst principle, loss aversion, states that tendency of individuals to avoid potential losses is stronger than the drive to pursue potential gains. In an

employee benefi ts context, for example, messages like “stop wasting money” tend to be more powerful than messages like “start saving money.” Th ese kinds of messages have been shown to improve participation

in voluntary retirement savings programs like 401(k) plans, for example.

Th e second principle, social comparison, states that indi-viduals are sensitive to relative success — that is, success in relation to their peers. Mes-sages to employees that draw comparisons or foster com-petition among and between social groups are more eff ective than messages that lack those features. Th is principle can be eff ectively applied to promote participation in workplace wellness or preventive care programs. But to do so suc-cessfully, it must overcome the fi nal principle — hyperbolic discounting.

Hyperbolic discounting, or procrastination, suggests that individuals tend to “discount”

future outcomes in relation to present con-sequences. For example, preventive screen-ing for chronic conditions, like diabetes, or acute conditions, comes with a perceived present-day cost (e.g. time, discomfort) that appears to outweigh future benefi ts (e.g. better health, longevity). Consequent-ly, people tend to postpone such screenings until a time that the benefi ts are equivalent to the cost. Programs that minimize up-front costs and maximize upfront benefi ts can be extremely robust drivers of behavior.

Already we have seen the fruits of behavioral economics in relation to the 401(k) automatic enrollment revolution of the past decade. Given the daunting revenue estimates associated with compre-hensive health care reform, all stakeholders — individuals, employers and government — will need to embrace innovation to keep the cost of health (and health reform) manageable. Th is next big thing could be the answer to our big trouble.

James A. Klein can be reached via e-mail at [email protected].

Behavioral economics should play reform roleBeyond the BeltwayFew organizations are as tuned in to

Washington and employee benefits as the

American Benefits Council. Every month

council president James Klein shares his

inside information – and insight.

Voluntary sales growth rages on – part one

what’s next?BY BONNIE BRAZZELL AND GIL LOWERRE

We have released our annual U.S. Worksite Sales Report for 2008, and things are still looking favorable for voluntary.

According to the study, new voluntary sales (United States) totaled an estimated $5.225 billion in 2008, an increase of just under four percent over 2007 results. While somewhat lower than the growth rate achieved in 2007, we believe the result is quite good consid-ering the state of the economy — especially in the all important fourth quarter of 2008. (Fourth quarter sales often account for 40 per-cent or more of voluntary sales.)

Seventy-nine (79) percent of the total sales were from the industry’s top 15 companies. Th ese 15 companies had an average growth rate of 11 percent over 2007.

More good news for producers and carriers is that these sales are mostly new dollars to the industry—either from new cases, new employees, or additional coverages sold to existing covered employees. Th e 2008 study estimates that about 28.5 percent of

the sales in 2008 were “takeover” sales (new sales derived from a carrier taking over or replacing the coverage sold by another car-rier). While takeover sales are increasing in the voluntary market, compared to the traditional group business, having more than 70 percent of market sales in new dollars is remarkable.

As we have seen over the past several years, the Benefi t Broker segment is a major producer of voluntary sales. Th is segment ac-counted for the largest percentage of sales of any single segment (46 percent of total voluntary sales in 2008). Career Agents came in next with 31 percent of total (2008) voluntary sales. Eastbridge

has identifi ed six distinct segments sell-ing voluntary/worksite products: Career Agents and four brokerage segments: Benefi t Brokers, Classic Worksite Brokers, Worksite Specialists, and Occasional Worksite Producers.

Th e Benefi t Broker segment saw posi-tive growth in 2008, but the greatest per-centage increase in new sales came from the Classic Worksite Broker segment.

In our next column, we will report sales by product line for 2008 and discuss cur-rent trends in voluntary sales.

Gil Lowerre can be reached at (860) 676-9633 or [email protected].

Bonnie Brazzell can be reached at (803) 738-1236 or [email protected].

New business annualized premium(in millions)

$2000

$3000

$4000

$5000

$6000

Segment Inc/Dec Over 2007Career Agent -6.9%Benefi t Broker 8.0%Classic Worksite Broker 39.0%Worksite Specialist -7.9%Occasional Producer -27.5%

Sales Increases by Distribution Segment

What’s Next?Worksite gurus Gil

Lowerre and Bonnie

Brazzell break down the

latest numbers from the

voluntary market.

One of my memorable movie images is a series of incidents in “Butch

Cassidy and Th e Sundance Kid” where, in several places, Butch and Sundance appear to fi nally have run out of luck. As they turn to each other, they ask, “who are those guys?” No matter what they do to escape, the pursuit continues… running for their lives.

We are not running for our lives, exactly, as were Butch and Sundance. But in lately it seems we’re being challenged for our business lives in ways we have never seen before, pursued by forces we haven’t experienced. Who has ever seen an economy quite like this? It is challenging us in the benefi ts business. For one thing, much of our revenue is based on employee payroll. With employment down, payroll is down and so is our revenue. And as the economy shows some signs of recovery, it is disquieting to consider what a “jobless recovery” will mean for our business.

Meanwhile, in Washington, has there been a less predictable situation with respect to core aspects of our business? How many fundamental aspects of our business can the government tinker with? (Let’s see … design and funding of medi-cal benefi ts, taxing the inside cash value buildup of permanent life insurance, caps that could change an employer’s ability to provide ancillary medical products includ-ing disability income protection, addi-tional regulation of insurance companies …). And it seems that taxes are likely to go up, doesn’t it?

Th ey say there is a lot of play in voluntary benefi ts, but if people have less to spend voluntarily (lower payroll, more taxes), are we seeing the potential that many people will be selling to fewer quali-fi ed buyers?

All this, and the fall benefi ts season is al-most upon us, bringing the “January 1 rush” with an unequalled complexity of issues.

Who are those guys?

“Th ose guys” may be the government, the mysterious forces within the economy, or simply our normal list of competi-tors. Th e real point is that in facing new challenges, we have to worry more about our own activities than outside forces. To fracture an old saying: we have met those guys, and they are us.

Consider that whatever the economy, the actions of politicians, and competitors do is outside our control. What is under our control is our own assets: our portfolio of products and services, our core capabil-ities and those of the business partners we choose (suppliers and resources), and our experience in dealing with benefi t-related issues. Most of all, we bring our experi-ence in assisting our customers through times of change.

Th e key strategy to keep a com-petitive edge is to be ready to meet the specifi c needs of our customers in these tumultuous times. Spend time within your organization and with your key resources thinking about potential solu-tions to customer problems. Prepare for this fall with “what if?” sessions. Have a folio of ideas ready. But don’t just throw out ideas randomly.

Open discussions this fall by asking employers open-ended questions about how external conditions are aff ecting their business and their benefi t planning. Have ideas in mind based on your resources, but select your reply based on the questions or concerns your customers bring up. It’s a lot more eff ective to relate your idea to their issues than to bring up your own. Customers will see your products and ser-vices as a value and not just a commodity if they are linked to the customer’s voice.

Marty Traynor is vice president ofvoluntary benefi ts at Mutual of Omaha. He can be reached [email protected].

BY MARTY TRAYNOR

Who are those guys?

competitive advantage Competitive AdvantageWorksite veteran Marty Traynor —

and the magazine’s longest-tenured

professor — shows readers what it

takes to make it in today’s business.

When my son was 6 years old I took him to our dentist for his routine cleaning

and exam. After I signed him in, he grabbed my hand and led me across the hall to the optometrist’s waiting room and sat down.

When I asked him what he was doing he said, “Th e smell tastes better over here.”

I remembered his comment when I spent some time with a dental practice coach who worked for a medical offi ce practice manage-ment fi rm. He told me about a dentist he worked with who was very good and had been in practice for three years, but his business wasn’t growing as he envisioned.

Following a study of the dentist’s practice, the coach found that the dentist never estab-lished a real vision for his practice and never clarifi ed specifi c goals. His staff scheduled

appointments, saw each day’s scheduled patients, and the staff collected as much as they could from the patients and billed the rest to insurance companies. His patient appointment cancellations were high, as was his staff turnover. To make matters worse, his collection rate from the insurance companies and patients was low. He needed help. After the study results, the dentist

signed up with this practice management coach. Th e coach helped him establish a long-term vision for what he wanted his practice to achieve and helped him estab-lish the goals he needed to get there.

Th ey developed a brand for his practice — You’ll Leave Smiling! Th is was used in direct-mail campaigns throughout the com-munity. Goals were developed for increas-ing patient appointments, reducing patient cancellations and collecting more of what patients owed for their dental care. Each of his staff members received specifi c goals, and the dentist scheduled weekly staff meetings.

Everyone in the offi ce, from the hygienist to the receptionist, received training on the care and dental services the offi ce provided. Th en they were trained how to ask questions to fi nd out what the patients’ expectations were and what they wanted from the doc-

tor and staff . Th e staff was then coached on how to help patients see the benefi ts of getting the

care they need, and in turn feeling

and looking better. Finally, the dentist and his staff took a

training course titled, Getting Your Patients to Say Yes! Before this, the dentist simply outlined what care was needed and then explained why they needed to have it done.

Many times the patient, overcome with anxiety and concern about the cost, said, “OK, let me think about it,” which is patient speak for, “Please let me leave so I can go to a Starbucks, get this dental offi ce taste out of my mouth and forget about all of this.”

To which the dentist responded, “OK, call us for an appointment when you’re ready,” which is dentist speak for, “All he wants to do is leave and go to the nearest Starbucks to get the dental offi ce taste out his mouth. I should have listened to mom and gone to chiropractic school!”

As a result of this training, the dentist or hygienist now explains to the patient what needs to be done and the benefi ts of the care. Th ey review how it will help them get what they want, feel or look better. Next, they discuss payment options that fi t the patient’s budget and review appointment dates that work within their schedules. Finally, they ask if they can schedule the appointment.

If the patient says, “OK, let me think about it,” the dentist or hygienist responds by asking questions to uncover the true con-cern, fear or issue. When the patient seems satisfi ed, the dentist or staff member asks again if they can schedule the appointment.

In short, the dentist and his staff became more profi cient at establishing goals, un-covering patient wants and needs, matching their service to give them what they want, and convincing them to say “yes.”

Hmmmmmm … Create a vision, set goals, fi nd out what patients want, provide it and help them to say “yes” … Sounds to me like everyone in that offi ce benefi ted from learning and practicing the skills of the very best salespeople. And I’ll bet they don’t have to look across the hall for their patients.

Dan Norman is a sales performance expert, a professional speaker and the author of Top Ten Selling. He can be reached at www.toptenselling.com or 407-566-9741.

BY DAN NORMAN

Now get out there and sell some root canals!

top ten selling Top Ten SellingIt’s all about selling, right? It’s

about business savvy, too.

Readers find out what it takes

to run their business and be at

the top 10 percent of their game.

Depending on who you ask, polar bears are either doing quite well or on the verge of extinction.

While some argue that global warming — primarily a result of human activity — is melting the polar ice caps and threatening the habitat of these majestic creatures, others claim that the polar bear popula-tion is actually exploding. What’s interesting is that the position people take on this issue is largely a function of their party affi liation, making one wonder whether this is truly a scientifi c discussion or simply

a political argument. Whatever the case, polar bears have gained worldwide attention and sparked endless debate in the past few years. Why? Because they have a lot of support-ers — people fi ghting tooth and nail to keep them around. And, of course, the media loves them.

With the recent wave of health care proposals, many brokers are now wonder-ing whether they, too, should be added to the endangered species list. Th eir concern is not without merit. At the very least, the new health care legisla-tion — whatever form it eventually takes — will drastically change the insurance landscape and force agents to adapt. Th e more extreme proposals would eliminate brokers altogether. But unlike the polar bear, we don’t have a lot of people outside

of the insurance industry lobbying to keep us around — in fact, many would be happy to see us go.

Th ere are a number of reasons why crea-tures go extinct, including climate change, disease, pollution, hunters, and destruction of habitats. Whatever the reason, we’re all inter-dependent, and removing a creature from its natural habitat can create a domino eff ect that negatively impacts the entire ecosystem.

Removing brokers from the health insur-ance process could have similar negative consequences, yet this hasn’t prevented our legislators — or the president — from throw-ing out proposals that would all but eliminate the broker’s job. Th e most extreme proposal, in my opinion, is the one that would create a

health insurance exchange, or “gateway”, through which consumers could shop for and purchase

health coverage. As President Obama explains, this would be a site similar to Travelocity,

allowing consumers to examine all of their options and choose a plan that’s

right for them. For those without Internet access, there would also be brick and mortar facilities where they could go to obtain this information. While on the surface this sounds like a good idea, those of us in the insurance industry know that it’s not practical, at least not on a self-serve basis. Many consumers will need help navigating the system.

Our legislators seem to recognize this fact, but the solution they’ve come up with makes abso-lutely no sense. As written, the Aff ordable Health Choices Act would require each state to contract with “navigators” to assist businesses and individuals in obtaining aff ordable, quality coverage through a “gateway.” Navigators could be trade, industry and professional organizations, unions and chambers of commerce, small business development centers, and others. Insurance companies and brokers, however, are specifi cally excluded from being navigators.

In a June 11 report prepared for a Senate Hearing on Health Care Reform Legislative Options, the Na-tional Association of Health Underwriters questions the purpose of health care navigators and points out that “their functionality is duplicative of some of the role licensed agents and brokers already serve in the marketplace.” Th ey continue that “it is doubtful that community organizations with no relevant health care background can deliver the policy knowledge, service, value, and accountability that distinguishes the professionally licensed and trained agent, broker, and benefi t specialist.”

If you would like to contribute to the discussion — and help take your name off the endangered spe-cies list — you might consider directing your clients to a new Web site, www.brokersmakingadiff erence.com). Sponsored by NAHU, this site contains im-portant information about the role of the professional health insurance agent and real life testimonials explaining how agents, brokers and consultants make a diff erence to individuals and businesses seeking aff ordable health insurance coverage. Your clients can share their stories as well.

Each episode of the hit reality show “Th e Appren-tice” concludes with Donald Trump calling a group of participants into the board room so they can fi ght for their chance to stay in the game. Any contestant who refuses to fi ght — whether they’ve performed well on the show or not — inevitably hears the words “You’re fi red!” For all the brokers out there, this is your boardroom moment. Please fi ght hard.

Eric Johnson can be reached at 817-366-7536 or [email protected].

BY ERIC JOHNSON

Are brokers an endangered species?on second thought Consider This

Think you’ve got it all figured out?

Are you sure? Industry expert Eric

Johnson challenges our thinking about

employee benefits, consumerism,

health reform and more.

broker on recordBY DENIS STOREY

10 things I’ve learned

Murphy’s Law: The owner’s dependent will always 1. get hurt the day the plan becomes effective.

Do not assume your defi nition of domestic partner 2. is the same as your client’s.

While in a group of “non-industry” people you 3. should probably clarify that STD stands for short-

term disability.

Showing up with a box of donuts to a dental 4. enrollment meeting is a bad idea, unless you are a

glutton for punishment.

Taking three hours on a new sales call to explain, 5. in depth, the workings of an HMO is a surefi re way

NOT to get the sale!

R-E-S-P-E-C-T is not another acronym for 6. a health plan; it needs to be given and earned.

The ultimate meeting location would be a 7. golf course owned by Starbucks.

A message to legislators: Learn what’s in 8. the box before you think outside of it!

There is no such thing as a free lunch or free 9. health care.

I’ve learned that the broker is the key cog in this 10. health care wheel. We have contact with all of

the players; employers, employees, individuals, carriers, doctors and politicians. We are the

resident expert on every aspect of health care; carriers, plans, fee structures and legislation

(current and proposed). Take us out and the wheel stops turning.

Photograph by John Johnston

Don’t let her youthful appearance fool you. Nicole Nance has been a benefi ts broker for 10 years now. Now she manages and trains both sales people and account managers, provides direct

customer support to a block of clients, and oversees marketing for Ehrman and Associates Inc, her father’s brokerage in Arvada, Colo. Oh

yeah and she’s also president of the Metro Denver Association of Health Underwriters.

Nicole A. Nance, Ehrman and Associates Inc.

Broker on RecordThis popular new column features

a one-on-one chat with a broker -

including everything from soaring

success stories to abysmal failures,

and a few laughs in between.

retirement matters

We are all aware of the rollover market opportunities where we

can be of assistance to our clients, either as they approach retirement age or as they suff er the consequences of terminations as a result of the ongoing economic crisis.

What you might not be aware of is a relatively recent change to rollovers pertaining to Roth opportunities for your clients.

Currently, if you were to open a Roth account, there were income restrictions which precluded that possibility.

Beginning in 2010, those income limi-tations are removed.

So if you, at retirement, wanted to roll-over your qualifi ed plan assets to a Roth, there would be a mandatory withholding from that rollover of 20 percent.

Beginning in 2010, that mandatory withholding is waived.

Currently, if you wanted to convert your retirement plan assets to a Roth and were under the age of 59 ½, there would be a 10 percent penalty imposed on that, in addition to the mandatory 20 percent withholding.

Beginning in 2010, that premature distribution penalty is waived.

Since these changes to Roth and rollovers are the work of the Internal Revenue Service, there are some rules and regulations you (and your client) need to follow before embarking on rollovers from qualifi ed plans to a Roth account.

If the account is currently held in a qualifi ed plan, as in a 401(k) or defi ned benefi t plan, there must be, what the IRS considers, a triggering event:

you must be retiring • and terminating your employment;you must have been terminated • from your employment; or,you are allowed, under the terms of •

your governing plan document, to remain employed while receiving an in-service hardship withdrawal.

(for a complete listing of the triggering events that would allow a rollover to Roth, please visit the IRS Web site: www.irs.gov/publications/p590/ch02.html).

Working with your clients, especially in economic and market conditions that pres-ently prevail, on their rollover options will not only be of ben-efi t to them it also can generate new business for you with their employer.

Th e national average per-taining to the cost borne by the employer of maintaining a par-ticipant on the plan platform ranges (based upon plan assets) from $50 to $100 annually.

And given the ongoing reductions in the workforce

that are likely to predominate for a con-siderable period, those participant costs are likely to skyrocket. By working with

your employer-cli-ents (or prospects) and their rollover eligible employees, you can reduce both employer costs and employer fi duciary liability, as well.

You should ‘remind’ your employer-plan sponsor clients that since 2005, both the Department of La-bor and the Internal Revenue Service allow, under certain conditions, former employee-plan par-ticipants to be pared from the plan.

If a terminated employee-plan participant has a remain-ing balance of less than $1,000, your employer/plan sponsor client can pare them for the plan by simply sending them a check.

If a terminated employee-plan par-ticipant has a balance between $1,000 and $5,000 and have neither provided instructions for their rollover nor asked (in writing) to be cashed out, their assets can automatically be rolled over.

(It should be noted if an employee-plan participant has been terminated and has a balance in excess of $5,000, absent any instructions to the contrary, they must remain on the plan platform.)

So, now you have opportunities to work with both plan participants and plan sponsors simultaneously.

Good luck.

Colin Fitzpatrick Smith currently serves as the Director of Investments for The Retirement Company, LLC. He can be reached at 800-659-4037 or [email protected].

Something new (and old) regarding rollovers…

BY COLIN SMITH Retirement MattersFrom 401(k) advice and news to

information regarding the less-

traditional retirement offerings,

readers find out what they need to

know to break into this side of the

business.

Employer DataThe Benefits Selling editorial

staff digs through all the latest

employer-related research to bring

you the most relevant information.

employer data

and buying individual medical insurance?

of those 91%

through anwho purchased

AGENTbought the plan the agent recommended.

31% of those shopping online described the experience as “time consuming.”

INDIVIDUAL MEDICAL A RISING TREND

20

15

peop

le in

mill

ions

2007 2008 2010

Th e number of people buying their own coverage rose to an estimated 18.4 million last year from 17.9 million in 2007, and is expected to grow to 20 million in 2010.

17.918.4

20

of those 20%

online alsowho purchased

consultedan agent.

“Online shopping for medical insurance can be confusing. I wanted to be able to ask a real person questions about diff erent policies and which would

work the best for me while still being cost-eff ective.”

HUMAN TOUCH: WHY CONSUMERS CONSULT AN AGENT

Like personalized attention, advice and service.

Were very satisfi ed with the service provided by

their agents and remained committed to working with

them in the future.

Cited personalized service as what they liked best about

agents’ services.

0% 10% 20% 30% 40% 50% 60% 70% 80%

75%

39%

53%

75% of consumers who shopped through an agent talked to the agent for less than an hour before deciding what to buy

28% of those who shopped and purchased online spent more than four hours

Ethics in ActionNational Ethics Bureau head

honcho Steven McCarty is still

keeping it clean, as he clarifies

some of the finer points of doing

business with a conscience.

Worst-case ScenarioHorror stories — that

are often just plain

hilarious — from

regular

brokers.

are often just plain

hilarious — from

ONLINE ExCLuSIVES

ker on recordBY DENIS STOREYbroker on recordBY DENIS STOREY

New!


Throughout 2010, Benefits Selling special reports and advertising sections offer readers an in-depth look at a topic that is shaping the benefits market. These special reports and sections offer strategic, hard-hitting marketing opportunities that allow advertisers to own a hot topic in the industry.

Ad Effectiveness StudiesAd effectiveness studies are conducted with the January and

July issues. The study helps you measure the effectiveness

of your advertising in Benefits Selling, how your brand is

experienced and how it performs against your competition.

special opportunities in 2010

July 2009CONSUMER DRIVE

NHELPING BROKERS BREAK INTO THE BUSINESS

JuJuuulyulylyyulyJulyylyyyJ yJ y 20020 20020000002002020020000 20000000000000 999999999999999999JuJuJuJu

HELPING BROKERS BREAK INTO THE BUSINESSHELPING BROKERS BREAK INTO THE BUSINESS

Get on board with commuter benefi ts | And are you guarding your clients against medical “gotchas?”

PLUS:

Don’tpanic“

PioneerCRAIG

KEOHANis aware of how the

consumer-driven climate has changed

over the last year.

his advice?In fact,

But he’s excited. And he says you

should be, too.

BS 7.09 book.indb 47

6/10/09 11:57:58 AM

Consumer Driven• Quarterly Supplement —

January, April, July, October

Special Report: Disability Insurance• —

February

Special Report: Dental• — March

Health Care Survey• — April

Benefits Selling Expo Exhibitor Spotlights•

— April, May

Leaders in Broker Relations• — June

Special Report: Retirement• — August

Special Report: Life Insurance• — September

Employer Survey• — September

Working with TPAs• — November

Special Report: Vision• — December

Buyers Guide for Brokers•

Product Spotlights•

Advertorial Profiles•

•

Special 13th Issue

Get on board with commuter benefi ts | And are you guarding your clients against medical “gotchas?”

Benefi tsSellingMag.com • May 2009 • Benefi ts Selling

Riding the waveof health care reform

2009

By Michael Main and Dan Shellenbargerntenable medical infl ation. A seemingly bottomless housing crisis. Frozen credit markets. Outright economic recession. As if these waves of market

and economic change weren’t enough for health care brokers, there’s a tsunami on the horizon – and it could bring in potentially disruptive regulatory health care reform. To a person, these waves of change create considerable uncertainty

BS 5.09 health care survey.indd 39

4/14/09 1:18:02 PM

credit markets. Outright economic recession. As if these waves of market and economic change weren’t enough for health care brokers, there’s a tsunami on the horizon – and it could bring in potentially disruptive regulatory health care reform. To a person, these waves of change create considerable uncertainty

Benefi tsSellingMag.com • August 2009 • Benefi ts Selling

Special ReportRetirement

Special Report

Retirement

BS 8.09 Retirement Report.indd 51

7/14/09 1:05:57 PM SpecialSpecial ReportSpecial Report

etirement

etirement

etirement

CORE. VOLUNTARY. RETIREMENT.

Benefi tsSellingMag.comVolume 6, No. 12December 2008

(Brokers sound off on where the market is headed)

CORE VOLUNTARY RETETIRIREEMENT

BenefitsSelllli MingMag com

BUYERSGUIDEDIRECTORY OF PRODUCTS AND SERVICES

2009

FOR BROKERSTHE TRENDS ISSUE

HEALTH INSURANCE•

– HOW YOU CAN SURVIVE DOUBLE-DIGIT RATE HIKES. ENROLLMENT

• – WHAT KEEPS EMPLOYEES COMING BACK?

MARKETING• – ARE YOU THE ONLY ONE NOT ON THE WEB?BS 12.08 cover.indd 1

11/7/08 11:58:32 AM


ROuNDTABLESThe sponsored roundtable features a moderated discussion between

Benefits Selling and the sponsors’ key executives covering a topic of interest

in the industry. The discussion is published in the magazine and allows the

sponsor to position their brand as an industry thought leader.

ADVERTORIAL PROFILESAn advertorial profile allows a sponsor to showcase top brokers in

their organization, new product and services being released, industry

achievements, competitive advantages and unique qualities. These are

available in every issue of Benefits Selling.

SuRVEy uNDERWRITINGBy sponsoring a survey published in Benefits Selling, a sponsor deepens

its credibility and expertise. The results of these surveys help the readers

to better understand and serve the benefits marketplace. Surveys in 2010:

Health Care Survey and Employer Survey.

DIRECT RESPONSE OPPORTuNITIESBenefits Selling Subscriber File: Reach more than 45,000** active,

qualified magazine subscribers via direct mail or telemarketing. This is a

proven way to generate leads or to promote an event.

BENEFITS ExCHANGETake advantage of this unique, cost-effective way to reach more than

45,000 benefits brokers each month** by placing a 1/6 page classified ad

in the Benefits Exchange section of Benefits Selling!

Benefits Selling continues to offer progressive and strategic advertising opportunities for key partners to showcase their involvement in the industry.

special opportunities in 2010

Don’t forget high impact opportunities!Insert/Tip-in•French door•Poster•Gatefold•Bellyband•

Polybag insert•Cover wrap/Tip-on•Business reply •cardPost-it-note•

*2009 Benefits Selling Buyers Guide Survey

of subscribers look forward to receiving their annual Buyers Guide for Brokers.*

93%

of subscribers consult the Buyers Guide for Brokers multiple times each year.*

94%

of subscribers contacted companies in the 2009 Buyers Guide.*57%

Buyers Guide for BrokersThis is a highly anticipated, extremely

popular issue with the readers of

Benefits Selling. Each December,

the Buyers Guide releases the most

up-to-date directory of companies,

products and services in an easy-to-use

format. Sponsorship opportunities include

display advertising, product spotlights,

section sponsorships as well as directory

advertisements.

popular issue with the readers of Special 13th Issue

2010 BuyersBuyersBuyersBuyersBuyersBuyers

for Brokersfor Brokersfor BrokersGUIDEGUIDEGUIDEGUIDEGUIDEGUIDEGUIDEGUIDEGUIDEBuyersBuyersBuyers

GUIDEBuyers

GUIDEBuyersBuyers

GUIDEBuyers

GUIDEGUIDEBuyers

GUIDEGUIDEBuyersBuyers2010

**Publisher’s projection for the 2/10 issue as of 9/15/09.

As the authority for brokers and agents selling core, voluntary and retirement products, BenefitsSellingMag.com’s fully integrated ad opportunities provide high visibility and maximum exposure in front of thousands of brokers and agents selling your products and services.

Advertising options on the

Website include:

(728 x 90 pixels) Top Leaderboard

(300 x 250 pixels) Top Medium

Rectangle

(300 x 100 pixels) 3:1 Rectangle

(300 x 250 pixels) Bottom

Medium Rectangle

(728 x 90 pixels) Bottom

Leaderboard

(88 x 31 pixels) Logo

BenefitssellingMag.com

Enhance your ad!

Contact your Account

Executive to see which

Rich Media options

are right for you.

•Peel-aways

•Expandableads

•Interstitials

•Andmore!

of Benefits Selling subscribers have visited

BenefitsSellingMag.com.**July 2009 Readex Research On Target Ad Study

75%


Exceed your marketing goals with Benefits Selling’s custom, cutting-edge online opportunities:

Web seminarsStrategic, must-have content educating

key prospects proves you are an innovator.

Web seminars are an essential piece of

any integrated media campaign, and help

generate quality, cost-effective leads,

increase brand awareness, build loyalty

and drive traffic to your Website.

MicrositesStrengthen your brand by

aligning with the most trusted

source for employee benefits

news. Use a Microsite to

promote new products,

whitepapers or Web seminars,

encourage eNewsletter signups

and more. Benefits Selling

can help you achieve your

marketing goals with a custom

campaign.


Custom eMedia opportunities

of Benefits Selling subscribers use Web seminars as a source of business-related information.**July 2009 Readex Research On Target Ad Study

61%

“We love our partnership with Benefits Selling. It’s a partnership we depend on year after year to reach successful producers with a similar business philosophy. From Benefits Selling Expo, to the magazine to online efforts,

Benefits Selling puts us in touch with some of the best brokers and agents in the industry.” – Patrick McClelland, VP of Insides Sales, VSP Vision Care

Limited inventory is avaiLabLe – contact your account executive to create your custom package today!

PLuSVideo•RSS Sponsorships•Printer-friendly •sponsorshipseAdvertorials•And more!•

Top Leaderboard

Logo

PodcastsEducate busy agents and brokers on the go! Sponsor an editorial

podcast on the topic of your choice or produce an advertorial podcast with interviews of your executives or selected speakers.

Benefits Selling enewsletters

Reach Benefits Selling’s opt-in email subscribers with an ad or sponsorship in any of the four eNewsletters delivered regularly to the industry’s top brokers.

of Benefits Selling

subscribers use

eNewsletters as a source

of business-related

information.**July 2009 Readex Research On Target

Ad Study

72% Benefits Selling WEEKLy

Weekly eNewsletter helping brokers and agents

dig deeper into the evolving benefits market by

delivering breaking benefits news, enrollment

tips, voluntary benefits/health care statistics/

studies, interactive polls and more.

Banner (468 x 60 pixels)

Medium Rectangle (300 x 250 pixels)

Consumer Driven MonthlyBrokers stay informed of the latest regulatory

threats, newest products and sharpest insights

with our newest eNewsletter, Consumer Driven

Monthly. It offers the same breaking news and

crisp analysis of our Benefits Selling Weekly,

but with a laser focus on the consumer-driven

business.

Banner (468 x 60 pixels)

Medium Rectangle (300 x 250 pixels)

Brokers stay informed of the latest regulatory

NEW!


LOOking FOr An enewSLeTTer

TOpiC nOT ShOwn here? –

contact your account

representative about creating a

custom enewsLetter sponsored

by your brand!

All of Benefits Selling’s

eNewsletters use Lyris

Technologies Inc., an industry-

recognized brand for our

email list management.

Rated number one in email

deliverability by Jupiter

Research, Lyris Technologies Inc.

is the premier email marketing

solution since 1994.


Benefits Selling enewsletters

Benefits Selling Publisher’s Preview Monthly preview of the magazine’s

sales and marketing tips, news and

proven techniques to help brokers

and agents selling core, voluntary,

group and retirement products

grow their businesses. A must-

read for subscribers!

Banner (468 x 60 pixels,

top & bottom)

Benefits Selling Expo eNewsletter

An occasional eNewsletter

highlighting the latest news,

educational sessions, speakers,

networking opportunities and

more that Benefits Selling Expo

has to offer.

Ask your account executive for

advertising details.

Benefits Selling’s Branded eBlasts

A co-branded email to top brokers subscribing to

Benefits Selling’s publication and eNewsletters is

a great addition to an integrated media campaign.

Inventory is limited.

Dear Dave Smith,

10

48

Now in its 6th year, Benefits Selling Expo is the premier exposition and networking conference that exclusively serves the leading brokers selling core, voluntary and group products. This is your chance to make a powerful impact on the nation’s top brokers.

Exhibit Opportunities — 10’x10’ and 10’x20’ booth spaces available.

Have an idea you don’t see Listed Here? contact your

account executive to brain-storm your ideaL package!

Sponsorship OpportunitiesNetworking Party•Cocktail Receptions•Keynote Speeches•Meals•Registration•Internet Kiosk•Education Tracks•Beverage/Snack breaks•Lanyards•Notebooks•Show Bags•And much more!•

Advertising Opportunities

Conference •GuideShow Dailies•Expo Website•Expo eNewsletter•Expo Spotlight •eNewsletterExpo Edition of •Benefits Selling

1

Exhibitor Giveaways

B J S

it’s cliché, but accurate; listening to Dan Norman is a bit like drinking from a fire hose. his rapid-fire delivery of critical information on the attributes of top sales people had attendees’ attention in yesterday’s opening keynote at Benefits Selling Expo 2009. The attributes he described, infused with jokes and good humor, made for a lively and informative session to kick off the conference.“i’ve studied the best sales people to find out what makes them tick (mainly by asking),” Norman says. “all have

fundamental traits that make them succeed, even in tough times.”your competition is gunning for your business, he explains. They will copy everything you do. But there is one thing they can’t copy and that is your ability to communicate to your clients the value of your business relationship.“Th ere are seven traits i have identifi ed that are common to all top sales people,” he continued. “Th ese attributes are a specifi c mindset, character, a belief in what they do, they are targeted on their buyers, they set goals and stay focused, they have strong sales skills and they help others get what they want.”

Norman then proceeded to describe each in detail.

1). Mindset: Salespeople almost always fall into two mindsets; scarcity or abundance. Th ose with a scarcity mindset think “there is not enough to go around.” if someone gets a piece of the sales pie, they must have taken it from someone else. Th ey feel there are not enough customers to support both themselves and their competition. Th is leads to fear and jealously and a compulsion to protect “what’s theirs.” anger, disappointment and disparagement follow, which results in a mentality of

Thursday

DailyShow april 2, 2009

Dan Norman: “We’re all in sales”

GRAND PRIZE GIVEAWAYAll attendees will be given an of-fi cial PASSPORT when picking up their badge from the Expo Registra-tion Desk. Be sure to stop by each exhibitor booth during exhibit hall hours for a sticker. Completed pass-ports will be entered into a drawing for a Dell Studio 17 inch laptop courtesy of Purchasing Power.Turn in your completed passport to the Registration Desk by Thursday at 6:00 p.m. to qualify. The drawing will be held at 6:15 p.m., Thursday, April 2, on the exhibit hall fl oor. you must be present to win.

EXHIBITOR GIVEAWAYSA.D.A.M.• and OptumHealth are giving away a Nintendo Wii, a $250 value. Visit their booth (#113) for a chance to win.Agents For Change• is giving away an iPod shuffl e. Stop by their booth (#706) and leave your business card for a chance to win. All Web Leads• is giving away a Garmin Nüvi 760 GPS System with widescreen display. Stop by their booth (#618) and drop off a business card or fill out a registration form to enter the drawing. AmWINS Group Benefi ts• is giving away a Nike® SQ SUMO 5900 driver. Stop by their booth (#329) and sign up for their broker e-newsletter and be entered to win.

E X P O

Gil Lowerre“Voluntary – All Grown Up”

10:15 a.m. – 11:15 a.m.Grand Ballroom B

TODAY’S SESSION HIGHLIGHTS

KEyNOTE SPEAKER

Ron Ledgerwood“The Past, Present and Future of Consumer-Driven Health Care”11:30 a.m. – 12:30 p.m.

Grand Ballroom B

“The Past, Present and Future of Consumer-Driven Health Care”11:30 a.m. – 12:30 p.m.

Grand Ballroom B

PANEl SESSION

Eric Johnson“Are your Clients Smarter than a Fifth Grader?”3:30 p.m. – 4:30 p.m.Trinity A

BREAKOUT SESSION

SEE YOU IN 2010APRIL 19-21Washington, D.C.Stop by the registration desk to sign up for 2010.

www.Benefi tsSellingExpo.com

CORRECTION: Breakout speaker Sam Fleet’s company is named AmWINS Group Benefi ts.

Continued on page 4

Continued on page 4

FREE shuttles will be running continuously tonight to and from the Austin Renaissance Hotel and Austin’s 4th Street Warehouse District from 7:00 p.m. – 12:00 a.m. The last shuttle leaves downtown at 12:00 a.m.

EXHIBITOR GIVEAWAYSA.D.A.M. and OptumHealth are giving away a Nintendo Wii, a $250 value. Visit their booth (#113) for a chance

fundamental traits that make them succeed, even in tough times.”your competition is gunning for your business, he explains. They will copy everything you do. But there is one thing they can’t copy and that is your ability to communicate to your clients the value of your

“Th ere are seven traits i have identifi ed that are common to all top sales people,” he continued. “Th ese attributes are a specifi c mindset, character, a belief in what they do, they are targeted on their buyers, they set goals and stay focused, they have strong sales skills and they help others


1). Mindset: Salespeople almost always fall into two mindsets; scarcity or abundance. Th ose with a scarcity mindset think “there is not enough to go around.” if someone gets a piece of the sales pie, they must have taken it from someone else. Th ey feel there are not enough customers to support both themselves and their competition. Th is leads to fear and jealously and a compulsion to protect “what’s theirs.” anger, disappointment and disparagement follow, which results in a mentality of

TODAY’S SESSION HIGHLIGHTSEric Johnson“Are your Clients Smarter than a Fifth Grader?”3:30 p.m. – 4:30 p.m.Trinity A

BREAKOUT SESSIONBREAKOUT SESSION

Breakout speaker Sam Fleet’s company is named AmWINS Group Benefi ts.


Salespeople almost always fall into two mindsets; scarcity or abundance. Th ose with a scarcity mindset think “there is not enough to go around.” if someone gets a piece of the sales pie, they must have taken it from someone else. Th ey feel there are not enough customers to support both themselves and their competition. Th is leads to fear and jealously and a compulsion to protect “what’s theirs.” anger, disappointment and disparagement follow, which results in a mentality of

Breakout speaker Sam Fleet’s company is named AmWINS Group Benefi ts.

APRIL 1-3, 2009 • AUSTIN

CONFERENCEGUIDE

67% of Benefits Selling subscribers use conferences to gather

business-related information.**July 2009 Readex Research On Target Ad Study

“Not only is it

important to be at

Benefits Selling

Expo, it is noticeable

to the industry if you’re not

there.”– 2009 Exhibitor

Benefits selling ExpoApril 19-21, 2010 • Washington D.C.

BenefitsSellingExpo.com | 888-265-3616

BenefitsSellingExpo.com | 888-265-3616

reach the Leading Brokers, Agents and Advisors – Face-to-Face at Benefits selling Expo

Attendee Profile*

*2009 Benefits Selling Expo Attendee Profile

Average years of Experience = 16

April 19 – 21Washington, DC

Title 11%

Advisor

Agent

Broker

Consul

tant

23% 38% 28%

Income

$25k –

$100k

$100k

– $300

k

More tha

n $300

k

30% 51% 19%

Years of experience

1 – 3

4 – 10

11 – 1

516

– 20 21+

11% 20% 12% 16% 41%

Status

Indep

ende

nt

Semi-C

aptive

Captive

75% 5% 20%

top 5 Products sold

Voluntary benefits• Life benefits• disability benefits• health benefits• Core benefits•

Gaylord National Resort & Convention Center on the Potomac

“I learned more life applicable ideas and achieved more profitable networking at the Benefits Selling Expo than anything else I have attended. I’m ready to hit the ground running with new prospecting and selling methods I know I can implement. I was very impressed with the conduct of the vendors and speakers were truly phenomenal. Benefits Selling Expo is a first-class event!” – 2009 Attendee

Benefits selling Expo Attendee ProfileApril 19-21, 2010 • Washington D.C.

INSERT/TIP-INDistribute printed brochures by inserting

them into the magazine. It’s a simple,

yet high impact approach to getting a

prospective client’s attention.

GATEFOLDIncrease your ad size – and how well

your ad is recalled by readers — by

placing your marketing message

across three full pages.

COVER WRAP/TIP-ONGrab readers’ attention before they

even read the magazine with a custom

designed cover treatment on top of

Benefits Selling’s front cover.

FRENCH DOORProduce a partial cover wrap that

ensures that readers see your message

the minute their issue arrives.

BELLY BANDDirect readers right to

your ad inside the

magazine with a printed

paper band that wraps

around the outside

of the magazine.

BUSINESS REPLY CARDMake it easy for readers to ask you

for more information by binding a

business reply card next to your ad.

POSTERMake a huge impact by inserting a

folded poster into the magazine. Give

readers a reason to put your message

on their wall.

POLYBAG INSERTInsert your pre-printed

brochure into a plastic

polybag that helps protect

subscribers’ copies.

POST-IT NOTEGive your ad a “personal” feel by stick-

ing a post-it note on top of your ad.

BELLY BAND

POLYBAG INSERT

√COVER WRAP

high impact advertising units


CANCELLATIONSCancellations are not accepted after the issue closing date.

CONTRACT YEARAdvertising must be inserted within one year of first insertion to earn frequency discount rates. Advertisers placing three or more ads are considered frequency contract advertisers.

RATE PROTECTIONRates are protected from increases during the 12-month contract period.

SHORT RATESAdvertisers will be short-rated if frequency originally contracted for is not achieved.

CREDITSCredits earned by increasing frequency during a contract year will be applied to future billings. No cash rebates will be made.

AGENCY COMMISSION15% of gross billing allowed to recognized agency on space, color and position, provided account is paid within 30 days of invoice dates. Production charges are not commissionable.

PAYMENTInvoices are dated as of mail date and are sent five days after publication. Payment is due Net 30. All past-due accounts subject to an additional 1.5% interest charge per month. Advertiser and agency will be held jointly and severally liable for past-due accounts. In the event of nonpayment, Summit Business Media is entitled to any court costs, collection agency, attorney’s fees or other costs, which may result from said nonpayment. 50% advance payment on the first issue charges and a credit application is required for all advertisers who have not established credit with Summit Business Media.

2010 FOuR COLOR DISPLAy RATES (GROSS)

Issue Ad Close Materials Due

January November 18, 2009 November 25, 2009

February December 23, 2009 December 30, 2009

March January 20, 2010 January 27, 2010

April February 17, 2010 February 24, 2010

May March 17, 2010 March 24, 2010

June April 21, 2010 April 28, 2010

July May 19, 2010 May 26, 2010

August June 23, 2010 June 30, 2010

September July 21, 2010 July 28, 2010

October August 18, 2010 August 25, 2010

November September 22, 2010 September 29, 2010

December October 20, 2010 October 27, 2010

Buyers Guide for Brokers

October 7, 2010 October 14, 2010

CLOSING DATES

1x 3x 6x 9x 12x 13x 18x 24x

two pages 16,090 14,660 13,370 12,310 11,430 10,860 10,700 10,160

One page 8,260 8,180 7,410 6,820 6,370 6,050 5,900 5,630

2/3 page 7,340 6,660 6,070 5,590 5,230 4,950 4,820 4,620

1/2 page 6,260 5,720 5,200 4,770 4,480 4,260 4,080 3,940

1/3 page 4,480 4,070 3,740 3,430 3,190 3,050 2,930 2,830

1/4 page 3,590 3,270 2,950 2,730 2,540 2,440 2,340 2,260

1/6 page 2,680 2,460 2,230 2,020 1,930 1,820 1,730 1,710

Advertising policies/rates and dates


MAGAzINE SPECIFICATIONS

Print production specifications

PuBLICATION TRIM SIzEMagazine trims to 8 3/8 x 10 7/8”; keep live matter 3/8”

from all sides that bleed. Perfect alignment of type or

design across gutter of two facing pages cannot be

guaranteed. Allow a 3/16” safety at gutter of spreads.

Full PageBleed**8 5/8" x 111/8"non-bleed7 5/8" x 101/8"

Full Page 1/2-page horizontal Bleed+ **85/8" x 5 3/8"non-bleed71/4" x 43/4"

1/2-page horizontal

2/3 VerticalBleed+ **55/8" x 111/8"non-bleed43/4" x 93/4"

2/3 Vertical 1/3 VerticalBleed+ **31/8" x 111/8"non-bleed21/4" x 93/4"

1/3 squarenon-bleed43/4" x 43/4"

1/4 Verticalnon-bleed31/2" x 43/4"

1/2 Islandnon-bleed43/4" x 71/4"

1/6 Verticalnon-bleed21/4" x 43/4"1/6 horizontalnon-bleed43/4" x 21/4"

two-page spread Bleed**171/4” x 111/8”non-bleed16” x 101/8”

1/2-page spread Bleed**171/4" x 5 3/8"non-bleed16” x 45/8”

+ Partial bleed ads will not bleed on one side, dependent upon location in magazine.

** Leave .625” bottom margin to include reader service number and design for live area only.

DIGITAL AD REQuIREMENTSPreferred format:PDFX1A with fonts and 300 dpi images embedded

Acceptable file formats include:Adobe InDesign CS / CS2 / CS3 – include all Mac screen and printer fonts •and all resources placed in the layout.Adobe Illustrator CS / CS2 / CS3 – images must be linked (not embedded) •and included, fonts must be changed to outlines.Adobe Photoshop CS / CS2 / CS3 – must be a CMYK, 300 resolution, layered •Photoshop document with all fonts included.Any ads created on a PC platform must be processed into a PDFX1A prior to •submission. Please call for detailed instructions.

Failure to supply all necessary resource files and fonts may result in additional charges. If additional work is necessary to ensure proper output, additional production charges may apply and advertiser will forfeit any camera-ready discounts. If delays due to missing resource or font files are incurred, a $100 late charge will apply.

PREFERRED COLOR GuIDANCETR001 SWOP certified color proof of the ad. A non-SWOP certified color proof is not considered color accurate and will not be provided on press. (If an accurate color proof is not provided, Benefits Selling will not be held responsible for exact color reproduction.) If no SWOP proof can be provided, you must include a black-and-white proof as an indication of content.

ADS TO BE PRODuCED By BENEFITS SELLINGIf we are building your ad, you must provide the following materials:

Typewritten text•Photographs, transparencies or prints•A clean black-and-white logo or digital file of the logo saved as a vector EPS •(Illustrator or Freehand)A brief indication (mockup) or written description of your concepts for the ad•

SuBMISSION OF MATERIALSAds may be submitted to the Benefits Selling ftp site. Ads may also be shipped on a Macintosh-formatted CD or DVD to: Benefits Selling

Attn: Advertising Coodinator 5081 Olympic Blvd. Erlanger, KY 41018 800-544-0622

ADDITIONAL SERVICES AND FEESColors: Pantone matched color: $525 extra•Metallic Pantone or specialty ink: $850 extra•Bleed: 15% extra•Premium Placement: 15%+ extra, available only on a 12x commitment.•Inserts: Please contact your account executive for a quote.•

PRODuCTION CHARGESBenefits Selling has complete production facilities available, including ad design, layout and copy writing. There will be a minimum production fee of $45 for any work done.

LATE FEESAdvertising materials received after artwork deadline dates will be assessed a $100 late fee. All advertising materials received more than five business days after the artwork deadline date will be assessed a $200 late fee.


Initial file size must not exceed 35k•

Audio must be user initiated (On click)•

All animation/audio must contain Play/•

Stop controls

Expandable ads must include a •

Closing “X” button

The top-most layer must be •

a transparent button layer

containing a clickTAG variable.

Please use the following code exactly as written.

on(release)

{

getURL(clickTAG,”_blank”);

}

Note: You do NOT need to embed the click

URL for your ad in the SWF. It will be inserted

by our ad server.

WEB ADVERTISING POSITIONS AND SPECIFICATIONS:

eMedia production specifications

728 x 90 pixels – (Leaderboards, top and bottom)

300 x 250 pixels – (Medium Rectangles, top and

bottom)

300 x 100 pixels – (3:1 Rectangle)

88 x 31 pixels (Logo)

MAxIMuM FILE SIzE: (STATIC OR RICH MEDIA AD)

728 x 90: 35k

300 x 250: 35k

300 x 100: 20k

88 x 31: 10k

PRINTER FRIENDLy SPONSORSHIP:

88 x 31 logo, 10k max file size, static .gif or .jpg

OR

728 x 90 Leaderboard, 35k max file size, static .gif

or .jpg

RSS SPONSORSHIP:

88 x 31 logo, 10k max file size, static .gif or .jpg

RSS Sponsorship includes an optional text ad in the

feed. Max number of words is approximately 25.

FILE FORMATS:

FLASH (.SWF)

GIF (Static or Animated)

JPG

HTML

APPROVED THIRD PARTy VENDORS:

Bluestreak, DoubleClick, DART Motif, Eyeblaster,

Point.Roll, Unicast In-Page Enliven, Viewpoint,

Eyewonder, Interpolls, Klipmart, Atlas and

Shoshkele.

RICH MEDIA OPTIONS:

Expandable, Out-of-banner, Floating, Audio and

Video, In-Banner Streaming and Transitional.

FLASH AD REQuIREMENTS:

Please publish your .SWF file as Flash 8 or below.

RICH MEDIA FILE REQuIREMENTS

Backup .gifs must be submitted•

15 seconds max animation length•

Maximum of 3 loops (animation must stop •

after the 3rd loop)

Frame rate must be no more than 18fps•


CANCELLATIONSAll cancellations must be made in writing to your advertising representative 30 days prior to scheduled ad/program. Cancellations made in less than 30 days may require full payment.

Banner:

Size: 468 x 60 pixels

Static or animated .gif or .jpg, 15k

file size (max), alt text=100 words,

company URL

Medium Rectangle:

Size: 300 x 250 pixels

Static or animated .gif or .jpg, 15k

file size (max), alt text=100 words,

company URL

ENEWSLETTER ADVERTISING POSITIONS AND SPECIFICATIONS:

Leverage the power of summit Business Media

Group PublisherJohn [email protected]

SalesPublisherTamara [email protected]

Account ExecutiveJenn [email protected]

Account ExecutiveAnne [email protected]

Benefits Exchange Account ExecutiveCarrie [email protected]

EditorialGroup EditorJames Green800-933-9449 x [email protected]

EditorDenis [email protected]

Managing EditorJenny [email protected]

Summit Business MediaBenefits Selling is a division of Summit Business Media, the leading B2B media and information company serving the insurance, investment and professional service markets through a variety of channels, including online, print and live events. Summit Business Media provides breaking news and analysis, in-depth practice management strategies, business-building techniques and actionable data to the markets it serves. Through its Media and Reference Divisions, the company publishes 17 magazines and 150 reference titles. The Event Division hosts a dozen conferences in support of Summit Business Media’s magazine brands. Summit Business Media’s Data Division, comprised of Highline Data, Judy Diamond Associates and Agent Media, is the leading data provider of financial and marketing information on insurance companies, life and property-casualty agents and investment advisors. As part of the Summit Business Media suite of products, Benefits Selling offers unmatched, cutting-edge technologies and resources from our team of experts to help you reach your marketing goals.

CONTACT uS


Direct Marketing DataFreeERISA is a leading forum for reaching a substantial, loyal, and highly qualified audience of professionals involved in all areas of the employee benefits market while

they are actively engaging in their businesses. With 3 million monthly pageviews and 260,000 user email addresses, FreeERISA gives advertisers broad access to a unique audience. FreeERISA is operated by Judy Diamond Associates. Benefits Selling advertisers can contact their account executives for special pricing.

Reference DivisionIn print and online, this division offers a full range of resources for employee benefit professionals. The authoritative Tax Facts Series offers expert tax guidance in a Q&A format in Tax Facts on Insurance and Employee Benefits

and its companion sales-guide, Field Guide to Estate, Employee, and Benefit Planning, as well as ERISA Facts, and Benefits Facts. Tools & Techniques of Employee Benefit and Retirement Planning delivers succinct solutions and broad coverage of employee benefit plans. Over a quarter of a million professionals are using our products and services each year. Learn more at NUCOStore.com.

Summit Live EventsSummit Business Media’s Live Event division produces hundreds of highly successful conferences. Backed by the stronghold our Magazine, Reference and Data divisions possess, our events focus on delivering cutting edge content backed by world class execution and attention to detail. SummitLiveEvents.com | 800-831-8333

2010...read Benefits Selling (looked through three or four of the past four issues).+ 86% of...

Documents

Transcript of 2010...read Benefits Selling (looked through three or four of the past four issues).+ 86% of...