Purpose
Employer discovery conversations are the foundation of every successful broker sale. The goal is to understand the employer's benefit philosophy, employee satisfaction levels, healthcare pressures, retention concerns, and administrative frustrations — before ever talking about VCD.
Training Rule: Talk 30% of the time. Listen 70%. The more the employer talks, the more you learn, and the more naturally VCD fits into the conversation.
Opening Relationship Questions
- "Tell me a little about your organization and your workforce."
- "What's most important to your team when evaluating employee benefits?"
- "How has your benefits strategy evolved over the last few years?"
Employee Experience Questions
- "What feedback do employees typically give regarding your current healthcare benefits?"
- "Do employees generally understand and utilize their benefits well?"
- "Have you noticed whether employees value preventive healthcare benefits more today than in the past?"
Cost & Strategy Questions
- "How much pressure are you under to balance cost control with maintaining competitive benefits?"
- "Have rising healthcare costs changed how you evaluate benefit partners?"
- "Are you looking for benefits that improve employee satisfaction without dramatically increasing costs?"
Health & Wellness Questions
These differentiate VCD from "eyeglass discount plans."
- "How important is preventive healthcare in your overall benefits philosophy?"
- "Do you see value in benefits that may help identify larger health concerns earlier?"
- "How important is employee productivity and screen-related eye fatigue in your workforce?"
Buying Signals to Listen For
Healthcare cost pressures · Interest in wellness · Recruiting difficulties · Retention concerns · HR overload · Employee dissatisfaction · Desire for simplicity
Future-Focused Closing Questions
- "If you could improve one aspect of your current benefits experience, what would it be?"
- "What would an ideal vision benefits partner look like for your organization?"
Download the Full Discovery Question Guide
Includes question banks for Brokers, Employers, Doctors & Providers, and Provider Staff.