You've met with three or four insurance brokers, and all have given you spreadsheets presenting proposals from a number of insurance carriers vying for your company's business. Most of these spreadsheets, from all the brokers you met with, show basically the same selection of programs.

You go through each plan to understand it as best you can. You even run it by some other employees to get their input. Finally, you make a decision, call the broker to give him the good news, and away you go. The broker? Well, since all the brokers showed basically the same plans, you call the broker that also sold you the property and casualty insurance to your firm.

What have you forgotten?

It's a problem.

Your new group medical insurance plan has been in force for some time now. Employees come to you at least several times a week with claims problems, benefit questions and complaints.

Your job is NOT to be an insurance expert, so you call the broker that sold you the plan, looking for help. When he calls you back a couple of days after you left him a voice mail, he says he will check into your various questions and get back with you.

The broker calls you back a week later, with some garbled answers that really don't address the issues. You end up having your assistant call the insurance company's toll-free number, where she gets passed around to three different extensions, still not getting answers.

The forgotten factor

Go back to the beginning. You spent a lot of time trying to choose the right group insurance plan. But you really didn't put much consideration into which broker to write the program with. Broker selection was the forgotten factor.

Choosing a good broker is at least as important as which plan of insurance you select.

What should an employee benefits broker provide to you?

The broker will talk to your employees.

Your employees should be able to call your broker's office with claims problems and benefit questions, and talk to someone who is knowledgeable and will not leave them hanging. Your broker's office should be a dependable resource to you and your employees.

The broker will talk to the insurance company.

Your broker should do most or all of the communicating with the insurance company for all claims and billing issues. Again, you and your employees are NOT insurance experts. Your broker's office should be.

The broker will become a trusted advisor.

A good broker will become an extension of the human resources efforts of your company. His office will, by keeping your benefits program efficient and well-serviced, help you hire and keep the best employees. Even more than your accountant and attorney, he and his support staff will become trusted advisors.

How can you choose a good broker?

Make sure that your broker is a specialist in employee benefits. This will not be the broker that handles your property insurance or personal financial planning.

Ask for a list of at least 15 of his local business clients that have used his firm for at least five years, and call these referrals asking what type of job the broker's office has done for them. If the broker balks at this, or only can give you a few referrals, move on.

Make sure the broker has a knowledgeable and experienced staff. The broker is only one person, and he will often be out of the office. You should ask to talk to the person in the broker's office who will be handling the day-to-day servicing of your plan. Talk to that person on the telephone and make sure he or she seems competent and will be comfortable to work with.

The broker is often the forgotten factor. And don't you forget it.