When you are selling a group benefit plan, you have to interact with Users and Choosers. Users are Plan Administrators and Plan Members - that is, employees who make claims and the office admin staff who have to administer the plan on a daily basis. Examples include HR Managers, Office Managers, CFOs, Controllers, and so on. There are also Choosers - the group who ultimately make the decision and sign on the dotted line. These are CEOs, Owners, Board Members or they could be a CFO or HR Manager if they've been given the unilateral authority to hand off control. In this episode, we explain the difference and what motivates each party. You'll need to work hard to win over all parties even though they have opposite financial motivations.