Benefits Selling: Proven Strategies for Discovering New Clients

September 11, 2020

As important as benefits are to hiring and retention, it would seem that selling them should be easy. But every broker knows that this is not true. Selling benefits is one of the hardest things to do in the insurance business.

Your job as a broker is to introduce companies to the products that would benefit them and their employees the most. That is all well and good, but how do you find new clients? How do you develop leads into paying customers in a business environment that seems to both want and cringe at benefits simultaneously? You go back to the basics.

Short-Term Strategies

Discovering new clients is all about finding employers who need your services, even if they do not know it. Before you get started though, consider how you present yourself. Sometimes brokers fail right from the start because they present themselves as brokers. To an employer, a broker sells insurance. But you do more than that. You sell benefits packages. So present yourself as a benefits professional rather than an insurance broker.

With that in mind, there are three back-to-basics strategies for discovering new clients:

Long-Term Strategies

Long-term strategies for discovering new clients are bit more abstract. At the top of the list is creating and maintaining an online presence. We live in a digital world. No benefits pro is going to succeed in the long term without competing online.

If you do not have a website, hire someone to build one. Work with an SEO specialist and digital marketers to make sure your website produces results. Connect as often as you can online and you'll start seeing those new clients come to you.

You should also:

You can wait for new clients to find you or go find them first. It is up to you. But the more effort you put into client discovery, the more likely you are to find clients ready and waiting to join your book of business.

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