7 Clever Tips for Benefits Brokers to Get New Clients

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By
Devin Miller
March 23, 2022

Your job depends on continuing to delight and inspire new employer clients. Here are seven effective ways to do it.

Key takeaways:

  • 7 ways to bring in more employer clients:
  1. Highlight your successes
  2. Harness referrals
  3. Give your remote presence a boost
  4. Be consistent
  5. Provide valuable information 
  6. Use your network
  7. Offer the hottest benefits, like an ESA

To keep your benefits broker business moving, you need to continue bringing in new employer clients. This takes the right approach to sales, marketing, credibility, service delivery, and consistency. You must also keep up with the latest trends in the industry. 

Regularly engaging with clients is a must, as is supporting them and fostering a relationship built on trust. And it all starts at the very beginning with how you attract leads and get them to convert. 

Here are seven great tips to bring in more employer clients and keep growing your business as a benefits broker. 

1. Highlight your successes

Now is not the time to be modest. You should be showcasing all the wins you’ve had in the past, whether through case studies or testimonials. Don’t be afraid to talk to potential clients about all the success you’ve had. Give them specific numbers and data about how you’re different. They want to hear that you’ve helped people just like them before they will completely trust you and decide to use your services.

2. Harness referrals

Referrals work because people trust recommendations from others they know and believe. When you can nurture a client so much that they tell other employers about you, that’s a big win. Consider offering discounts or other incentives for both parties involved in a referral. And don’t be afraid to specifically ask for referrals or to follow up with them if they’ve gone silent.

3. Give your remote presence a boost

Chances are, you’ve had to meet with your clients remotely over the last couple of years. Do you still approach sessions as if they were in person? Focus on the technology you use, making sure everything runs smoothly for your potential clients. Make sure you always dress professionally and have a simple background behind you with a bit of professional décor for a splash of personality. Practice using your video conferencing tools so there isn’t a lot of distractions or issues during a meeting, which can look unprofessional.

4. Be consistent

Employers will quickly look elsewhere for services if they don’t feel that you’re consistent and genuine. This means you should always reach out when you say you will, follow up with them regularly, and follow through on any promises you make. This will require a dedicated outreach plan and an outline of the stages your potential clients go through when trying to decide about their benefits needs. Make sure they can see that you are a reliable resource and partner every step of the way.

5. Provide valuable information

Remember that you don’t just have to sell to potential clients constantly. You also need to show them that you’re an authority. You can do this by sending out newsletters and posting articles about topics in your industry. Start discussions online with clients and followers. Think about the real value of every piece of content you’re putting out there. Employers want to work with someone who has lots of experience and industry expertise. This takes lots of research, keeping up with trends and technologies, and staying abreast of any changing legislation that could impact you and your employer clients.

6. Use your network

The benefits market is more competitive than ever. Are you doing everything you can to grow and use your network? Aside from researching and staying up on trends, you should also be looking to make connections wherever and whenever possible. Attend industry events regularly, including local events where you could run into employers looking for benefits services. Don’t be afraid to reach out to an old contact or to add a new one to your list. Ask industry leaders if they’d meet with you to give advice. Networking is one of the most effective ways you can grow your list of leads (and find more valuable leads at that).

7. Offer the hottest benefits, like an ESA

Of course, you also need the most competitive offerings. Make sure your benefits packages provide all the hottest perks that today’s employers and employees really want. Benefits like student loan repayment assistance, paid time off for family leave and vacation, and mental health and wellness assistance are trending with today’s workers, according to Forbes. And, financial wellness is another area that people are always very concerned with, especially as the pandemic has caused economic strain for many Americans.

Providing a benefit like an employer-sponsored emergency savings account (ESA) will help your clients’ employees save for the future and gain peace of mind. Many people just don’t have separate emergency savings because they don’t think it’s important—until it’s too late and disaster strikes, like a job loss, medical emergency, or home repair catastrophe. ESAs are becoming more popular for employers, so offering a financial savings benefit like this can help you stand out from other brokers.

Why go with SecureSave for your ESA?

SecureSave makes it easy for you to help your clients launch an employer-sponsored ESA. Our program is designed to help workers build and self-service their emergency savings fund so they have the support they need during a hardship. Our savings app makes it easier than ever for employees to make elections, and employers can match contributions seamlessly.

Employees maintain ownership over everything they save, even if they leave the employer. They can customize their goals and have access to their saved money at any time. SecureSave is easy to integrate with payroll and HR software and is a lot more affordable than other financial wellness programs, which helps you stay competitive when attracting new clients. 

Learn more about SecureSave by contacting our team today.

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Devin Miller

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