How to Strengthen Your Client Relationships as a Benefits Broker
In today’s competitive business climate, benefits brokers need to do everything within their power to maintain and grow their revenue streams. One of the most effective ways to do this is to build a client pool that’s not only loyal to your services, but also speaks highly of you to their peers and contributes to your strong reputation.
Let’s take a look at how you as a benefits broker can successfully build, engage, and nurture your client base:
Focus on Building Trust With Your Clients
Every successful relationship depends on trust—no matter if it’s professional, romantic, or based on friendship. This is why it’s so important for your clients to trust you to keep their best interests in mind. Not only does this mean they’ll stick with you through thick and thin, they’ll also be more likely to recommend your services to other potential clients. A great way to build trust with your clients is to maintain clear and reliable communication channels through which they can contact you for assistance at any time.
Also, ensure that you are honest with them about all aspects of your provided services. If your client can trust you to talk straight and “tell it like it is”, they’ll be more willing to seek your advice. Tell them about all of their available benefits options and help them understand the differences—even if some of them may yield less revenue for you and your agency in the short term. This kind of honesty is an investment that always pays off in the long run.
Personalize All Solutions And Interactions
Every one of your clients is unique—their employees, their products, their vision. As such, no one solution you offer should be exactly the same for different clients. They all have different needs, and your proposed solutions should reflect that. Ensure that you have a reliable understanding of your client’s business, history, and wider industry.
Using this information to inform your services will inevitably lead to a better result, and will reflect well on your abilities and attention to detail. Additionally, always try to go the extra mile when personalizing your correspondence and interactions. Calling someone by their name can make all the difference, especially when you’re aiming to develop trust.
Position Yourself As a Strategic Advisor
One of the best ways to strengthen a client relationship is to elevate your standing from merely being a benefits broker, to that of a benefits advisor. This means that, in addition to consistently providing high quality communication and service, you should also be able to provide valuable insight in terms of your client’s strategy and long-term benefits goals. This will be considerably more effective if you can make sure that your benefits portfolio includes only the best solutions that you know can deliver value for your clients and their employees.
TrueConnect is a highly vetted and transparent voluntary benefits program specifically designed to help employers help their employees gain access to emergency loans or cash when they need it most. If you would like to learn more about how TrueConnect can contribute to your benefits broker success, please get in touch or book a consultation.
You may also enjoy our brand new Benefits Broker Survival Guide, which can prepare you with the tactics you need to successfully navigate a number of potentially challenging scenarios. You can download your free copy here