Your business growth potential is limited to how you position and communicate your services. As a benefits broker you are likely prospecting to one of four people: the business owner, CFO or other financial professional, the HR manager or the employee benefits manager. When you open your pitch by speaking to their “pain,” you are more likely to engage your prospect because they will begin to like, believe and trust you.

As a former general counsel, benefits and HR manager, I received numerous calls from benefits brokers trying to win our business. Most of the time, I had no time to listen. Had these brokers spoken to my pain, namely company profitability and compliance, I would have made time. The following openings, for example, would have engaged me:

“Did you know that employees win employment-related lawsuits over half the time, and that the average verdict costs employers approximately $200,000 not including the costs of defending the lawsuit? Fortunately, as part of my services, I offer a compliance solution that will help your company avoid these costly lawsuits.”

“Studies show that for every dollar spent on workplace wellness reaps three dollars in health care costs savings. If that’s not enough, workplace wellness initiatives improve employee productivity and morale. As part of my services, I can help you not only get competitive insurance rates, but I can also help you implement and support a workplace wellness solution to improve your bottom line.”

Engage your prospects with these recently added Broker Briefcase Benefits tools (simply search by title). By doing so, your prospect will begin to like, believe and trust in you, and you will be well on your way to closing the sale.

– Prospecting Script: Business Owner
– Prospecting Script: CFO/Finance Person
– Prospecting Script: HR Manager
– Prospecting Script: Benefits Coordinator
– Value Proposition Worksheet: Positioning for the BOR with BB BE