Here are a few things I've learned from my mentors, my colleagues and my experience during the past 16 years of advising clients on benefit programs.
Getting started
Whether you are entering our industry as a carrier representative or a broker, consider selecting a company with as few people between you and the client as possible. Shareholders and regional vice presidents will almost never help you get and keep business. They will demand your attention and resources at the most inconvenient times.
Focus
The best producers I know have specific areas of focus. It's imperative to know your client's business if they're going to share their large problems with you. Solving substantive problems for your clients compresses the sale cycle and keeps your competitors out.
Education
Earning a designation, especially early in your career, illustrates to a technical buyer that you are dedicated to your trade. When I started in the business at 22 years of age, I looked about 15. Now that I am 38, I still don't quite look my age. Education helps reinforce your professional capabilities.
Barriers to complacency
To stay fit, I run. A lot. I've been fortunate enough to have the same running partner for 10 years. Without him, I know I would run half as often and about half as fast. Sales coaches, study groups and serving on boards provide similar accountability in the professional world. If you fill your day with productive tasks you enjoy shared with people who motivate you, work and leisure become indistinguishable.
Competition
Good and fair competition refines your value proposition and codifies your client's decision to do business with you. Without a solid vetting process, you might be competing often for the same client.
Transparency
Your client deserves to know what you will earn before they hire you. This allows the client to place a value on the services that are being proposed. Yes, this is particularly important for projects where employee purchases are creating the revenue. This information ultimately will be learned by the client. Nothing creates a credibility gap faster than having a competitor bring this information to your client for the first time.
Partnership
Don't be afraid to have your client's become close with their carrier partners. If you have done your job correctly, you should be proud and confident in making the introduction and fostering the relationship. As soon as your client views their carrier as a commodity, guess who's next?
