We all get that technology players are rushing into thebenefits business and trying todisrupt the traditional broker value proposition and clientrelationship.

Brokers are being challenged like never before to demonstratetheir true value to clients and prospects.

Some view this as a daunting challenge, but I see it as anopportunity for brokers to continue creating client relationshipsthat are even more productive, sustainable and profitable.

Here are some suggestions on how brokers can strengthen theircompetitive position to win in the year ahead and beyond.

#1: Re-emphasize the fundamentals of being a greatbroker

Some brokers are trying to compete with, and position themselvesagainst, technology players.

It’s certainly worth knowing your competition well, but brokersshould never lose sight of what made them successful to beginwith--their expertise, personal service and unwavering clientadvocacy.

You should always be focused on excelling at brokerfundamentals: Crafting a great benefits plan for each client sothey can attract and retain the best employees, negotiating optimalplan pricing to reduce costs, and serving as your clients’ trustedadvocate.

This all may seem self evident, but it’s important to rememberthat most new players aren’t able to compete with what you do sowell. Take the overall benefits plan.

In my experience, nearly every time a tech competitor takes overa broker of record (BOR) their default position is to keep thecurrent plan in place.

Why? The business models of these tech companies are basedmainly on technology and scalability, not on advocating for clientsand personalized service.

Good brokers, on the other hand, are constantly fighting for thebest package for each client group, continually evaluatingdifferent carriers and delivering a customized combination ofservices.

When you emphasize the fundamentals of being a great broker, youremind clients of why they chose you and your agency in the firstplace.

#2: Articulate your value to clients

If anything keeps a broker up at night it is client retention.

Tech players want to focus their prospects (your clients) on theefficiencies their technology will create.

They don’t want to talk about choosing plans, negotiating withinsurance companies and advocating for the client and theiremployees.

Your job is to articulate clearly the core services you providein both written and spoken communications to clients.

In doing this, you will ensure that no competitor gets a “freepass” at trying to poach your business.

#3: Invest 10 to 15% of your commissions in tools thatsave your clients money and time

A good rule of thumb is to invest part of your commission incompelling, value-added services and tools that save your clientsmoney and make it very hard to unwind you from their business.

For example, online enrollment tools have led to huge efficiencygains for HR teams and meaningful increases in retention forbrokers; online enrollment is very hard to unwind.

You may also want to consider the rapidly growing technologycategory of online training, also called e-learning.

Your clients are likely already spending significant amounts ofmoney on training.

In California, for example, any company with 50 employees ormore is required to host a sexual harassment course for allmanagers.

When you quantify the real value of the efficiency building,cost saving services you provide, you create valuable “stickiness”in your client relationships.

#4: Establish a regular schedule of communicatingelements of your offering to clients

How you communicate the value of your entire services offeringis just as important as what you actually provide to clients.

Without communicating clearly and often, it’s too easy for yourclients to forget just how involved you are in adding real value totheir organizations and day-to-day jobs.

I’ve found that establishing a regular schedule forcommunicating this value is a powerful way to deepen and prolongclient relationships.

Make it a point to educate your clients every couple of monthson how they can take advantage of all the services you areproviding. For example, one month you might call attention tomeeting mandatory training requirements by using your e-learningplatform, and the next you might address the efficiency associatedwith your online enrollment tool.

Each service doesn’t have to be brand new to warrant a clientupdate. A simple email reminder of the services your clientsalready receive from you can go a long way toward keeping youragency top of mind.

It can also keep competitors locked out.

Knowledge is power. So is communicating that knowledge to yourvalued clients.

While it’s hard to predict the exact future of the brokerageindustry, you can be certain that the influx of new competitors inthe benefits space is not going to subside anytime soon.

It’s also safe to say that employer groups are still going toneed brokers who serve the essential role of being trusted partnersand expert advisors.

The more you can strengthen that essential partnership, the moreyou will enhance, expand and maintain your profitable clientrelationships for many years to come.