For many small business owners, purchasing benefits in the past had been about fulfilling a specific need, and benefits were often cookie-cutter, one-size-fits-all solutions.

Today, as the concerns of businesses and employees evolve, so too must employee benefits and those who help business owners make this important investment. Small business owners are constantly pressed for time, very close to their work, and sometimes hesitant to divulge confidential information.

But this difficult-to-reach group does respond positively to partnership — external support that feels genuine, knowledgeable, and in tune with their business needs, which shows that brokers have an opportunity to demonstrate their value to small business owners.

Employee benefits is one area in which brokers can showcase this value. Nearly 8 in 10 small business owners consider benefits extremely important for employee retention and productivity, and increasing employee loyalty, satisfaction, and productivity are among the top five priorities for small business benefits programs, according to MetLife’s 14th Annual U.S. Employee Benefit Trends Study.

In a recent white paper, Three Things Small Business Owners Don’t Always Tell Their Benefits Brokers, we explored what irks small business owners and shared our thoughts on how best to make genuine connections over matters like employee benefits. Let’s review these specifics and insights from real small business owners and experts:

Get informed about prospective clients’ business needs

Small business owners and employers often operate in the world of “niche,” and they appreciate it when external vendors make an effort to understand both the broader trends affecting their industry and the more narrow issues impacting their particular business model.

So, read up on a prospect by doing more industry- and company-specific research (such as reviewing their website), understanding their problems and positioning yourself to add the most value to every interaction.

Kelly Riggs, president and founder of Business LockerRoom, a sales coaching and leadership consulting firm quoted in our white paper, sums it up: “Business owners want to do business with people who have done their homework.”

Treat prospects like partners

Brokers who become and remain knowledgeable about small business trends will have an easier time approaching small business owners as partners.

Elicia Putnam, former owner of a small ad agency and now founder of the Portland-based Brand Genie, an online brand and logo generator, is quoted in our white paper saying, “I would love if someone came to me and said, ‘Here’s the issues we’ve seen with other agencies like yours and here’s how we helped them save money.’”

Don’t waste a small business owner’s time

Small business owners’ time is at a premium, because they are so involved in most aspects of their business. There is not much attention left for benefit-related issues, but this actually creates an opportunity for brokers to help improve the internal processes and programs at a small business.

For small business owners, time is money — so make the best use of yours and theirs during any interaction by securing insights that inform strategic planning for business growth. And consider putting aside conventional methods of client cultivation for these people whose businesses cannot afford for them to be absent. Putnam told us, “Oftentimes sales people or service providers would offer to take me out to lunch just to meet, and I hated that.”

Employee benefits are an investment in future success

Many larger employers invest in benefits for the long haul, but some small business owners consider decisions about benefits one-off occurrences. The successful broker helps small business owners see benefits as one part of a strategic vision for future growth and success, rather than one item to check off the to-do list.

Consider developing a relationship with small business clients that moves beyond the transactional and toward a substantial partnership. David Niu, founder and CEO of TINYpulse, a Seattle- based employee retention and engagement software company, says he wants his benefits broker to be a partner who helps him “understand what we should be looking out for as we continue to grow aggressively.”

Understandably, small business owners are hesitant to share much information with brokers they consider generic salespeople. It is the broker’s responsibility to approach prospective small business clients with relevant and strategic insights about how benefit programs support the overall growth and future development of their business.

This genuine approach is defined by the trust and mutual understanding that results from self-educating, encouraging partnerships, respecting a business owner’s time, and showcasing what choosing benefits today means for the business tomorrow.

Instant Insights /

4 ways brokers can forge relationships with small business owners

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