Sponsored Contentby Transamerica

There’s a whole breed of new kids on the block competing foryour business – whether you like it or not. Everyone is talkingabout disruption in the benefits industry,which includes insurance aggregators and other online-based models.You’ll need a smart and proactive approach to distinguish yourselffrom industry upstarts before they start eating into your profits.

Established benefits brokers have attributes and skills that thenewbies simply don’t have. Here, then, are key things that you cando to stand out from the pack.

1. Deliver client value

Figure out what your clients really want and give it tothem.

Offer products and services your clients value – chief amongthem customer service. Emphasize thepersonal touch. You know how to deal with your clients. Yourprimary role is not that of a salesperson, but rather a consultant.Provide that value-added service that clients have come to expect,and you’ll immediately pull ahead of much of the competition.

2. Be innovative

Your clients have come to expect certain products and services,but what about those they don’t expect, like insurance and HRsolutions tailor made for individual client needs? You best knowyour customer and their evolving benefits needs -- capitalize onthat knowledge. Stay on top - and ahead - of market trends.Employers are constantly looking for ways to decrease health carecosts, for instance, so if your health insurance business is on thedecline, you can offer other cutting-edge and specialty insuranceproducts and services to offset the loss.

3. Touch base with your current clients

Don’t underestimate the value of a friendly, familiar face.Remember your current customers while you’re out there trying tocatch new business. Your existing client base is your best sourceof advertising; word-of-mouth recommendations can go a long waytoward garnering more business – even more than many priceymarketing campaigns. Neglecting current clients at the expense ofprospective clients is simply counterintuitive, and will leave youwith nothing. Teach your agents to be good listeners so that they,too, can perfect their customer service.

4. Look Inward

There’s always room for growth, but when business is good, it’seasy to be complacent. Regularly assess youroperations, looking closely at risk management, software solutionsand more. Devise strategies for improving those parts of thebusiness that most need it. And make sure you haven’t neglectedagent and ancillary staff training. Encourage your agents to letyou know both the good and the bad. Agents can learn a lotfrom their peers – and by hearing their triumphs and travails foryourself, you’ll be much better equipped to mentor your employeesin the way that works best for them.