For business owners, attracting and retaining quality employeesis always a challenge — especially as unemployment rates declineacross the country. As fewer people look for jobs, employers needto find ways to entice candidates to accept their offers and,perhaps even more crucial, to keep good talent from potentiallyleaving for better offers.

Providing a competitive benefit package is one proven way foremployers to attract and retain the best of the best.

But does this resonate with small-business owners? Not so much. Infact, most aren’t offering benefits at all, according to the 2015Principal Financial Group® Business Owner Survey, conducted byHarris Interactive. Somewhat shocking details from the survey —which measured the responses of business owners with two to 500employees — found that only slightly more than one-third, just 37percent, offer group coverage or employee benefits.

What’s behind this decision not to offer employee benefits?

• Are business owners too busy with other challenges to work thistask into their schedules? Only 19 percent say this is why.

• Do they lack the capital to afford benefits for their employees?Just 18 percent give this reason.

• Are they unsure about where to start? Only about 10 percent saythey’re overwhelmed by the process.

Surprisingly, the main reason business owners fail to offerbenefits is actually no reason at all — 52 percent saynothing prevents them from planning; they just don’t doit.

These numbers spell opportunity for everyone.

• For business owners, the opportunity exists to increase employeejob satisfaction and retention by offering a benefitpackage.

• For employees, the opportunity to acquire insurance protectionand prepare for the future may be a determinant for staying with acompany, or finding a new employer if the benefit package isn’tattractive.

• And for brokers, this is the time to seize the opportunity tohelp employers fill this void.

There are some simple ways to start the employee benefitsconversation with small business owners.

1. Offer a complimentary financialreview — Help small business owners understand their needsby sitting down for a complimentary financial review.

2. Uncover market sweet spots and make localconnections — Seek out opportunities in your market. Reachpotential clients by building relationships with small businessesin your community. Often, businesses with small employeepopulations — 10-24 employees — will express interest in addingbenefits. And newer businesses, those still getting established orexpanding, may need a nudge toward offering benefits toemployees.

3. Start with the basics — Discuss with clientsthe need to establish a foundation with core insurance benefits forthemselves as business owners, as well as their employees. But,don’t try to fulfill all their needs at all once. Fill criticalneeds first and return later to close any gaps.

4. Treat small business clients as big — Manybusinesses, no matter the size, arethe fulfillment of a dream andthe result of a smart business plan and plenty of effort. Offerchoice, affordability and flexibility so benefits can grow withbusiness owners as their business grows.

5. Offer cost-saving options — For any businessowner, keeping the bottom line out of the red is a top priority.Offering cost-saving options, such as voluntary benefits, is oneimportant way to demonstrate you have the business owner’s bestinterest in mind.

While it would be easy to discount these findings, I think it’sbest to use them as motivation to help small business owners findand keep talent. After all, keeping employees healthy, happy and productive is,fundamentally, the best business plan for any growing, vibrantbusiness.