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Most carriers in the workplace benefits space are looking to establish relationships with new brokers. While they have compelling reasons for leaning on their tenured advisors (especially those generating significant production), they need to find future revenue sources in order to ensure long-term success.

Where can carriers locate new distribution partners? Pursuing veteran brokers is certainly appealing, but though those who are comfortable may be resistant to change. Luring heavy-hitters with abundant books of existing clients might seem especially tempting; however, competition for these advisors is fierce, with many placing considerable demands on carriers seeking their business. While one should not discourage this pursuit entirely, a sensible recruiting plan could target less established, and therefore less demanding, salespeople.

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