As brokers shift alliances from carriers to clients, the relationship changes. (Photo: Thomas Phillips/ALM)

Though we still collectively refer to our BenefitsPRO readers as “brokers,” we recognize that they've become so much more in recent years. But listing “broker/consultant/advsior/educator/change agent” just doesn't work for practical purposes. At a panel hosted by Megan Chiarello of Grassetto Creative at the BenefitsPRO Broker Expo, “brokers” shared their perspectives on a changing industry and how brokers' business models and roles are changing in response.

Here's a look at a few of the “hats” today's broker wears:

Advisor

As brokers shift alliances from carriers to clients, the relationship changes from transactional to more consultive. “One of biggest challenges is putting ourselves on the same side of the table,” said Braden Manaco of Blue Horizon Benefits. “We want to be more than just their broker. Saturday morning, a client called and we were having a long conversation… he was asking a lot of hard hitting questions about a new HR manager. He used the term 'trusted advisor' which is something I don't take lightly.”

It's more than just the words the client uses to describe them–some in the industry are moving away from the traditional agreements that govern their relationships. “We prefer a consulting agreement,” said Jessica DuBois of Business Benefits Group, noting that that allows them to change up the pricing structure. ”Price tells a story about your quality.”

“We always have three ways our clients can engage,” Adam Berkowitz of Simpara HR added. “Broker of Record, consulting agreement or point solutions that work off of performance. There are a number of phenomenal vendors that you can engage with. You can implement these programs with your clients, most of the time for free, and you're going to look like a rockstar.”

Change agents

“We are change agents,” Berkowitz said. “That's the hardest thing we do in this business.” Businesses are unhappy with their increasing benefits costs, but committing to overhauling the entire process is daunting. It's very true that for most of our clients, there's a fear of change.

“I talk a lot about change, people run away from me,” De Paoli said. “CEOs and CFOs do not. You need to be willing to say your message on more than one occasion. Then when they're ready, you say, 'Okay, let's go. That may be a two or three year process.”

One tip Megan Cook of Adept Benefits offered the audience: find an expert. “There are change management organizations and consultants,” she said. “I connected with one in Seattle. She has an entire template for how to do change management within organizations, educating senior management and how to go downstream.”

Educator

Each of the panelists devotes a significant amount of time to educating their clients and prospects on the new ideas transforming the industry. Berkowitz's firm holds quarterly seminars. “We're starting at a point where the client has never heard of these things. By educating the market, we're not selling. We're educating, making them familiar.”

Even if an employer isn't ready to make the leap, brokers are sketching out the path for them to do it. “By educating along the way, when they get that big renewal, they're in a position to implement,” Cook said. “We had a client that we'd been doing all this education. They got a 47 percent increase. While they had been listening all along the way, they hadn't been expecting to implement all of this. We got their cost 40 percent below what they were at. That wouldn't have happened had we not educated for the six months beforehand.”

Marketer

Standing out from the competition is a must in today's environment. While all the panelists recognized the need for a comprehensive marketing strategy, they let the audience in on a few tricks.

“Templates,” DuBois said, referring the audience to a couple of useful websites. “Templates for inforgraphics, social media, slide decks. You're taking your thoughts and putting them on a template.”

Another helpful shortcut: email marketing programs, such as Mailchimp and Hubspot, which allow for creating and scheduling a series of emails. “It makes it as easy for you as possible but still looking professional,” DuBois said.

That's a requirement for Allison De Paoli of De Paoli Professional Services. “I'm a stickler for brand,” she said. ”Our marketing automation is consistent, it has a clear voice. Everything is branded the way we want it to look. Get a brand guide and embrace templates.”

Collaborator

With so many additional roles to play, there just aren't enough hours in the day for brokers to master everything. Thus, collaboration has become an essential part of survival in today's world.

“We collaborate with a number of other advisors, and we're a talkative bunch,” De Paoli said. “One learns something and somebody else learns something, and it's like wildfire.”

“There's no question that the prof growth and growth of our agency is the result of collaboration of many people in the industry, including our vendor partners,” Berkowitz agreed. “It's natural. I would encourage going outside of the industry, finding groups that can hold you accountable, other business owners.”

Overwhelmed by all of these new hats? It's a lot to take on, but one key the panelists stressed was to take advantage of the resources and tools available–be smart about where and how you spend your time. “Being a successful organization requires outsourcing, automation, having a systematic process and executing time and again,” Berkowitz said. “We have to automate all the junk.”

Read more of our Expo coverage:

• Broker Expo keynote: How to create your S-T-A-M-P
• Meeting with the C-Suite: Don't mention health insurance
• Knowing your worth, and other strategies for brokers to build their businesses