Benefits advisors operate in a competitive landscape. Securing appointments with potential clients is crucial to success, and appointment setters play a critical role in this process. Unfortunately, many advisors I've spoken with rely on generic appointment-setting services with subpar results. Here's how to transform your appointment setters into lead-generating machines through a strategic marketing perspective. I ran our SDR team for two years at HealthJoy and now often work to help drive leads for brokers and healthtech companies.

1. Deep dive into employee benefits:

Your appointment setters need to be subject matter experts, so it pays to train them on the intricacies of employee benefits. This is why it's important to work with the same staff and give them enough information to have them self-educate:

  • Product knowledge: Familiarize them with your brokerage's core offerings (group health, dental, vision, etc.) and their unique advantages.
  • Industry insights: Equip them with knowledge of current trends in employee benefits, employer pain points, and compliance regulations. Send them to; that's what I do!
  • Communication skills: Mastering clear and concise communication is crucial. Role-playing exercises can refine objection handling, lead qualification based on company size and needs, and build rapport with HR professionals. I've found that U.S. employees and near-shore LATAM services work well, but employees in India or the Philippines don't have the same performance.
  • Script mastery: Provide clear scripts tailored to different company sizes, types of benefits offered, and communication channels.

2. Multi-channel outreach, personalized approach:

Don't rely solely on cold calls. Embrace technology for personalized multi-channel outreach:

  • CRM integration: Integrate appointment-setting tools with your CRM to ensure call notes, lead details, and follow-up actions are readily available for a personalized touch.
  • Email automation: Utilize automated email sequences to manage outreach and nurture leads. Personalize content with specific company information and highlight benefits relevant to their industry.
  • Social media engagement: Train your appointment setters to identify potential clients on social media platforms like LinkedIn. Encourage them to connect and engage with HR professionals in relevant groups.

3. Foster a collaborative environment for benefits Expertise:

Create a culture of open communication and shared knowledge:

  • Regular feedback: Conduct reviews with constructive feedback and highlight achievements in securing high-quality leads.
  • Team incentives: Implement performance-based incentives that reward appointment setters for securing appointments with relevant decision-makers. Some vendors bake it in, but ask about it. Money makes the world go around.
  • Broker collaboration: Encourage open communication between appointment setters and brokers. Shared insights on current market trends and client needs can improve lead nurturing and conversion. If you have office webinars, invite them to learn.

4. Continuously upskill your benefits champions:

The employee benefits landscape is dynamic. Stay ahead of the curve with ongoing training for your team:

  • Industry updates: Keep your team informed about legislative changes, new benefit offerings, and emerging trends.
  • Compliance training: Ensure your team is up-to-date on compliance regulations related to employee benefits.
  • Sales techniques: Provide training on advanced sales techniques for qualifying leads based on company size and needs and effectively overcoming objections.

Embrace a more strategic approach:

Invest in your appointment setters, even if they are from an outside vendor. You can significantly increase your qualified leads by equipping them with the proper knowledge, fostering a collaborative environment, and constantly optimizing your strategies. Remember, appointment setters are the bridge between potential clients and closing successful employee benefits packages. Empower them and then watch your business flourish.

A strategic marketing approach to employee benefits appointment setting yields significant rewards. By implementing the strategies above, you'll transform your appointment setters into lead-generation champions, igniting your sales pipeline and securing a competitive edge in the employee benefits market.

Complete your profile to continue reading and get FREE access to BenefitsPRO, part of your ALM digital membership.

  • Critical BenefitsPRO information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events
  • Access to other award-winning ALM websites including and

© 2024 ALM Global, LLC, All Rights Reserved. Request academic re-use from All other uses, submit a request to [email protected]. For more information visit Asset & Logo Licensing.