IF YOU WANT TO DIFFERENTIATE YOURSELF, YOU MUST DO SOMETHING DIFFERENT
This is such a simple idea that I don’t want to clutter it up with a lot of words. So here are just a few quick points that should help you apply it to your business:
1) As an agent, you want to get your foot in the door with new employers. The best way to do that is to lead with something different than what the current broker is showing them.
2) When you do, you’ll want to remind the client why their company is offering employee benefits in the first place: to attract and retain quality employees. But those benefits aren’t going to be a deciding factor for prospective employees if they’re basically the same as all of their competitors are offering. The employer also needs to offer something different.
Putting the two ideas together, you can get into more accounts and win more business by presenting new ideas that will help the employer offer a truly unique benefits package.
Health insurance fails on both fronts: the employer already has it and all of your competitors are offering it, so it’s definitely not a new idea. More importantly, it’s not unique. That doesn’t mean it’s not important. In fact, it’s the core component of the employee benefits package and is expected by most current and would-be employees. But it won’t get you in the door and it won’t serve as the tiebreaker - for you or the employer.
What will? All of those ancillary, voluntary, and “non-essential” benefits that you keep hearing about but keep dismissing because you’re so busy with your health insurance renewals.
My advice? Stop dismissing them! Instead, take some time to listen to some new ideas, then share those innovative solutions with your clients and prospects. You’ll be glad you did – and so will they.
Oh look! Here's one of those solutions now. Click the banner below to learn how freshbenies can help solve five common employer challenges.
Now it’s your turn! Do you have a strategic way of differentiating yourself? Comment below or email me at firstname.lastname@example.org.