4 Misconceptions About Benefits Technology That Are Holding Brokers Back

Chad Schneider Benefits Communication

The biggest difference between a competent broker and a great broker isn’t their work ethic, industry connections, or even a holographic business card–it’s a willingness to change with the times.

And yet, many brokers resist trying new things–especially when it comes to benefits technology. And frankly, their stubborn beliefs–or maybe it’s just complacency–are preventing them from taking their business to the next level:

Belief #1: ‘My job is to do what my clients tell me.’

Sure, you want to make your clients happy. But you’re not their servant; you’re their consultant. Occasionally, you’ll need to push back on their suggestions, and sell them on problem-solving technology they might not have heard of. If you’re not able to provide this kind of expertise, sooner than later they’ll find someone who can.

Belief #2: ‘If I’m not running on-site benefits meetings for my clients during Open Enrollment, I’m failing at my job.’

Your clients might like the idea of a personal touch, but let’s be honest: watching you click through a PowerPoint presentation isn’t that personal. Or effective. Digital benefits communication tools can give employees much more personalized advice–without clip art or conference rooms.

If this development worries you, it shouldn’t. The less time you spend on the road during Q4 clicking through slides, the more time you’ll have to do the high-level strategizing and planning that makes you most valuable to your clients.

Belief #3. ‘My smallest clients can’t afford benefits technology’

Digital enrollment platforms, payroll systems, and benefits communication tools have been available at prices even your smallest clients (read: 100 employees or less) can afford for a while now. If these clients are resistant to moving from paper to digital, keep telling them what you already know: It’s one of the best investments they’ll make.

Belief #4. ‘I’m too busy to research and pitch this stuff’

I know you’re swamped. But if your competition is proactively carving out the time to learn about and pitch benefits tech to clients and you’re not, sooner or later your business is going to suffer.

You don’t want to overwhelm yourself, and you definitely don’t want to overwhelm your clients. So start by blocking off 1-2 hours a week for new tech demos. By the end of a year, you’ll have learned about 50+ new possibilities that you can share. Cherry-pick one or two tools you think your clients will actually use and benefit from and let that be enough.