Benefits Think 3 steps to create benefits marketing content that speaks to potential buyers
Providing quality insight that's easy to share can build trust and lead to additional opportunities and conversations.
Benefits Think Benefit advisers: reconsider and update your ‘ideal client’ profile
The better you know the target audience, the better you can target your message and services, and the more helpful and valuable you can be as an adviser.
Benefits Think Do you need a separate CRM from your agency system?
Advisers who are ready to get serious about their prospecting and marketing efforts are probably ready to consider a separate system to help manage those activities.
Benefits Think Now’s the time to declutter your marketing plan
Start slow and keep it simple to help prospects understand and appreciate your value proposition.
Benefits Think The biggest trap of business planning? Failing to write and share your plan
This outline will help you through the process of creating a plan for your agency that includes just what you need to make it a successful year.
Benefits Think Planning for producer success
As we approach the end of the year, this is the perfect time to establish a planning habit with your sales team, columnist says.
Benefits Think Why advisers may need to tailor their message
Adjusting your communications strategies can help lure prospects and build trust with current clients.
Benefits Think Regaining sales dominance via social selling on LinkedIn
In a TMI world, advisers must make themselves knowable and accessible to buyers through the research and decision-making process.
Benefits Think Critical thinking separates advisers from mere sellers
Are you an insight-driven organization? If not, you’re losing out on a tremendous opportunity.
Benefits Think The right way to re-educate clients (and advisers)
“Now it’s time to educate the clients. Stop calling them stupid, and stop blaming them. That’s not education,” our columnist says.
Benefits Think No, employers don’t always want your advice
Your clients don’t care how much you know until they know how much you care.
Benefits Think Why won’t prospective clients hire you? (Hint: You’re talking too much.)
Even when your audience knows nothing about your product or service, talking for extended periods of time is not a good idea. That’s a lecture, not a conversation.
Benefits Think Attention, angry brokers: Time to simmer down
Forget bad business decisions on commission splits and hiring choices — the most reckless and irresponsible decisions we’ve seen is the public hostility at carriers and all they represent.
Benefits Think Which excuse is breaking down client prospecting?
Agency owners have tried-and-true excuses for not finding and closing deals. Here’s how to face the hard truth that the need to get back to basics.
Benefits Think Confident leaders take the lead on company communications
If you’re not engaging on Twitter and social media, you're leaving your messaging and ideas in a desk drawer.
Benefits Think For benefit adviser success, create a winning theme
To motivate their teams, brokers need a rallying cry that evokes shared goals and a larger vision.
Benefits Think For benefit advisers marketing has become a whole new ballgame
To get your prospects’ attention, you need a highly visible presence that speaks to their needs.
Benefits Think Using social media to improve sales and retain business
Advisers need to put clients and prospects at the center of their online conversations.
Benefits Think An adviser’s pipeline needs both prospecting and marketing
For a business-to-business organization like a benefit advisory firm, a core function of growing the brand is to support sales efforts.
Benefits Think Still selling products? Your days are numbered
Brokers clinging to ways of doing business in the past, such as insurance spreadsheeting, are headed toward a quick retirement.