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Deepening Existing Broker Relationships

Cultivating New Broker Relationships

Go Direct to Employer

Carrier-Specific Tips

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Deepening Existing Broker Relationships

You’ve already done the hard work of getting ‘buy in’ from several benefit brokers… help them help you!
1
Access the client lists of brokerage offices that you have existing relationships with
2
Identify the employer groups in those offices that match up with your Ideal Customer Profile (“ICP”)
3
Pitch your broker contacts on getting introductions with those employer groups
Ideal Customer Profile = the type of company that would realize the most value from your product or solution

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Cultivating New Broker Relationships

Don’t waste time and energy chasing brokers that will lead to dead ends.  Target the brokers (and offices) that have exposure to your Ideal Customer Profile (“ICP”).
1
Isolate the brokerages that have exposure to your ICP
2
Drill down to the office locations within those brokerages that have the greatest exposure to your ICP
3
Launch outreach to the producers and account managers that work out of those office locations
Pro Tip: Every EB Vendor and Carrier is going to target the National Brokerages (Marsh, Gallagher, Mercer, Lockton, WTW, so on).  Consider targeting 2nd and 3rd tier brokers to differentiate from the herd!  Using BenefitFlow, you should be able to identify those ‘hidden gems’ that are smaller, yet have great exposure to your ICP.

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Go Direct to Employer

Direct outreach to HR decision-makers can shorten the sales cycle dramatically… however, the probability of success can be much greater if this is also coupled with outreach to the employer’s benefits broker.
1
Isolate the employers that have exposure to your ICP
2
Identify the HR leaders that make benefits decisions at those employer groups
3
Identify the benefits brokers that consult with the HR leaders at those employer groups
4
Launch outreach to both parties to put your offering at the center of discussions between HR decision-makers and their benefits brokers

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Carrier-Specific Tips

Carriers have some unique tools at their disposal in BenefitFlow.  With the ability to filter on Line of Business (“LoB”) and by Carrier, you can quickly identify the Brokers and Employers that matter most.
1
Let’s first assume I’m a rep that’s focused on distributing our Dental products in the state of Texas.  In that region, we like taking market share from [X Carrier].
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In BenefitFlow, you can filter our database of thousands of brokers to see the firms that are placing the most Dental premium with [X Carrier] in the state of Texas.
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I can then drilldown into those brokerages and see which office locations are placing the most premium, giving me a sense of where I should target my efforts.
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Lastly, you can access contact info for key producers in those offices to get the conversation started.
Last modified on February 12, 2026