Every year, employee benefits brokers have the same discussion with their clients — how to cut costs on health benefits, shop carriers, and tweak plan designs. And while cost savings are important, relying on the same conversation as everyone else won’t help you stand out.
Instead of being just another “spreadsheeting” broker, differentiate yourself by shifting the focus. Employers are looking for more than just savings — they want solutions that make benefits administration easier and more efficient. That’s where benefits technology comes in.
Start by asking the right questions about their current employee benefits technology
To truly engage HR teams, move beyond cost-cutting discussions and dig into their benefits administration pain points. Ask questions like:
- How do you currently manage employee benefits enrollment and communication? What technology solution do you have in place?
- Are new hires, terminations, and life events processed manually with your carriers?
- Does your benefits platform integrate with payroll or HRIS, or are you stuck with duplicate data entry?
- How easy is it for you to access and analyze benefits data?
- Are employees using self-service tools, or is HR constantly answering the same questions?
- Are you verifying dependent eligibility during enrollment? When was your last dependent audit?
- How did your ACA filings go this year? Was the process streamlined or a major headache?
By framing the conversation around their technology experience, you uncover areas where they need support and can position yourself as the solution provider.
Address common employer pain points with a tech-driven approach
Once you understand an employer’s challenges, guide the conversation toward how benefits technology can help. Here’s how to approach common responses:
“We still use paper enrollments.”
If an employer is still managing benefits with paper, they are long overdue for a change. Many employers don’t even realize the solutions available to them, either because their current broker hasn’t introduced the conversation or because they’re unaware of the inefficiencies they’re tolerating.
If this is a prospect, it’s a prime opportunity to highlight how a modern benefits technology platform can streamline their processes. If this is an existing client, it’s time to act — before another consultant steps in with a tech-driven pitch.
“We’re spending too much time on manual processes.”
Employers facing administrative inefficiencies are eager for a fix. If they’re struggling with manual data entry, eligibility management, or compliance reporting, they’ll be open to hearing how the right benefits technology can reduce workload and improve accuracy.
“We have a system, but we don’t like it.”
This is your opportunity to step in with a better solution. If a client is frustrated with their current technology, they’re already considering a change. Show them you can provide options that align with their needs and improve their experience.
Don’t avoid the tech conversation — bring in the right expertise
Some benefits consultants shy away from technology discussions because they don’t feel confident in the details. That’s where a benefits technology partner comes in. A dedicated technology expert can help you navigate these conversations, identify gaps in an employer’s current system, and present the best solutions.
By working with a benefits technology partner, you position yourself as a strategic advisor — not just a benefits consultant. Employers trust brokers who bring innovative solutions to the table, not just renewal spreadsheets.
Secure your clients by leading with technology
Employers are ready for a different conversation—one that moves beyond cost savings and into efficiency, automation, and better employee experiences. If you’re not talking about benefits technology, someone else is.
Partnering with ebm ensures you have the expertise and employee benefits solutions to stand out. Let’s work together to help you attract, win, and retain business with a tech-driven strategy.
