Move beyond cost-cutting: Start the conversation that actually sets you apart
Every renewal season, brokers across the industry have the same conversation with their clients. They talk about how to reduce healthcare costs, shop carriers, and adjust plan designs. While cost containment is undeniably important, it’s no longer the conversation that gets employers excited — or earns long-term loyalty. If you’re still leading with pricing, you’re likely blending in with every other benefits consultant at the table.
Today’s HR teams are facing bigger challenges than just premium increases. They’re navigating growing administrative burdens, disjointed systems, and rising expectations from employees. They’re not just asking how to save money — they’re asking how to make the entire benefits experience easier to manage. That’s why now is the time to shift the conversation away from spreadsheets and toward solutions that actually move the needle.
Start by asking smarter questions
The fastest way to differentiate yourself is to stop focusing solely on plan design and start asking about their benefits administration experience. These questions not only help uncover operational pain points, but they also position you as someone who understands the full scope of HR’s challenges.
Ask how they currently manage new hire enrollment, terminations, and life events. Dig into whether their benefits data flows between systems or if their HR team is stuck with duplicate entry. Find out if they’re constantly answering employee questions, or if their benefits platform supports employee self-service. Ask whether they’ve conducted a dependent eligibility audit or how their ACA filing process went last year.
These aren’t just technical questions. They can open conversations that help you uncover inefficiencies, compliance risks, and opportunities to add value in ways that go well beyond cost.
Respond to their challenges with real solutions
When you start asking the right questions, you’ll hear familiar pain points. Some employers are still managing benefits on paper. Others are stuck in manual workflows or tied to outdated platforms that no longer meet their needs. These moments are your opening.
If an employer is still using paper forms or relying on email to manage benefits elections, they’re long overdue for a technology upgrade. In many cases, they may not even be aware of what’s available to them—either because their current broker hasn’t brought it up, or because they’ve resigned themselves to the status quo. This is your opportunity to introduce better tools and a better process.
If your client is spending too much time on manual processes (managing eligibility, processing changes, or chasing down forms) then automation and integration should be central to your next conversation. You’re not just helping them save time; you’re reducing errors and protecting them from avoidable compliance headaches.
And if an employer already has a benefits system but isn’t happy with it, don’t shy away. They’re likely already considering a change, and they need someone to help guide them through their options. Show them that you’re not just pointing out flaws — you’re coming prepared with a plan to improve their experience.
You don’t have to be the tech expert — you just need one on your team
It’s understandable that not every broker wants to get into the weeds of technology. But that shouldn’t stop you from leading these conversations. With the right benefits technology partner, you don’t need to have all the answers. You just need to know how to spot the opportunity.
A technology partner can help you evaluate your client’s current setup, identify where it’s falling short, and deliver a solution that fits their specific needs. That kind of partnership turns you into a strategic advisor — someone who’s not just managing renewals, but helping to modernize the way benefits are delivered and administered.
Lead with technology, win with strategy
Employers are ready for a different kind of benefits conversation. One that moves beyond plan spreadsheets and premium comparisons. They’re looking for guidance, efficiency, and support. And they’re more likely to stay loyal to brokers who provide it.
When you lead with benefits technology, you demonstrate that you understand their day-to-day challenges — and that you’re here to help solve them. That’s the kind of broker relationship employers are looking for. And that’s the kind of conversation that helps you win and retain more business.
