In today’s competitive landscape, benefits advisors face increasing pressure to not only meet but exceed client expectations. Success in this environment means doing more than connecting clients to great benefits — it requires a proactive, year-round strategy. Advisors who position themselves as strategic partners, are better equipped to strengthen client relationships and secure BOR status. This blog post explores how you can leverage strategy and partnerships to stand out from the crowd and deliver lasting value to your clients.
Why strategy matters
Standing out in a crowded industry isn’t easy. A strategic approach gives you a clear advantage by enabling you to proactively address client pain points and offer solutions beyond just benefits. For example, many employers struggle with inefficiencies in their current benefits administration (BenAdmin) platforms. Identifying these gaps and presenting alternatives shows your clients that you’re attuned to their needs and focused on delivering real value.
If you’re hesitant to discuss technology because it’s not your area of expertise, remember that avoiding the conversation can cost you BOR status. Competitors willing to engage in these discussions — even without technical expertise — often secure BOR by aligning with the right technology partners. Being strategic means having the confidence to initiate these conversations and connect clients to expert solutions.
How to take a strategic approach
A strategic advisor doesn’t have to be a technology expert. Instead, your role is to facilitate connections between your clients and the right resources. Here’s how to make that happen:
Partner with technology experts
You don’t need to master every detail of benefits technology. The key is to partner with technology providers who can offer tailored solutions for your clients. Look for partners that support multiple platforms, as this flexibility allows you to address a variety of client needs. Your partner handles the heavy lifting, enabling you to focus on your role as a trusted advisor.
Focus on exceptional client service
Client service can make or break a relationship. Many employers are frustrated with subpar support from their existing providers. By aligning with a partner that prioritizes client service, you can stand out. Whether it’s through dedicated account managers or quick response times, high-quality support reflects positively on you as an advisor.
Explore enhanced services
Strategic partnerships often extend beyond technology to include value-added services like dependent verification, COBRA administration, or call center support. These services not only solve immediate client challenges but also reduce their need to work with multiple vendors. For example, technology partners are great COBRA partners as well because they can integrate a COBRA system with the BenAdmin platform that they’re already servicing. This streamlines COBRA administration and keeps clients connected to the great service they’ve come to expect.
Timing is everything
One of the best times to start these conversations is immediately after open enrollment (OE). Clients’ challenges with manual processes and inefficient systems are still fresh in their minds, making it an ideal moment to propose solutions. By addressing these issues early in the year, you’re positioned as a proactive advisor who’s invested in their long-term success.
Conclusion
Winning and retaining BOR in today’s competitive market demands a blend of strategic thinking, proactive engagement, and reliable partnerships. By aligning with technology experts and focusing on tailored solutions, you can differentiate yourself as an advisor who delivers measurable value.
Start the conversation early, showcase your ability to connect clients with best-fit solutions, and maintain a client-first approach. The benefits industry will continue to evolve, but by staying proactive and resourceful, you can win and retain BOR and solidify your reputation as an indispensable partner.
