Let me answer the question in this context. How does a broker - or any other financial service provider - add value to a client relationship? Here are just five of the ways I've observed that have worked the best with other brokers, and also what my firm strives for as well.

1. Conduct yourself as a professional. This means doing the basics: show up on time, do what you say you're going to do, never tell a lie, say please and thank you, etc.

2. Understand your client's business. Where have they been, where are they now, and where do they want to go? Ask and listen.

3. Personalize and customize your services. Your services may be the same for your particular niche. Communicate and deliver them to reflect the way your clients do business.

4. Provide leadership to your clients. We're in a time of great change now. Provide clients the help, direction and confidence they need to make the right decisions.

5. Make your client relationships with you easy. Your client's time is as valuable as yours. Help them make effective business decisions in an efficient manner.

If you can do all of the above, then you will grow with the client and be eminently referable.


What makes for a long-lasting career in benefits?


The ability to solve the human capital management challenges faced by business owners.



Put clients' interests ahead of your own. They win, you win!



Understanding clients' needs. Determining the issues and finding creative solutions.



Experience, knowledge, being a student of their industry and their customers' industries.



A track record of success and satisfied clients.




Integrity and a commitment to empower clients with knowledge and understanding.

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