Small business owners spend their time in two buckets — work and family. When approaching them for their business, offer them something in one of these two areas. A panel Tuesday at the Workplace Benefits Renaissance conference in Atlantic City, N.J. offered brokers tips and insights like these from successful small business owners who care for their employees like family.

None of this is a surprise for our readers and those in attendance at the conference, many of whom are small business owners themselves. But entrepreneurs outside of the benefits field have different perspectives. Three tips for brokers to keep in mind about small business owners are:

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