Serving small businesses as a benefit adviser can be a tough proposition. Small businesses consist of a handful of people wearing multiple hats, so the role of HR is often wrapped up in a job description with other priorities. For advisers, working with small companies often represents the same or more work as a larger company for less commission, simply because fewer policies are being sold.

However, ignoring small businesses because of their size is a shortsighted strategy. Small businesses employ more than 50% of working Americans and make up the vast majority of U.S. companies. As an adviser, it’s important to choose your clients carefully — just don’t overlook high-quality prospects. The small business market is full of opportunity because, by definition, small businesses have fewer resources to dedicate to their business problems. While they might recognize the importance of benefits and HR, those aren’t the highest ROI areas, consequently garnering less attention.

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