Small business owners rely on and nurture relationships. Partner with attorneys, accountants and local associations to connect with these business owners.

Offer your help in meeting their core benefits needs first, such as medical, dental, life, disability and vision, as foundational elements of the program. Consider voluntary options if cost is a limiting factor for the employer. Then, later expand coverage to include supplemental benefits like critical illness to fill gaps. Remember, too, that because of so many benefits choices, small employers might worry that they’ll make the wrong choices in choosing offerings. Your job is to help relieve that anxiety and help them pick the right benefits for them.

Small businesses don't view themselves as small—they crave choice and flexibility just like everyone else. So be sure to tailor a package that meets their specific objectives. While it can be simple, be sure it feels customized to the employer. Don't suggest a generic pre-packaged benefit design.

Partner with a carrier that has expertise in the small case market—one that offers creative product solutions and can provide flexibility and robust support for both you and your clients. This is critical in the small case market.

All in all, don't let the word “small” deter you from going after this market segment. It's big business and, if done well, it will produce big results and help you expand your client base.