Let new business come to you: 10 add-on sales strategies for benefits pros

You are a benefits professional or an insurance professional also helping business clients in the benefits space. You believe every business with employees needs a robust benefits plan. You can buy lists and reach out by mail, phone or e-mail, but you want to meet business owners face to face. What are some conventional (and unconventional) ways you can make this happen. Since you are experienced and “This is not your first rodeo” we will skip over “Join the chamber” and ask for referrals, digging deeper instead.

1. Conventional: Service organizations: Most communities have chapters of service clubs like Rotary in their area. Rotary International has 46,000 clubs around the world. Membership is by invitation and members are often business owners and professionals. You join with the objective to be of service consistent with their goals, yet you have the opportunity to get to know many local business owners on a personal basis.
2. Unconventional: Business council at a local nonprofit. There are about 1.5 million nonprofit organizations in the US. You can name several in your community including museums, the hospital and symphony. Many have a membership program allowing individuals to affiliate and support the cause. Some have business members with a business council. When the business council has events, you can connect with local business owners on a social level. Many nonprofits have ways to raise the visibility of business who are their supporters.
3. Conventional: Networking groups. This one is a bit obvious. One of the best ways to get leads is to join an organization where providing leads on a regular basis is a requirement of membership. Business Networking Insiders lists five organizations as the best in the US. Using Le Tip as an example, they have 740 business categories and 120,000 members in the US and Canada. You have a requirement to provide leads regularly, but so does everyone else.
4. Unconventional: Knights of Columbus. This is an example from the Catholic Church, but other religions should have similar service organizations. You should find local business owners and professionals among the membership. Local business owners usually know everything that is going on in their community.
5. Conventional: Professional organizations. You have a niche market. This gives you an advantage over competitors. It is highly likely your niche has a trade or professional organization. Do not assume you are an outsider, ineligible for membership until you check out the local chapter’s website. Many associations have associate memberships for businesses that sell services used by members. If they do, the list of associate members should give you a good feeling.
6. Unconventional: Your barber shop. Hair stylists qualify too! It might sound like a stereotype, but everyone needs to get their hair cut and the dynamics between the barber, person in the chair and people waiting can resemble Off Broadway theater! I’ve sat waiting for my hair to be cut and heard about real estate soon to come on the market, far before any realtor. Obviously I contacted a real estate agent friend as soon as I got home.
7. Conventional: While we are on the subject, real estate agents know all sorts of good information. They know when a new shopping center will be opening, and which businesses are going in. You want to know some agents active on the commercial side of the market. Once deals close and are recorded in the public record, it should be OK for them to talk about it.
8. Unconventional: Teach a class. Among my 4,200+ LinkedIn connections I have a couple of hundred professors in the fields of accounting and financial planning. I am amazed at the number of financial planning professionals who have status, teaching at local universities. If you are teaching about retirement planning, chances are people who are business owners attending your class will consider approaching you or referring you.
9. Conventional: Business brokers. If you are looking for business owners needing a benefits plan, it makes sense to learn who has recently bought a going concern. As the name implies, business brokers help people buy and sell businesses. New business owners often have an interest in establishing new relationships, especially if they can reduce overhead expenses.
10. Unconventional: Find a favorite coffee shop. This is an example of how business finds you. If you pick an area with a concentration of local businesses, chances are the owners of shops and stores nearby will be regular customers at the established coffee shop. You want to find a spot with a bar and stools. You want to show up for breakfast or lunch on a regular basis. You will gradually get to know the regulars and become one yourself.

Related: Mastering sales prospecting: A 12-point plan to zero in on the perfect leads

Business often comes from unexpected places. You have a formal strategy for finding new clients. These are ideas to consider as add-ons. In most cases you find the business, but sometimes the business finds you.

Bryce Sanders is president of Perceptive Business Solutions Inc. He provides HNW client acquisition training for the financial services industry. His book, “Captivating the Wealthy Investor” is available on Amazon.