How the right local organization helps you get benefits business

Many wealth management and insurance professionals give back to the community. They do it for the right reasons, but picking up business is never far from their mind. The key is raising your visibility and staying top of mind when people have a need and are seeking a solution. How does the benefits professional do it?

1. Join the right professional organization. This is the most obvious strategy. School districts and local municipalities have state and county associations. Manufacturers get together too. Businesses of all kinds join the chamber of commerce. There is a tendency to think the more specialized the group, the less welcome outsiders without those professional credentials will be. This is often incorrect. Many professional associations offer associate memberships to businesses that sell a service used by members. Still need convincing? Check out their website and review the membership list. You will likely see the manufacturers association counts bankers, accountants, insurance professionals and temporary placement agencies as members.
2. Does the cultural organization offer business memberships? Many museums and other high-profile groups offer memberships designed not for individuals, but companies and fellow nonprofit organizations. They include features designed to raise the visibility of the business, urging members to shop locally. There are often separate events organized exclusively for business members. Board members who own a business might maintain both an individual and a business membership. This type of membership allows businesses to showcase how they are supporting the community.
3. How can you get onto signage? Nonprofits need to raise money. They hold events. This might be a 5K run with the names of sponsoring organizations printed on tee shirts worn by runners. They might host outdoor events where member organizations host a hospitality tent. This is an ideal opportunity to invite clients to attend. Charity galas often list the sponsors on the invitations, the website, and banners at the event. This connects your organization to the cause.
4. Get into the newspaper. People might get their news online, but local residents read the local newspapers, through their chosen form of access. Attending and sponsoring events should get you into publicity photos. If your firm raises money and gives it to the nonprofit, this is the chance to present a big cardboard check in front of photographers. Check out you local newspapers to see what they choose to publicize.
5. Meet the members. This involves showing up at events and making an effort to shake hands. Some groups do a version of a trade show, where you can set up a booth and meet people. Many groups do a business card raffle type drawing. You are getting their business cards, which you can utilize for follow up later. A simple, low-cost way is to become a regular at monthly meetings, attempting to meet a few new people each time and greet previous acquaintances.
6. Do they have featured speakers? Many community groups have a speaker at each meeting. Some are done over lunch or dinner. Sometimes the speaker subsidizes the cost of the meal. This gives you a platform to tell your story, ideally in the form of an educational talk.
7. Do they allow video classes for members? The pandemic lockdown changed the rules. Lots of groups moved to online programming. When the restrictions were relaxed, not every group went back to the old ways of doing things. Some continued to offer online training for members. This is seen as a benefit. Can you offer a seminar in an online format?
8. Can you hold a workshop? You sell benefits, but not everyone knows why they need a robust benefits package. Not everyone knows the options available, what their competitors are offering. If your group holds an annual conference, perhaps at the statewide level, can you get on the agenda to offer a workshop when they do breakouts?
9. Can you entertain clients? Does the group do a concert in the park or other major event drawing hundreds? Do they sponsor a bike race or marathon? This can be an opportunity to secure a block of tickets and set up a hospitality tent for their enjoyment. If the museum is staging a blockbuster show, can you arrange for clients and friends to have exclusive access one evening? Clients and prospects like to be treated as VIPs.
10. Can you write for their newsletter? Publications need content. They are often unable to pay for it. The need still exists. Not everyone can write. If you can and your Compliance department is OK with it, you could write some educational articles about different aspects of benefits plans, relative to your target audience. A regular monthly column helps build name recognition.

Your objective is to get across how you help people and be top of mind when they need help.

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.

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