You might be thinking, "I'm not a technology expert; I shouldn't worry about that." But keep in mind: If you're not having conversations with your clients about technology, someone else is.

How to take a strategic approach

Taking a strategic approach doesn't mean you have to be an expert in technology. Being strategic means forming partnerships with those who are experts, while you act as a strategic advisor who can connect your clients to better technology solutions.

Know that you don't have to always be the expert

Advisors often avoid the technology conversation because they don't feel qualified to have it. By avoiding the tech conversation, advisors risk losing BORs to someone else that is willing to have them. Taking a strategic approach equips you with the confidence you need to start conversations about benefits technology, despite it not being your area of expertise.

Here's the deal: Your competition is willing to have conversations about technology, but they're not experts either. They're winning and securing BOR status because they have the tech conversation anyways. Advisors who embrace the tech conversation rely on strategic partnerships with industry experts, gaining confidence from having a team of specialists to support them.

Finding the right partner

The right partner sets you up for success by equipping you with the solutions you need to win and secure BOR status, but how do you find the right one?

First, look into technology partners that can deploy multiple technology solutions. This kind of partner positions you for success because you're not just bringing one technology solution to the table. Technology partners take a deep dive into your clients unique needs to identify the best-fit solution, rather than just taking a one-size-fits-all approach. Your partner does the legwork, while you act as the strategic advisor who connects your clients to solutions that truly work for them.

Technology partners will fully service the solution, so you don't have to take on that burden. This allows you to connect clients to the right solution for them without having to learn the ins and outs of multiple platforms.

Next, see what their client service is like. In an industry where the bar for client service is set so woefully low, you can stand out by connecting your clients to a dedicated support team. You and your clients shouldn't settle for ticket queues and inconsistent support teams. The right partner is there every step of the way, from implementation to ongoing support. Your clients' inquiries will be answered promptly, and they'll love you for connecting them to a support team that truly cares.

Lastly, look into other services a partner can provide. Some partners offer Dependent Verification services, COBRA administration, call center support, and more. Having a partner who offers these enhanced services helps you avoid industry disruption, as your clients come to you for services like these first. If you can't connect clients to enhanced services, clients will look to someone who can. Whoever that may be will try to sell your clients on the great products you're already offering, taking BOR status from you.

Another advantage to having a partner who can offer enhanced services is that your clients won't need to work with multiple vendors. Take COBRA, for example. The enrollment information needed for a COBRA system already exists within the BenAdmin platform that your partner is servicing. That means relevant data can flow right into the COBRA system without bringing in another team, streamlining the process. Your clients will also benefit from the same level of support they've come to love and expect.

Start the conversation early

A strategic advisor doesn't wait until the fourth quarter is approaching to get the ball rolling. Starting the technology conversation as early as post-OE is a great time to get a feel for what clients' pain points are. For example, maybe they just struggled through OE because they're still relying on manual processes. The dreadful feelings of spending hours on administrative tasks are still fresh in the minds of HR teams, making post-OE the opportune time to deliver a benefits technology solution that would streamline these tasks.

Remember, industry disruption is here to stay, but you can protect your BOR status by staying proactive, especially year-round.

Conclusion

The competition for BOR status requires strategic thinking, proactive client engagement, and the right partnerships. By aligning with technology experts and offering tailored solutions, you position yourself as an invaluable advisor who addresses clients’ pain points and delivers measurable value.

Starting the conversation early and showcasing your ability to connect clients to robust technology and support services can make all the difference. The industry is constantly evolving. To keep up, you have to be proactive, resourceful, and client focused. Taking a strategic approach is the key to standing out and winning BORs.