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3 ways to win with compliance

Thursday, February 28, 2013
Written By
Alaine Dole

Compliance is a vital concern for any business owner, risk manager or HR representative. Learn how to leverage your compliance expertise to win more business with these three tips.

1. Capitalize on timely news

Sometimes we all need a little extra motivation to cold call a prospect. When important legislative news hits, it’s an opportunity for an easy conversation starter. For example, when OSHA issues its annual Targeted Inspection List, use it to your advantage by calling targeted businesses and asking if they are aware they are on the list. Or, when significant legislation or regulatory guidance is released, call businesses impacted by the change and ask if they are aware and prepared.

2. Challenge the incumbent broker

For lulls between breaking legislative news, you can still use compliance to get in the door. Focus on the prospect’s compliance needs and challenges, and how their current broker is (or isn’t) addressing those needs. Sample questions include:

  • How do you hear about important regulatory and compliance updates? Does your broker keep you up to date on legislative news or do you feel you are often in the dark?
  • Do you understand how health care reform impacts your business? Is your business currently in compliance with provisions in effect, and are you prepared to meet future obligations?
  • Are you confident that you currently comply with workplace safety regulations? How does your current broker support your safety needs and initiatives?
  • How is your broker helping you comply with laws such as OSHA, DOT, COBRA, HIPAA, FMLA and ADA, to avoid costly penalties and potential lawsuits?
  • Where do you turn when you have questions about compliance or new legislation? Is your broker a resource in this area?

3. Demonstrate your expertise

After you spark the prospect’s interest by discussing a new law or challenging the incumbent broker, it’s time to demonstrate your expertise. Start drip marketing campaigns specific to a prospect’s industry or compliance need – uncover this information through research and targeted questions during the initial phone call.

For instance, if a prospect with fewer than 50 employees mentions feeling lost regarding health care reform, send content specifically addressing the impact of health care reform on small businesses.

The resources you need

Broker Briefcase® has the prospecting resources you need to win business, from sample prospecting scripts to pre-designed drip marketing campaigns, and much more. Plus, sharpen your skills in every phase of the sales cycle with step-by-step guidance in the Producer’s Assistant tool, found at the bottom of the Broker Briefcase home screen.

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