Now that we're into a new year, it's a season when many employee benefit consultants turn their sights to earning new clients. Do you still chase new business? Simply getting your foot in the door can be the ticket to earning a group's business, even if they already have a broker. The challenge becomes: How do you get them to open the door?

Here's an idea! For eight years, I've worked alongside brokers selling telehealth, advocacy and other non-insurance benefits. Bundles of these services are an appealing strategy to prospective groups around the country. If you approach it correctly, they can open doors and set you apart from other brokers. 

TIP #1: Watch your approach

You'll need to change your approach based on where you are in the product cycle. When trying to get your foot in the door, you want an idea that's innovative enough that someone will want to talk with you to learn about it, but not so early in the innovation cycle that most people won't actually bite.