New Year's resolutions for success

It’s that time of year – when everyone starts brainstorming what their big New Year’s resolution will be. At the same time, many of us in the voluntary benefits industry are beginning (or have already started) to plan for the upcoming year, looking back at our wins and losses over the past year to understand what changes we need to bring to our approach for success in 2024.
 
For some, creating New Year's resolutions in the workplace might sound childish. But with over 20+ years of experience in the industry, I have learned that some of the most successful brokers/consultants use the concept of “New Year’s resolutions” to help set professional goals, take advice from industry peers, and adapt to our ever-evolving market. And while much of my experience has been on the carrier side, I most recently worked on the broker/consultant side of the industry. What I gained from that experience has given me a new perspective on what is valuable and what is important to all of us in the industry.
 
So, in light of the New Year approaching—and with a newfound perspective on the broker side of the industry—here are some of my resolutions for how I plan to approach clients. They’re also suggestions broker partners can use to drive success for themselves in 2024.
 

Resolution 1: Know your audience: position yourself to talk to the right people

To be effective, you have to know the right people to talk to. When evaluating your outreach goals and targets, categorizing them can help you be more successful. Is the person you’re contacting a buyer, someone motivated by financials, the buying process, and is a key decision maker? Are they an influencer, someone who may have past experience with the product, but low buying authority? Or could they be your champion, the one who can advocate for you, the product, and present it to decision-makers?¹
 
Make one of your resolutions to take the time to map out who you plan to talk to and try to categorize each person into these (or similar) buckets. Not only can it help you save time in unnecessary outreach, but it can help you frame conversations and show that you understand them, their roles, and how you can be helpful to them.

Resolution 2: Commit to doing your homework — plan accordingly and be prepared for critical meetings

In the insurance industry, we aim to perform our roles effectively and efficiently, regardless of which side of the business we’re on. I’ve spent most of my career in various service and sales roles, and I thought I had a good understanding of what my brokers/consultants were looking for—responsiveness, competitive rates, best-in-class service, and quality of products. While all those things are true, I didn’t understand how valuable the concept of time was. We all know there is never enough time in the day. But, in our industry, time is so critical to success.
 
I’m aiming to help with this, and you can too. By making it a resolution to make time to organize your schedule, conduct thorough research, and tailor conversations toward the client's needs; you’ll show your clients that you value their time, help yourself establish credibility, and make your communication more fluid. There’s no better way to earn someone’s respect than to be prepared and to efficiently utilize the time they've made available to you.

Resolution 3: Be more involved — drive value wherever you can

In today’s world, it is expected that you be available whenever you’re needed. But simply being available isn’t enough. It’s important to be actively involved in your client’s network and local community. Whether it’s attending client conferences, meetings, and lunches, or involvement with community events like fund-raisers or volunteering events—getting involved builds familiarity with your brand, trust in your ability to be an actionable partner, and most importantly—maximizes your chances of being remembered.
 
Give yourself the resolution of attending one community event and one client-focused event a month. Over time, you’ll become more noticeable, likely to be approached for your services, and seen as a stand-out amongst industry peers.

Takeaways

In my new role with Trustmark, I plan to take every opportunity to make myself valuable to my clients and my community. Knowing what I know now, I understand that just your client accepting a meeting invite isn’t enough. It is incumbent upon us to bring the best and most meaningful topics to our client's attention.
 
I challenge everyone—whether you’re a broker, consultant, or carrier rep—to make these resolutions with me. Together, we can achieve success by stepping into the new year ready to talk to the right people, doing the homework, and being more involved.  
 
¹Buyers, Sellers, and the Message. Medium. 2019.