When it comes to employee benefits, choosing the right broker isn’t just about finding someone to shop rates. It’s about finding a true partner, someone who understands your business, your people, and your long-term goals.
It might seem tempting to let a few different brokers “compete” for your business and see what they come back with. More brokers, more options, right? In reality, it usually does the opposite and can actually make things harder for you. Here’s why:
Carriers Tune Out
- When carriers see your group being sent out by multiple brokers, they assume you don’t have a clear process, or worse, that you’re not serious. That usually means your request drops to the bottom of their list.
Too Many Cooks in the Kitchen
- If carriers don’t know which broker is leading the process, things get messy fast. Confusion over who’s in charge makes them less likely to put their best offers forward.
Sales Pitch vs. Strategy
- In a competitive scramble, brokers are motivated to “win the sale” instead of focusing on what really fits your organization. That often means showing the lowest-cost option instead of the right long-term strategy. A partner broker takes the opposite approach, they work with you to align benefits with your goals, not just chase a quick win.
Same Data, Same Quotes
- Here’s the reality: no matter how many brokers you send your information to, carriers are quoting from the exact same data. You won’t get better results just because you spread it around. The real value comes later, during negotiations and advocacy.
Timing Matters
- Carriers typically operate on a first-come, first-served basis. If your information is already out there, duplicate submissions can slow things down instead of speeding them up.
The Real Work Happens After the Quote
- Anyone can get you a proposal. The real differentiation comes in how your broker negotiates on your behalf, uses relationships with carriers, and brings insights to the table to shape the final outcome.
How to Get the Best Results
- Picking your broker first doesn’t mean losing competition, it means being strategic. Here are a few best practices we recommend:
- Interview brokers: Ask about their experience with companies like yours, the services they offer (plan design, compliance, analytics), and how they’ll customize solutions for your team.
- Choose one process lead: Give a single broker ownership of the carrier marketing and proposal process. Pick the one you trust to provide honest guidance and long-term support, not just the lowest quote.
- Check their track record: Don’t be shy about asking for references. Hearing how other employers describe their responsiveness, results, and service can give you confidence you’re making the right call.
The Bottom Line
Your benefits broker shouldn’t be just another vendor. They should be your partners, someone who helps you navigate compliance, plan design, and negotiations with your goals at the center of every decision.
At Silberman Group, that’s exactly how we approach every client relationship. We don’t just sell benefits, we build partnerships that support your people and your business for the long haul.
Ready to see the difference a true broker partner can make? Reach out to Silberman Group and let’s start the conversation.
