It's not fun, but let's start with a fact that's difficult to ignore: Modern insurance brokers face a multitude of challenges.

From dealing with difficult clients to an unstable economy to health reform, many companies are looking for reasons to cut their budget and opting for cheaper (or fewer) health and ancillary insurance plans.

In this environment, it's becoming more important for insurance brokers to develop effective selling techniques in order to stay relevant and in business. But how do you do that? Here are three tips on selling your skills and services to these tough-to-please organizations.

1) Stand Out

Let's start with the obvious. To sell health insurance, you have to stand out from the competition. Don't just rely on your product to be superior; make it tough for your client to turn you away. After the initial meeting, stay in touch with them. Be sure to periodically send them plan updates and white papers detailing how it will impact their company. If they have a question, answer it only after thorough research to make sure you have the best answer possible. If they purchase your health care plan, stay in touch about any post-purchase questions they may have. If they don't, stay in touch anyway. You never know when the company may think about switching plans. In other words, make yourself into an invaluable partner that inspires confidence in your client. 

2) Use Multiple Channels

Make no mistake, personal meetings are still crucial in selling health insurance both to corporations and to individuals. But in an increasingly digital world, reaching potential clients on multiple channels—from email to social media to direct mail—is becoming ever more important. Research has shown again and again that utilizing multiple channels when marketing a product will lead to increased response and conversion rates. 

And it makes perfect sense. Not only do you increase attention about your health care plan, you also reach your client company's HR reps and potential individual clients where they are most comfortable. A millennial may be most comfortable reading an email or web page detailing the benefits of the plan, while an older counterpart may still be most comfortable with a piece of paper in their hands. 

3) Become an Authority

As an insurance broker, you will have to build up credibility to be taken seriously. Develop your own blog or newsletters with personal insights into the health care industry. Volunteer to speak at industry events. Offer pro bono work for companies that you personally care about to get an "in." Your health insurance won't be what differentiates you—it will be your knowledge and insights about the industry (particularly on health reform and the ACA) that your client companies crave. Once you become an authority on the health care industry, your clients will come to you.

Selling health insurance is not about the product, it's about the person selling it. Following these tips will help you create a broad base of clients and fruitful business as a health insurance broker! To learn more about selling your services, download our FREE guide below!