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Are your customers buying all of the products and services they could be? Are you getting all of their orders or are some going to the competition? A good broker will know the answers to these questions.

In today's busy marketplace, brokers are always trying to increase their sales by going out and finding new customers. Pounding the pavement may have worked in the past, but working your current client base for leads in the most efficient way to increase your business.

The hardest task in any business is to attract new prospects, so why do the hardest, most time-consuming thing first? Why not try to sell more services to the clients who already know you and trust you?

Look at expanding your commission generating opportunities with services that are not a considerable departure from your current portfolio. By selling services other than just insurance, you have the opportunity to improve your positioning in your client's value chain. For example, consider the HR outsourcing industry. HROs can handle payroll tasks, benefits administration, all human resources related functions, and even risk management for a client. Brokers can make extra income just by identifying and providing a service that fills their client's needs. By providing these new and valuable services, you have the chance to move from simple service provider to trusted advisor status with your client.

To get started, look at your customer list. Mark the ones who have not purchased anything from you in the last year. Next, mark the ones who only buy one of your products or services regularly but could but others. You can make your client relationships more profitable just by identifying and providing a service that helps their business. Ask your current customers these questions:

What are their goals?
What are they trying to accomplish?
How do you fit into their plan?

One-time customers become long-term clients when you understand their complete needs. You will use fewer customers each year because you're keeping in touch with them and you're interested in their business and their needs, not just what you can sell to them.

Remember, selling is all about problem solving. You are most likely to get the sale if your customer has a problem or a need, and your products and services can fill that need in a cost-effective way. Stay focused on what you can do for your customers to help them attain their goals.

Also, look at your goals as a service provider. If you could make more money today just by servicing the clients you already have, why wouldn't you? Ask yourself "How much money am I leaving on the table" and make a plan to remedy that situation today.

Layne Davlin is the founder and CEO of Lawrenceville, Ga.-based NetPEO, an HR brokerage firm that matches companies with the PEO that best suits their needs. Layne can be reached at 866-463-8736 or at http://www.NetPEO.com with any questions.

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