Finding your first employer client

Start with employers you can already reach. Look at where your current members work, the businesses you buy from, and the owners you know in town.

Start with your own members

Your members already like the practice, and some of them own businesses or work in HR. Ask your front desk to note where members work, if members are willing to share it. A short list of employers with three or more of your members is a good place to start. Those employees already know what you do.

Businesses you already know

Think about the people you see every week: your banker, your landlord, the restaurant down the street, the contractor who built out your office.

Local groups

• Your chamber of commerce and local business groups.
• Industry groups for trades, restaurants or manufacturers near you.
• Your own CPA or attorney, who may serve other business owners.
• Benefits brokers who serve small employers. Here's how to work with them.

How to start the conversation

Don't open with a pitch. Ask how they handle health benefits today and what frustrates them about it. Listen for cost, access and staff turnover. If those come up, offer a short follow-up meeting. Here are the questions to bring.

Track your outreach

A simple list works: employer name, contact, how you know them, date of last contact and next step. Review it every two weeks. A list keeps a good lead from going cold.

Count what it costs

Lunches, events and printed materials for employer outreach are marketing costs. Ask your bookkeeper to put them on their own expense line, so you can see later what it cost to win each contract. This post covers tracking marketing spend.

What I'd do this week

• List 10 employers you can reach through someone you know.
• Ask two members who own businesses whether they'd be open to a conversation.
• Set up an outreach list with a next step for each name.

Common questions

Should I start with a large employer?
I'd start small. A 10 to 50 person employer lets you learn billing, onboarding and reporting before the stakes are high.

Is it okay to ask members where they work?
Yes, if it's optional and you explain why. Don't use anything from their medical record to find employers.

How many employers should I talk to before one signs?
It varies. Keep the list moving.