Brokers Speak: What Vendors Must Do to Earn Trust and Win Deals

In the latest Masked Broker episode, Dave from BenefitPitch caught up with Aaron Kenny and Matthew Kaiser from the Advisor Collective, where they shared their unique perspective on how vendors can team up with brokers to better deliver their services. We’ve distilled their conversation into actionable tips to help vendors pitch their services.

Tip #1: Treat Brokers as Collaborators

Aaron and Mathew shared the number one tip for the vendors looking to expand their reach: work closely with brokers who already have trusted relationships with your target clients. When you collaborate with brokers, you tap into their expertise and networks, making it easier for your solutions to be recommended. Aaron described how his team once partnered with a vendor who co-hosted educational workshops alongside brokers. These sessions focused on industry pain points and how the vendor's solution addressed them. By sharing the stage, the vendor not only built credibility but also earned the brokers' trust, leading to faster deal closures. The key was ensuring the broker felt like a strategic ally, not just a channel.

Tip #2: Use SMART RFPs to Make Buying Easier

Aaron recalled how a vendor used a SMART RFP to stand out during a competitive bid process. By keeping the proposal clear and focused on the client’s needs, the vendor made it easy for the broker and client to compare options without unnecessary complexity. This streamlined approach simplified the decision-making process, helping the vendor win the deal. Providing brokers with standardized, thoughtful RFP responses saves everyone time and makes your services more appealing.

Tip #3: Help Clients Feel in Control

As vendors, you know way more about your services than clients do. Brokers can help level the playing field by translating complex tech jargon into language clients can actually understand. Matthew Kaiser shared a story where a client felt completely stuck because a vendor's presentation was so technical. But with broker support, they felt empowered to move forward with confidence. What this means for vendors: providing brokers with clear, no-nonsense information will make it easier for clients to say yes.

Tip #4: Great Service Matters More Than Fancy Features

Sure, cool features are nice but what really sets vendors apart is the service and how well you can tailor your offering to your target client’s needs and provide an ongoing support. The stand out vendors are the ones who stick around after the deal is done. Matthew talked about a vendor who stayed connected long after the sale, offering quarterly check-ins and proactive service tweaks. That kind of follow-through earned them glowing recommendations. Vendors who focus on long-term relationships, not just flashy demos, stay top of mind for brokers and clients alike.

Tip #5: Clients Want to Hear About Challenges

When talking to clients, sharing both wins and challenges paints the full picture, which can help you appear more trustworthy. Matthew shared a story where a vendor described struggles with implementation and followed up with the steps they took to overcome these challenges. This simple tactic made brokers more confident in recommending them. Being open about challenges shows accountability, which makes clients feel like they’re getting the full picture.

Tip #6: Clients Don’t Buy Into Perfection

Matthew emphasized the importance of transparency, sharing how one vendor earned lasting broker trust by admitting past implementation challenges and explaining how they had been resolved. Rather than hiding past mistakes, the vendor took ownership and demonstrated growth, which made the broker more confident in recommending them. Being open about both strengths and areas of improvement builds credibility and ensures long-term partnerships.

Tip #7: Avoid These Common Pitfalls

Aaron shared a cautionary tale about a vendor who bypassed the broker entirely and contacted the client directly. This approach both confused the client and undermined the broker's role in the process, causing friction and ultimately damaging trust. Other common pitfalls include overpromising results, failing to align messaging across teams, and providing inconsistent follow-ups. To avoid these mistakes, stay transparent, respect the broker’s role, and ensure your entire team stays on message.

For more insights, watch the full episode here and stay tuned for the next episode of Masked Broker, where we continue to share strategies to help you successfully negotiate with brokers and clients!