3 Strategies for Getting Large Group Insurance Sales Leads

Large Group Insurance

If you’re not routinely selling to Large Group clients, you may be unsure of what you can do to generate more business leads. To be specific, from an underwriting perspective, Large Groups are those with 51 or more employees in Nevada or 101+ employees in California.

If your market focus is traditionally Small Group, some of your Large Group business may come naturally – as your clients’ businesses grow and they hire more employees. However, If that’s not likely, you might consider these techniques for generating more Large Group leads.

How to Find Large Group Insurance Leads


Current customers can be a great source of referrals and additional business. Don’t be afraid to ask. If you’re serving your existing customers well, getting a referral from one or more of them is the greatest compliment.

If you don’t already have one, consider setting up a formal referral program. You can do a monthly drawing for a gift card or other reward for those who share a lead with you during the month. Check out How to Build a Strong Customer Referral Program, published by HubSpot in 2022.

Email Marketing and CRM

If you’re a regular reader of our blog, we hope you’ve embraced our philosophy about the importance of Customer Relationship Marketing (CRM). It can help automate your communications with prospects and customers alike. Plus, it can increase your productivity, enhance customer service, encourage more referrals, and boost agency profitability.

You can use CRM to generate leads, track client and prospect information (like group size, coverages in force, etc.), record your last outreach, monitor your ongoing sales performance, and much more. We published an article in 2020 that compares CRM programs. PC Magazine published a 2023 comparison this month. Another useful read might be 5 Signs You Might Need a CRM System, which we published in October.


As we mentioned in our Selling 101 article last month, blogging can help you get your name out to attract new leads – for both Small Group and Large Group business. If you’re not up to writing a column each month (or even quarterly) for your own blog or website, you might consider developing a guest commentary for another person’s blog. You could also share your health insurance and employee benefits expertise in your local business journal. Posting on LinkedIn is another option.

Other Considerations

Of course, Search Engine Optimization, cold calling, paid media, and sharing leads with other professionals (like accountants, P+C brokers, commercial real estate brokers, etc.) are four other ways to help you attract new clients.

What’s Next

Large Group sales are different from Small Group sales. The needs of Large Group clients differ from those of smaller groups. In fact, the bigger the group, the broader the group’s needs. Writing Large Group does require some hustle. That’s okay, though, because you can partner with Word & Brown for the win. We have the expertise you need to quote and close more often.

We have an outstanding Large Group carrier portfolio of Medical and Ancillary partners and an in-house team with decades of experience. You can count on us to help you every step of the way:

-Client Experience

-Customer care after the sale

-Customized presentations

-Discovery calls to uncover all of your clients’ needs

-Enrollment technology

-Plan selection assistance

-Quote review and rate negotiations

-RFP processing assistance

-Value-added perks your clients will appreciate

Contact your Word & Brown representative today to learn more. Or, if you’re not already doing business with us, it’s easy to get started. Register using our online form.


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