Tocquigny

Insperity, formerly Administaff, now has “Business Performance Advisors” (BPAs) instead of “Sales Representatives.” So why change the title of the front-line sales force?

Their 25 years of experience tells them that words matter. They’ve also re-named the industry a few times — in the 1990’s from Employee Leasing to “Professional Employer Organization” (PEO).  Then within the last year from PEO to “Workforce Optimization.” No one else in the industry can quite seem to catch up with this kind of thought leadership. The competition seems to just follow suit and adopt the terms that Insperity defines with its evolving solutions.

Of course, for long-term success, there must be truthful substance behind a clever title. “Business Performance Advisor” demonstrates Insperity’s sharp focus on “being there” for their clients, more like a partner. It also serves as an effective conversation starter/reminder that the BPAs can use to tell their story and articulate the benefits they bring to the table.

Thought leadership yields other benefits for Insperity as well. Because they are living the concept of ”trusted advisor” with their own clients, they also understand how to partner with their vendors in the same way. Insperity valued Tocquigny’s advice to invest a significant amount of time, energy and budget as we lead them through best-practice strategic planning of their forthcoming social media communities. 

Allowing us in as a partner — instead of seeing us only as a vendor or marketing firm — led to more effective planning that will be instrumental in developing high-impact online communities and tools. This ultimately plays back into their main mission and helps the BPAs “be there” for their clients.