BenefitMall has pushed out a new payroll platform that also offers benefits. And the Dallas, Texas-based company is taking a new approach to working with its channel, which includes banks, accounting firms and brokers, who resell the BenefitMall line or refer customers to it. With slightly more than five weeks on the job, SVP Kevin Thornton pledges field sales representatives will become more consultative, instead of simply taking orders.

Thornton says BenefitMall is beefing up both inside and outside reps as part of an adjustment to its sales philosophy.

"There is a push towards inside sales and lead management," he says. Inside reps will send qualified leads to the field reps, who will be free to offer deeper and more sophisticated services to customers and prospects. Also, products are becoming more sophisticated which lengthens the sales cycle.

Thornton says, "We are not looking for someone to say, 'I can give you a better price than ADP.' I am looking for a sophisticated sales person that is a solutions specialist."

The company introduced its PayFocus line early this year. In September, it followed with PayFocus+HR, which put an emphasis on employee self-service via a portal that enables employees to view demographic information, access payroll history, check paystubs and W-2 data, request time off, and view performance reviews.

Thornton also pictures BenefitMall as channel friendly and says it is seeking to offer more products and services through its partners.

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