Webinar

Selling ICHRA in 2026: Winning Sales Strategies for Benefits Pros

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Already selling ICHRA? Here's your guide to making each sale easier and more effective.

 

 

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Selling ICHRA is one thing. Scaling your ICHRA book of business is another.

ICHRA adoption is accelerating — and the brokers who figure out how to approach deals now will be best positioned to win in the long run.

About half of all brokers are currently selling ICHRA, according to our 2026 Broker ICHRA Survey Report. Of those, half have only 1-2 ICHRA clients. Meanwhile, 1 in 4 have scaled to 11+ clients.

So what are the top performers doing differently?

This session will break down how top performing brokers are identifying the right opportunities, guiding stronger conversations, and building ICHRA into a meaningful part of their book.

Hosted by our VP of Sales and resident author, Jeff Kirchick, we'll cover: 

  • How to identify high-fit ICHRA opportunities
  • Why ICHRA deals stall (and how to move them forward)
  • How to run discovery that uncovers real decision drivers
  • Frameworks for handling indecision and complex objections
  • How top brokers are approaching ICHRA sales differently in 2026

Jeff Kirchick

VP, Sales

Jeff is a growth-focused sales leader with a passion for scaling teams and delivering results.

As Vice President of Sales at Zorro, Jeff brings over 15 years of experience building high-performing teams and driving revenue at fast-growing startups. He was the first hire at Y Combinator-backed Next Caller, where he built an enterprise sales team, closed multi-million deals with Fortune 500 brands, and helped steer the company through a successful acquisition. Across his career, Jeff has played key roles at companies that achieved exits or went public, always with a focus on authentic, relationship-driven selling.

He’s also the author of Authentic Selling: How to Use the Principles of Sales in Everyday Life, an award-winning book that champions trust and transparency as the foundation of modern sales.

A proud Princeton grad, Jeff lives in the Boston area with his wife, daughter, dog, and cat. He’s a big fan of Boston sports, fitness, and finding the next great bottle of wine.