Way too many industry “thought leaders” promote myopic solutionsto the ever-increasing challenge of growing a business. In manyways, their “easy button” ideas are the equivalent of snakeoil.

• Sell more voluntary! No sh#%! If I sell more of ANYTHINGI'll make more money.

• Offer this one cost saving idea! Maybe the prospect willforget about all their other problems.

• Focus on the C-suite! To hell with the rest of theinfluencers and decision makers.

• Eat pizza and drink beer on your way to a rippedphysique! Eat pizza and drink beer on your way to a rippedphysique! If I say it enough, won't it be true?

You describe yourself as a trusted advisor; if you reallybelieve it, you already know these answers are Band-Aids, atbest.

On Being a Consultant/Advisor

If you want to earn trust, every recommendation you make has tobe with clients' best interests in mind. Voluntary benefits are animportant part of the advice you give, but make sure it satisfiesthe client's benefit strategy and not simply your revenue goal.

Innovative cost-saving ideas are critical. But if you think thatyour one idea, special program, or bully-tactic is enough, then youare not advising to the complete needs of your client.

On Being A Relationship Builder

Charging past the receptionist and the HR manager on the way tothe office of the CxO because you know they'll be blinded by yourbrilliant idea will backfire more often than it works. Thechallenges associated with a successful HR/benefit program rarelyfall within the scope of responsibility of one person.

There may be one person who's critical at the moment, but do youreally think they will ignore the rest of their team's legitimateconcerns/interests on your behalf? Even if they do, you ignored therest of the team and you're starting on toxic terms.

More likely, not addressing the collective concerns andchallenges of the entire team will get you kicked out of thecontest.

Confidence is very different from coming in with swaggeringarrogance. To assume the CxO will make his/her decisions in avacuum, and to think the rest of the team is just an obstacle to begotten around, is to establish the relationship on top of asinkhole.

The decisions you ask clients to make are complex and impactmultiple areas of the company. According to CEB, there are 5.4influencers in any significant decision. Ignore any one of them atyour own peril.

Snake Oil, Now Only $99.99!

I know it's tempting to buy snake oil advice, but don't.Recognize that for every example of how the oil “cured theincurable,” there are nine casualties hidden behind the circustent.

The challenges your clients face are complex and difficult,which means preparing yourself to earn their trust and offer theright advice is even “complexer” and “difficulter.” No, it's noteasy, but commit to doing the hard work while your competitionstands around rubbing the snake oil wherever it is you're supposedto apply snake oil.

Game on!