A former broker, Nelson Griswold today works as an agency growthconsultant to benefits firms across the country and is recognizedas a leading expert on selling and cross-selling. Griswold isauthor of the industry bestseller, DO or DIE: Reinventing YourBenefits Agency for Post-Reform Success, and was recently awardedthe 2013 Industry Leadership Award by the Voluntary BenefitsAssociation. Griswold spends well over half the year on the roadworking with agencies and brokers. We caught up with him in hishotel room in Chicago.

This is a sales business. Too many owners andprincipals have forgotten that benefits firms are salesorganizations. Growth and profits are a function of effectivelyselling your ideal prospects on your unique value proposition.

Bring solutions. Being a broker is atransactional role while clients today expect a benefits advisorwho helps identify pain points and brings solutions, not justproducts — i.e. a consultant.