A former broker, Nelson Griswold today works as an agency growth consultant to benefits firms across the country and is recognized as a leading expert on selling and cross-selling. Griswold is author of the industry bestseller, DO or DIE: Reinventing Your Benefits Agency for Post-Reform Success, and was recently awarded the 2013 Industry Leadership Award by the Voluntary Benefits Association. Griswold spends well over half the year on the road working with agencies and brokers. We caught up with him in his hotel room in Chicago.

This is a sales business. Too many owners and principals have forgotten that benefits firms are sales organizations. Growth and profits are a function of effectively selling your ideal prospects on your unique value proposition.

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