It looks like a client of mine is about to lose a big deal. The problem? He has no idea what he is selling. And although he has made it to the finals on sheer luck and the strength of his offering, it’s not looking good.

When I say my client doesn’t know what he is selling, I mean he doesn’t know why the prospect needs to buy. He doesn’t know his prospect’s motives for change. He doesn’t know if his competition is a better fit, because he doesn’t know what the prospect is trying to do. He knows nothing about what the prospect might need or what impact buying might have. And this is why he’s going lose out.

Complete your profile to continue reading and get FREE access to, part of your ALM digital membership.

Your access to unlimited content isn’t changing.
Once you are an ALM digital member, you’ll receive:

  • Critical information including cutting edge post-reform success strategies, access to educational webcasts and videos, resources from industry leaders, and informative Newsletters.
  • Exclusive discounts on ALM, BenefitsPRO magazine and events.
  • Access to other award-winning ALM websites including and

Already have an account?


BenefitsPro Broker ExpoEvent

BenefitsPro Broker Expo will help attendees prepare for new issues, embrace new challenges and find new solutions.

Get More Information


Join BenefitsPRO

Don’t miss crucial news and insights you need to navigate the shifting employee benefits industry. Join now!

  • Unlimited access to - your roadmap to thriving in a disrupted environment
  • Access to other award-winning ALM websites including and
  • Exclusive discounts on and ALM events.

Already have an account? Sign In Now
Join BenefitsPRO

Copyright © 2023 ALM Global, LLC. All Rights Reserved.