Potential customers are constantly asking "What's in it for me?" (or simply WIIFM). Sales people are taught about the "need sale" and the "greed sale." And they're taught that greed is a more effective motivator. Greed is triggered by answering the customer's WIIFM and teaching the customer how they will benefit.

Traditionally, insurance has often been positioned in an altruistic light. We tell potential customers not to think of the benefit in terms of their own needs, but rather those of others. For example, life insurance depends on buyers who think of others first.

Today WIIFM seems to be a problematic concept in the benefits world. Younger buyers aren't embracing our products.