Carriers certainly support it, but even employers seem oblivious to the rest of the valuable services we provide. If you can break that mold, not only does the spreadsheet become a smaller piece of the conversation, but you can actually deliver better value.

So, if there is a way to better control our own destiny, and work with clients who are like-minded or willing to change their thinking, then doesn't that serve us and the greater good? How do we apply this in a practical sense?

Related: Better benefits, lower cost

First, we bring real value and real solutions to the table beyond insurance. This continues to evolve, but often includes real HR solutions, like HRIS and ben admin systems, payroll integration and support, compliance tools (not just “knowing” ACA, but offering real solutions), employee education and communication, mobile tools, data analysis, and cost containment.

Self-funded options continue to proliferate in the small group market, so even benefit professionals focused on smaller groups can still bring a level of control and transparency. This control can allow you to do something we rarely get to do: go from being the “least bad” each year to actually delivering good news. New programs have recently come out that allow employees to access prescriptions at lower costs and cost the plan less money.

New cost and transparency tools bring unprecedented control to enable patients to find higher-value providers. Referenced-based pricing continues to expand in scope, maturity, and awareness, allowing employers to set the price they are willing to pay and better manage the plan assets, and therefore their responsibility under ERISA.

Related: Health insurance is a result of the problem, not the cause

If we can provide more than just “health insurance,” we are better able to control our destiny and future. And the forces that swirl around us have less impact.

We all know that the current path is unsustainable and the incentives are completely misaligned. I have come to believe that traditional “spreadsheet” selling tells everyone that the status quo is OK. So buck that trend. Push your clients outside of their comfort zone. I know it's not easy. And it's risky. But the results can be amazing.