Way too many industry “thought leaders” promote myopic solutionsto the ever-increasing challenge of growing a business. In manyways, their “easy button” ideas are the equivalent of snakeoil.

• Sell more voluntary! No sh#%! If I sell more of ANYTHINGI'll make more money.

• Offer this one cost saving idea! Maybe the prospect willforget about all their other problems.

• Focus on the C-suite! To hell with the rest of theinfluencers and decision makers.

• Eat pizza and drink beer on your way to a rippedphysique! Eat pizza and drink beer on your way to a rippedphysique! If I say it enough, won't it be true?

You describe yourself as a trusted advisor; if you reallybelieve it, you already know these answers are Band-Aids, atbest.

On Being a Consultant/Advisor

If you want to earn trust, every recommendation you make has tobe with clients' best interests in mind. Voluntary benefits are animportant part of the advice you give, but make sure it satisfiesthe client's benefit strategy and not simply your revenue goal.