Way too many industry “thought leaders” promote myopic solutions to the ever-increasing challenge of growing a business. In many ways, their “easy button” ideas are the equivalent of snake oil.

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

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

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

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

You describe yourself as a trusted advisor; if you really believe it, you already know these answers are Band-Aids, at best.

On Being a Consultant/Advisor

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