When I take on a new client, I start by telling them how the relationship works — and how it doesn’t work. In other words, I’m a big believer in laying down ground rules: What I expect from them as a partner, and what they can expect from me in return.

Recently, a top health adviser partner with whom I do a lot of business in the enhanced benefits space referred me to a broker friend of his who was looking to bring in more “voluntary” revenue.

Over the course of an hour-long conference call, we discussed the ground rules. The broker was excited. I was excited. It seemed like a perfect match, so we got moving.

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