As a way to fight back against health care reform, 58% of benefit brokers report they will become more consultative, and the same percentage report they'll sell more voluntary, according to the MetLife Broker and Consultant Study.

In my book, DO or DIE: Reinventing Your Benefits Agency for Post-Reform Success, I describe consultative selling as the foundation of the 21st Century Agency, the successful post-reform benefits firm based on the book's reform-proof business model. Additionally, in a recent column (March 2013) I recommend worksite voluntary benefits as one of three essential strategies for the 21st Century Agency. Both are excellent strategies if you want to stay relevant and profitable. But the real power comes when you combine the two.

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