Crossing the value gap should be a top priority for benefit sellers. The value gap is a chasm that exists between how most advisers sell, which buyers view as ho-hum, and a wonderful place where relatively few sellers travel, but buyers love. Taking your buyers across the value gap lands you in a place where buyers are more frequently willing to buy and where you'll have more fun than a kid in a candy store.

The candy store contains all the products, service and advice that buyers find valuable. I'll warn the inexperienced sellers: Crossing the value gap takes some getting used to because of the many things you'll have to become familiar with that the buyer already knows and that he just needs help. Where you are headed is a place where technology is advanced and well-suited to helping the buyer with a multitude of tasks. It is a place where you advise clients on areas of expertise they never expected you to, and they like it. It is a place where products - and sometimes brokers and consultants - are picked with finely tuned, data-driven methodologies that improve the efficacy of the buyers' benefit system at a competitive cost. In short, it is the future.

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