While working for a benefits enrollment firm, I managed to get a coveted appointment with the senior vice president for voluntary benefits at a major regional brokerage. He started the meeting with an invitation to pitch: "We already work with several enrollment firms. Why should we work with you?"

Instead of a lengthy presentation about our capabilities and history, I responded with just a three sentence value proposition and then stated, "But that's not what I'm here to talk with you about." That got his attention. "What, then?" he asked.

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