Last month, I shared the foundational secret to sales success. That secret was simply to share your story with a lot of people. The truth is that if you called 100 people every day and said, "I sell group medical insurance and would like to talk with you," you would soon have more appointments than you ever believed possible. But, with a small tweak, you can get significantly better appointments with a far higher conversion ratio. That one tweak is to utilize a compelling value proposition. Instead of telling people you sell group medical insurance or employee benefits, talk in terms of the results that you deliver.

As a group health agent or benefit professional, the absolute last result that you want to focus on is lower insurance premiums. Every agent is telling prospects they can help them save money on their health insurance, but no one can deliver on that promise without significantly altering the plan design. Your goal is to craft a compelling value statement that differentiates you from your competitors. Try to focus on the kind of results that your prospects need but are not top-of-mind. Remember, the core reasons for offering benefits are to: attract and retain high-quality employees, reduce employee pressure for increased wages, and motivate employees to be more productive. It should be obvious that everything employers are doing to manage health insurance costs is having a negative impact on those objectives.

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