Benefits Think How to sell like a Girl Scout

A consulting client of mine — a highly successful benefit broker — asked me why his HR clients kept saying, “No,” when he tried to cross-sell worksite voluntary benefits. My answer: “You’re not offering a cookie they want.”

If you’re not using cookies to cross-sell voluntary benefits, you’re making the voluntary sale way too hard and probably killing sales. I’ve written previously that cross-selling voluntary is not a product sale; it’s a consultative sale. You ask the client discovery questions to identify a pain point, to which you can provide a solution to end the pain.