Reaping the power of consistency and repetition

Third in a series

The role of a benefits consultant is constantly evolving, requiring ongoing education, adaptability and a commitment to continuous improvement. In many ways, mastering benefits consulting is like developing any other skill — it requires consistency, repetition and a dedication to long-term growth. By applying principles from skill mastery, such as Malcolm Gladwell's 10,000-hour rule and Brian Tracy's 1% daily improvement method, benefits consultants can elevate their expertise, provide greater value to their clients and build stronger, more sustainable business relationships.

Lessons from unexpected places can offer profound insights into professional growth. Consider the example I faced as a scuba diver who had an anxiety attack at 150 feet below the surface due to a lack of consistency of skills. I could handle the skills since I've done them before. Or so I thought.

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This situation mirrors challenges that benefits consultants face — whether it's struggling to keep up with industry changes, client demands or the ever-shifting landscape of healthcare policies. The key to overcoming these challenges is preparation and consistency.

By regularly immersing themselves in the intricacies of benefits consulting – staying updated on regulations, engaging in continuous education and refining their client service strategies — consultants can develop confidence and expertise. Just as a diver builds resilience through repeated dives under various conditions, benefits consultants can enhance their problem-solving skills through repeated exposure to real-world client scenarios.

The concept of compounding applies not only to financial investments but also to professional skill development. Malcolm Gladwell's 10,000-hour rule suggests that mastery requires sustained effort over time, while Brian Tracy's 1% daily improvement principle emphasizes that small, incremental improvements lead to significant long-term results.

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For benefits consultants, this means consistently improving their knowledge of benefits packages, compliance regulations and cost-saving strategies for clients. Instead of attempting to overhaul their expertise overnight, consultants can focus on learning one new insight daily — whether it's understanding a new healthcare law, exploring an emerging benefits trend or refining their negotiation skills with carriers. Over time, these small improvements compound, leading to expertise that sets top consultants apart from their competition.

Success in benefits consulting, much like in other professions, hinges on daily habits and consistency. Many consultants struggle with feast-or-famine cycles in their business because they only engage with clients intensively during renewal periods, neglecting year-round engagement. A consistent approach — whether through regular client check-ins, proactive policy reviews or ongoing education — helps build stronger relationships and ensures long-term success.

Sales and marketing efforts also benefit from repetition. Instead of launching last-minute marketing pushes, benefits consultants should maintain steady outreach efforts, providing educational content, hosting webinars and engaging with prospects consistently. By making business development a daily habit rather than a seasonal effort, consultants can generate sustainable revenue and build a robust client base.

In the complex world of employee benefits, consistency isn't just beneficial – it's necessary. Benefits consultants must work closely with employers, employees and insurance providers to ensure that benefits plans remain relevant, cost-effective and compliant with regulations. This requires ongoing attention to detail, regular plan evaluations and a proactive approach to problem-solving.

For example, a consultant who only engages with a client during open enrollment may miss opportunities to optimize cost savings, improve employee satisfaction or introduce new benefits that align with company goals. Instead, consultants who maintain ongoing communication, track plan performance throughout the year and regularly present alternative options provide greater value to their clients and solidifies their role as a trusted adviser.

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Strategic principles to live by

To implement these principles effectively, benefits consultants can adopt the following strategies:

1. Daily learning commitment 
Dedicate time each day to reading industry updates, attending webinars or networking with other professionals to stay ahead of trends.

2. Year-round client engagement
Schedule regular touchpoints with clients, even outside of renewal periods, to discuss plan performance and potential adjustments.

3. Proactive problem-solving
Anticipate client challenges before they arise and present solutions proactively rather than reactively.

4. Consistent business development
Treat sales and marketing efforts as a daily practice, rather than a seasonal push, to build a steady pipeline of clients.

5. Continuous self-improvement
Apply the 1% improvement rule by setting small, achievable goals for professional growth such as mastering a new benefits strategy or improving negotiation skills with carriers.

Mastering benefits consulting requires more than just technical expertise — it demands a commitment to consistency, repetition and long-term growth. Just as a diver must train regularly to develop confidence and resilience underwater, benefits consultants must continuously refine their skills to navigate the complexities of the industry. By embracing the power of daily improvement, building consistent client relationships and applying proactive strategies, benefits consultants can position themselves as industry leaders and trusted advisers, delivering lasting value to their clients.