For those benefit advisers who continue to struggle with how to reinvent your benefits practices to remain relevant to clients in this rapidly changing environment, you need to think about your own capabilities. What are your strengths? Weaknesses? After all, at a certain level, its about matching your capabilities with the needs of your employer clients and their employees.
If you dont have the requisite capabilities or you cannot acquire or hire the skillsets needed, then you likely will be unable to effectively serve that specific client base. This will also determine your marketing positioning, so that you emphasize your unique skillsets and any competitive advantages that you may have.
