There is a ghost lurking in the benefit broker world. Many brokers are chasing it. I hear about it all the time when speaking to brokers. Yet, nobody can find it. Many claim to have seen it. Others claim to be the ghost. But, I have yet to find it.
Is there really a ghost or is it in everyones imagination? I have come to the conclusion that this ghost is not a ghost after all. It is an idea. It is how to be different. Brokers are looking for that one thing that when they go out to a prospect and say, Let me show you something, everyone will want it. Many, many brokers are looking for this ghost. They are searching for this dream or hope to find that one thing that will separate their firm from their competitors.
