Nelson Griswold

Small firms win letters of record by speaking the language of the CFO and putting their compensation on the line, explains columnist Nelson Griswold.

Smart agency leaders are reworking their strategy to stop contending with other firms in their market.

One key point on the journey toward success is to avoid operational HR leaders and track down prospects’ CFOs first, says columnist Nelson Griswold.

There are three key components to this type of thinking, says Nelson Griswold: innovation, investment and implementation.

Advisers finding it harder to break into larger accounts are discovering that HR departments at those companies are rarely interested in their innovative ideas.

Separate brokers from their fee dependence and watch the smart ones evolve into consultative advisers, urges consultant Nelson Griswold.

Move a broker’s value proposition beyond the renewal, and provide strategy around the medical and benefits plan that positions them as a strategic adviser and not a mere vendor, says consultant Nelson Griswold.

An adviser’s biggest competitor is the status quo — the infuriating inertia that keeps the incumbent safe, says columnist Nelson Griswold.

Like little hinges that swing big doors, Nelson Griswold suggests highlighting incremental differences that have a disproportionately positive impact.

A shift in employees’ perception of these products can make a dramatic difference in the sales process, says columnist Nelson Griswold.