“Our most effective employee benefits sales idea is the marketing of our newest book, ‘Bend the Healthcare Trend–How Consumer-Driven Health and Wellness Plans Lower Insurance Costs.’ It is a practical and insightful resource guide for employers of all sizes and from all industries to understand and solve the challenges associated with the rising cost of health insurance.

“The book has created new opportunities for us to meet with CFOs, human resource professionals and business owners. We use the book with existing clients, centers of influence who can refer business to us, and with prospects. By sending out the book to prospects in advance of a meeting, we put ourselves in a great position when we meet with them. It sets the stage for a meaningful dialogue about an innovative solution to rising health care costs we know works, and helps us immediately establish our credibility, as well as our breadth and depth of experience.” — Jennifer A. Borislow, CLU, and Mark S. Gaunya, of Borislow Insurance in Methuen, Mass.

Editor’s Note: The preceding tip was taken from “A plate full of challenges for employee benefits specialists,” by Charles K. Hirsch, CLU, which ran in the November 2009 issue of Life Insurance Selling. Click here to read the entire article.

To read last week’s Tip of the Week, click here.

For more on creating an expert image, see:

3 easy steps to building an expert image

Become an expert in your target market

Better prospecting: The upside to being an expert witness