A brutally honest look at why too much technical detail can kill the sale—and how to pivot to what executives care about.

Most benefits advisers are armed with deep technical knowledge—but lose the sale when they lead with it. In this not-to-miss fireside chat, Nelson Griswold, the industry visionary behind the influential NextGen Benefits movement, sits down with Heath Potter of 6 Degrees Health to explore how to shift from explaining solutions to selling outcomes.

We’ll unpack the essential elements of consultative selling, the critical importance of selling to the right buyer, the art of speaking the C-Suite’s language, and how to position reference-based pricing as a powerful business advantage, not a claims processor.

KEY TAKEAWAYS

The Number One Mistake Advisers Make Selling High-Performance Plans

• Selling to the wrong buyer dooms the sales from the start. (Hint: HR isn’t strategic or financial)

The Executive Language of Risk, ROI, and Retention

• Discover how to elevate from HR to the C-Suite by reframing your message in terms of executive priorities and business objectives. (Easier to do than you think)

The One Deadly Assumption That Kills Your Sale in the C-Suite

• You have to understand what owners and executives care about. (So easy to avoid)

Why You Always Sell the Destination, Not the Transportation

• Learn to frame your health plan strategy in terms of executive outcomes—cost control, culture, and competitiveness—not strategies, spreadsheets and specs. (Want the executive leaning forward?)

  Why You’ll Never Use the Word “Savings” Ever Again

• Once you know how almost every executive reacts to the promise of “savings” on their healthcare spend, you’ll always use these words instead. (It makes their eyes light up!)

Positioning RBP as a Strategic Weapon

• Learn how to present reference-based pricing not as a cost-containment mechanism—but as a strategic lever to transform your client’s bottom line. (Give them the gift of control)