I really liked the cover story on David Lind, the "data guru" "A student within the data."  Talk about turning a passion into something big. That article really gave me food for thought about how I approach my business and talents. As benefit advisers, we wear many hats and work in many benefit arenas at the same time - health, disability, life, retirement, etc. We should all look at ourselves, just as Lind did, and find our passion. I'm not saying be single minded - Lind obviously isn't - but maybe find that one thing or benefit area that you really click with. Then get out there, just as this firm has done, and share your passion through speaking, legislative assistance, community good, or anywhere else it will help.

Yes, Lind's firm gets a lot of business exposure for the survey, but I am pleased to read that new business is not the main objective. He and his firm are helping define our roles as benefit advisers and the value we bring to the table.

Education is everything

I've been selling CDHPs for more than seven years. There's valuable information in the article License to care." The key to the success of HSA plans and health reimbursement account plans is education. Many employees are still conditioned in the "copay" mentality and base their plan's value on how much the copay and deductible is.

As the article says, start early with communication. Tailor it to examples that employees can understand. One important thing: Don't rely solely on carriers' Web sites for examples and education. Remember that a lot of employees may not go to the site, or even have Web access to begin with. Talk with your clients, get a feel for the communication challenge, tailor the method, and start early! Good work with communication can make your firm shine.

The more the merrier

Don't overlook group life insurance! Life insurance: A buyer's market. There is so much more to group life than just the cost - age reduction schedules, portability, guarantee issue amounts, class designations - and there are many ways to design a plan to meet a client's needs. Don't look at group life as just an "add-on" benefit that you can get by checking a box on the master application. Make the coverage work for your client and their employees.

Look before you leap

Reading Mel Schlesinger's article, The end of the group health insurance agent is coming", I really liked the idea of showing value and what our services are worth. Our clients receive a bill from their accountant and attorney. Lawyers' hourly fees are most often based on their skills and experience - the implication is that the higher the fee, the more qualified the attorney. Benefit advisers are sometimes at a disadvantage, since commission-only clients do not receive a bill from us. We are paid through the insurance carriers. So, I like the idea of discussing compensation.

But before you compete by offering value-added services, be sure to check your state insurance laws. In Texas, for example, offering value-added services without compensation (like free COBRA administration) can be considered rebating.