When asked why he was so successful, Wayne Gretzky responded, “I skate to where the puck is going to be.” Sounds sort of obvious, yet challenging at the same time. Of course if he went to where it was at that exact moment, he would have arrived too late. But, how did he actually know where to go? He knew where the puck would be because he knew where it needed to be in order for the play to be successful.

The same idea applies with your prospects and clients. Satisfying their current needs is safe and obvious, but will have you arriving at the same place as all of your competition. To differentiate yourself, and to truly make an impact for your clients, you have to be anticipating what they need from you tomorrow, not just today.

What are those future needs?

  • Training / leadership development
  • Communication strategies
  • Wellness programs
  • Assistance with employee engagement issues
  • Improved employee productivity
  • Performance management

The list goes on, but clearly, your clients need you to bring them much more than the traditional offering of insurance products, reactive service, and a list of value added services. Your clients are going to need a partner who can help them much more strategically.

Your clients may not yet recognize these needs on their own; it is up to you to understand yourself, and help them see, how skating towards these needs will help them to be more successful.


Photo by Seattle Municipal Archives.