Which companies meet the criterion?

Put simply, everyone would like to think of him or herself as a trusted source. My mother was and many people in my life have proved to be. But in the context of employee benefits and sales, what are the criterions for the companies to fit the model. Let’s begin with who doesn’t fit.

Any company that takes the stand, “This is the way we do things!” is not going to change to a completely new way of communicating to their employees about benefits. Companies that only supply benefits because they think that they must because they are competing for employees is not the same thing as having an understanding of people’s needs and their role in helping meet them.

Trying to get a company like this on board to the idea that they have a responsibility to help their employees with easier access to benefits that can improve their lives will likely prove futile.

Conversely, those companies who see the benefits offered as a way to improve employee welfare. Who take the time to vet the offerings. And who sincerely want those who would benefit to participate are ideal no matter the size of the company.

Obviously, scale in the benefit world is important. These programs can have a greater effect on a greater number if we are talking to a large audience.

When Seth Godin wrote Permission Marketing in 1999 we were all still being “sold” with interruption marketing. Now, most of us are giving permission to at least some of our friendly vendors to everyone’s advantage.

Al Pittampalli’s book, Read This Before Our Next Meeting, clearly states that using meetings to provide information is not the most efficient method. He might call these meetings a pox on us all.

Trusted Source’s will reap the advantages of employees who are assured and reassured that their employer has their best interest in mind.  That benefits are offered only after the companies have been vetted and the products will be useful to at least some of the base.  Everyone wins when employees not only have access to benefits they need, usually at price discounts and payroll deducted, but are also comfortable that their trusted source is has done the necessary due diligence.

We will have time to consider what sort of companies may be “early adopters” of this strategy and how to approach them in future blogs.