You are working every single day to win these deals (plans)...
You know that they need this..
You know you are doing a good job..
You know all the things you can do for them..
And yet there seems to be a gap.. You can't get them to understand how you are different and why they should not hire a payroll or bundled provider.
You know what it is... It's probably your proposal.
Because that proposal you hand them is a part of how they gage you, how they understand what makes you a better partner.