One of the most common questions human resources professionals ask is, "why should I invest in this new benefit?" And employers should be asking this question. After all, they're investing a ton of time, money, and resources in introducing these new offerings to their employees.

There are two ways you can answer: You can tell your clients what they'll gain if they invest or what they'll lose if they don't. While your instincts may nudge you to go with the former, psychology tells us otherwise. Why?

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