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Agent to Agent: Sell Value, Not Price

As a consumer, do you always buy the cheapest product or service you can find?...
October 9, 2013

As a consumer, do you always buy the cheapest product or service you can find? If you are like most people, probably not. Do you gravitate toward the most expensive item you can find? Unless you have money to burn, it’s a once in a lifetime deal or the quality is beyond compare; again, probably not. The great majority of us try to find the best quality for the best price and end up being what I call value buyers. Your insurance buyers are exactly the same. They want good quality coverage and good service for a good price.

  • Why is it then that we, as agents, consistently lead with price?
  • Why do we play the price game established by clients who over the years, under our tutelage, become great negotiators?

I believe there are three main reasons that answer these two questions. The first is psychological, the second is factual, and the last is a skill set that is missing.

Read the rest of this article by David Connolly of iQ Consulting here:
Agent to Agent: Sell Value, Not Price

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