In the absence of value, PRICE wins.

Every agent has heard it: “I found it cheaper online.” When that happens, it usually isn’t about price. It means we never showed them anything else to weigh it against.

In the absence of value, price wins. Every time.

Value isn’t a speech. It’s the review where we found a gap in their coverage. It’s the claim we walked them through. It’s the person on my team who knows their kids’ names. If a customer has never seen any of that, the cheapest number on the screen is all they have to go on.

So don’t fight price with price. Give them something to weigh it against.

Before you quote, make sure the customer knows what they’re getting from your office that they can’t get from a website.