Your Client May Not Be Looking for the Cheapest Option

Sometimes agencies make price the focus before the client ever does.

Insurance consumers care about price.

Of course they do.

But that does not mean every client is looking for the absolute cheapest policy they can find.

In this week’s IA Forward, Tonya shares a conversation with someone who had been with the same insurance company for years.

Her concern was not that she needed the lowest premium.

She wanted someone who would explain her coverage, understand the entire picture, and make sure she had what she actually needed if something went wrong.

That raises an important question for agents:

Are we assuming clients care more about price than they actually do?

We Train Clients How to Buy From Us

If every conversation starts with:

“How much can I save you?”

then price becomes the standard.

If every renewal conversation immediately becomes a shopping exercise, clients learn that the agent’s primary job is finding a cheaper number.

But some clients are looking for something completely different.

They want advice.

They want someone they trust.

They want an insurance professional who understands their situation and can explain why a recommendation makes sense.

Find the Clients Who Want What You Offer

Not every client is going to be a fit for every agency.

Some people really do want the lowest possible price.

Others care much more about relationships, expertise, coverage, and having someone they can call when something happens.

The important part is deciding what kind of agency you want to build.

Then listen closely enough to recognize the clients who want the same thing.

Do not assume every conversation has to become a price competition.

Sometimes the value your client wants is the reason they called you in the first place.

Watch the Full Episode

https://www.youtube.com/watch?v=RFkV-rkkTBs&t=0s