Brenton Boozer

Early in my career, I thought the way to win in insurance was simple: be the cheapest.

For my first 6 months, every quote was the same approach: apples to apples. Same coverage. Just beat the price. And honestly — it works. Some customers only care about price. That’s the only way you’re going to win their business. But over time I started noticing something. The agents I knew weren’t always the cheapest... Yet they were winning in every market. That’s when I realized something important. Price is only one way to sell . Value is the other. Some customers want the lowest price. That’s fine. Others want advice .They want someone to explain their coverage, walk through options, and help them make the right decision. Those customers value the conversation. The real skill is learning how to do both. And here’s the interesting part...even customers who come in focused on price can become great long-term customers if you educate them. When someone becomes a customer in our office, the conversation doesn’t stop. We provide onboarding calls, policy reviews, and follow-up discussions to help keep your coverage aligned with your changing needs over time Over time many “price shoppers” become customers who value advice and relationships. Because they realize something most people learn the hard way: the cheapest policy is usually the most expensive when a claim happens.

Curious — in your industry, do customers usually buy on price or value?