The true cost of insurance 

The prevailing insurance marketing wisdom is that you get new customers by price and keep them with service. 

I believe you may attract the interest of a prospect by price and bring them to your front door, but you close them by value---competitive rates combined with demonstrated professional counsel… and caring. 

Any one who has suffered a traumatic loss with inadequate or no insurance coverage understands that the highest cost of insurance is not having enough when you need it! 

To make the point on the importance of value, i.e. what you get for what you pay, borrow from this statement on value by John Ruskin and use it in your sales process. I’ve used it many times as a sidebar in newsletters that we create for independent agents.

Value 

It is unwise to pay too much.

But it is worse to pay too little. 

When you pay too much, you lose a little money that’s all. 

When you pay too little, you sometimes lose everything, because the thing you thought you bought was incapable of doing the thing it was bought to do. 

The common law of business balance prohibits paying a little and getting a lot. It can’t be done. 

If you deal with the lowest bidder, it is well to add something for the risk you run. And if you do that, you will have enough to pay for something better. 

Source: John Ruskin, 1819-1900, English Writer