In a world where everyone is looking for a “great deal,” it can be tempting to join the crowd and base your services on low prices. Odds are, however, that you will be unable to maintain the lowest prices in the industry for very long. There will always be someone else willing to tempt your clients away with better discounts.
But the price dilemma is not quite the quandary it appears to be. While everyone around you engages in a price war, you could benefit by simply selling insurance based on the value you can provide. If you can show prospects that the value of your services outweighs the price, you will have little to worry about cheaper competitors.