Author's note: This article is meant toagitate, motivate and inspire us all to do more as independentinsurance agents. If you disagree with its premise I'd love to knowwhy in the comments. Enjoy.

Have you ever been shopping and heard the sales person say,“Apples to apples our price is lower…” during his orher sales pitch? When the sales person said the words “applesto apples” did you feel that statement added value to what you werebuying?

I bet not. I bet you felt like you were buying a commodity.

When it comes to apples, buying on price makes sense. Theapples at one farm are most likely similar to the farm down theroad.

But we sell insurance.

Have you ever sat down with a prospect and while delivering yourproposal blurt out, “Apples to apples our price is lower…”?

You have…Even though the policy wasn't exactly “apples toapples” or maybe the prospect could have used a little morecoverage in a few areas? Or worse: You don't know if theprospect could have used more coverage because all you did wasprice shop his current coverage?

STOP. For the love of all things holy in the insurance business,if you have any self respect as it pertains to growing yourbusiness……please, Please, PLEASE! Do not use the term “applesto apples.”

It's offensive to me, your colleagues and fellowinsurance professionals. But most importantly, you offend yourself.Do you realize that by using the term “apples to apples” you'reminimizing yourself and your expertise? That's what'soffensive.

You're a knowledgeable, confident, experienced insurancesales professional and you allow yourself to succumb to the GEICOComplex.

…just as I had. Until I realized, grinding out home and autobusiness for 5 straight years, that GEICO isn't ourcompetition. As independent insurance agents we're under heavypressure from direct writers, especially agents that focusprimarily on personal lines.

I'm no psychologist, but I know that pressure can cause stressand when we're stressed we say the damnedest things. Things like,“Let me give you an apples-to-apples comparison of yourcar insurance because insurance is a commodity and all that mattersis price.”

We don't say that second bit about insurance being a commodityand all that matter is price do we? Yes, we do.

When you use the term “apples to apples” what you're implying toyour prospect is “A computer could do my job. Thankyou for throwing me a bone and letting me beg all my insurancecarriers to give you a lower rate.”

The GEICO Complex.

It's pervasive. It's pandemic. It's a complete load ofnonsense.

Damn it, we're independent insurance agents. We're the valuecreators. We're the alphas. We're the generals of the insuranceindustry army and we know damn well that insurance isNOT a commodity.

Have you ever been in a car accident? Have you ever had one ofyour clients get into a car accident? You're telling me that someinsurance carriers don't handle claims better than others? Youdon't play favorites with where you place your business based onwhich insurance carriers provide better customer service?

I know I certainly do. And you do too. Because we care about ourclients. Our clients are the meat and potatoes of our business andthe service we provide them is NOT acommodity.

It's that damn GEICO complex. It makes us forgot about thevalue we deliver every day with every policy we bind, with everyrenewal we review, with every claim we handle.

People selling a commodity don't care like wecare.

Yet we talk about “apples” and “price” just toget opportunities to quote business. This stops now.

Four reasons why:

1. There is no such thing as “apples toapples” in the insurance business.

There is always a difference somewhere be it between carriers,between policy forms, between agencies. Thedifference may be difficult to perceive to the untrained eye. Thedifference may be hidden. It may be small. But there is always adifference when you are comparing insurance products andservices. We are the trained eye and it's our job to point outthese differences… It's our value proposition.

2. Using the term “apples to apples” immediately implieswe have no respect for the insurance product or service we areselling.

The product that I sell and the way I service that product is ofa quality unlike any other. I have the utmost respect formyself and my agency. Why would I ever compare something “apples toapples” if I know in my heart it is of lesser or at least differentquality? By using this term you are saying that the insuranceproduct or service you're selling has no worth… only a price.

3. By using the term “apples to apples” you arediscounting any relationship built within thetransaction.

Business, like life, is built on relationships regardless if youare selling paper clips, buying insurance, or processing TPSreports. To take relationship out of a business transaction bycomparing something “apples to apples” makes me physically ill… andreinforces that we can be replaced by computers.

4. The term “apples to apples” commoditizes theinsurance product or service we are selling.

When you commoditize a product or service all that is left isprice. You human interaction during the transaction is notnecessary to sell the product or service and all that matters isprice. Then an angel loses its wings…

The Rub

Light sweet crude oil is a commodity, apples are a commodity,copper is a commodity…

Insurance is NOT a commodity.

And because insurance is NOT a commodity insurance should NEVERbe compared “apples to apples.”

If you use the term “apples to apples” please don't be offended,but don't tell me it's the language of the consumer. Just stopsaying it!

“Apples to apples” is the commodity language of directwriters. We as independent insurance agents and the insuranceproducts we sell are worth so much more than that.

Thank you.

Ryan Hanley is the director of Marketing for the MurrayGroup Insurance Services Inc., located in Albany, N.Y., where hewrite on issues concerning NYinsurance consumers. You canalso find Ryan at his contentmarketing blog where discusses themarketing methods he implements at the Murray Group. Subscribeto Ryan's Content WarfareNewsletter and receive a free eBook on building asuccessful blog.