Selling Value, Not Price Creates Winning Agencies

By Carl J. DeBarbrie Jr.

By competing on personal relationship and price alone, independent agents and brokers create minimal barriers to competition. To differentiate their selling propositions, and to create strong businesses, agents need to sell more than price. They need to sell value.

By effectively leveraging all that the market has to offer, from value-added services to technological resources, producers can build long-term relationships with their clients and build better businesses.

There are three general strategies that successful agents and brokers can employ to differentiate themselves. These strategies cover resources, market position and technology.

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