Editor's note: Dina S. Schultz is vice president of sales and marketing, Society Insurance

We all know that relationships are key when it comes to business insurance. Price is always a factor, but when it comes right down to it, I know as a carrier that our policyholders ultimately trust their agents. In situations where the price is at least in the same ballpark, an agent can guide an insured to the carrier he or she believes is the best choice.

But what carrier gets that distinction as the best choice? It's not the same for every customer; if it was, you'd only have one carrier. So what factors should be considered? What should you look for when trying to match a customer with a carrier?

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