Want to change the discussion from Price to value?  STOP ADVERTISING PRICE.  Advertising on price is the easy way.  It is basically telling the consumer we are a commodity and can not come up with anything original that might bring some value to your life.

Want some evidence?  Follow your mail for a month and count the generic garbage being put in front of you that thinks your only concern is price. Even worse , I received the same exact awful letter from four different State Farm agents.  Not only is it an awful, demeaning marketing piece but why does State Farm allow there agents to cannibalize each other?

Even worse continued; A local Allstate agent sends a ridiculous letter.  First it is on cheap yellow paper, color is ok but please invest in your marketing if you want a return.  This was a solicitation for home insurance yet they had obviously not looked for new information; I was sent a home replacement cost of $200,000, currently my coverage is at  $300,000.  Also, I have never been at $200,000 and every estimator I know of would never have even come close.    That is bad marketing and pretty irresponsible; Why would I want to hire you?  A couple of lines down is $100,000 in liability coverage.  Seriously, let’s look at this agent’s policy and see if she has $100,000 in liability.  Lot’s of bad to be thought about as an insurance agent but if this is a solicitation why would I call someone that put together such awful numbers.

In both these samples the agents did not even attempt to bring any value to me or whomever else received the letter.  If you want results you need to apply some effort.  If all you can talk about is price maybe you should talk to your customers more and find out what they want to here, maybe even why they hired you.

IF YOU CANNOT BRING VALUE DON”T LEAN ON THE CRUTCH THAT IS PRICE.  INSTEAD FIGURE OUT HOW TO BRING VALUE SO YOU DO NOT NEED A CRUTCH.

Yes, it is easy.  Unless of course you consider giving some effort hard.  Either way just some thoughts.