
Dollars and Sense: Selling on Value, Not Price
Price-focused direct carriers don’t talk about coverage because they want consumers to believe all policies are the same and that the only differentiator is price. They want consumers to believe that cheap insurance is good insurance. Let’s be clear: Saving money is great! No one wants to pay more than necessary. But saving a few bucks today isn’t a good deal when it comes at the expense of proper protection and an unpleasant surprise after there’s a claim.