For many policyholders, buying insurance isn’t a choice — it’s a requirement. Whether it’s an auto loan, lease agreement or contract obligation, coverage often stems from necessity rather than intent. That “requirement mindset” can lead customers to focus on price instead of coverage.
This price-first mindset is further compounded by reliance on raters, which deliver price comparisons but rarely capture the nuances of coverage differences between products. The consequences can be significant: policyholders risk being underinsured or uncovered in the event of a loss, and agents may be exposed to errors and omissions claims for failing to secure adequate protection.
Selling on coverage rather than price starts with identifying what makes one policy different from another and explaining those differences in a way the client can relate to. While quotes and policy declarations list coverages and limits, it is hard for a client to conceptualize how those may impact their day-to-day operations.
That’s where a humanized experience makes all the difference. Skilled agents ask the right questions, uncover potential risks and explain coverages in a way that’s easy to understand. This allows the customer to make an informed purchasing decision that factors in both coverage and price.
USLI provides a variety of tools and resources to help you and your team move beyond the price conversation and deliver stronger coverage-based sales presentations:
- Direct access to Instant Answer web chat staffed by real underwriters who are ready to answer questions about coverages and eligibility
- Marketing materials in the form of coverage highlights, claims examples, etc. that are customizable and immediately available through the Customer Toolkit
- USLI University sales training and industry training to help you ask the right questions and feel confident providing insight on coverages
We are ready to help support your team and look forward to working closely together.
