BOR is the way to go.

If you're a producer not focused on selling by BOR, you're making life way harder than it needs to be.

If you agree to "quote", how can the focus be anything other than price? That's the thing the prospect can see, and it conditions them to put the most value in it.

I've said it before - selling is like dating. Clients want the broker who's a commodity. The one too busy being sought after to waste time trying to save someone 5%.

Yes, savings may well come as a bi-product of the better program you provide, but price isn't the most important piece of this equation.

What is? 👇

✅ Your expertise in building a program that will protect the client's business
✅ Your knowledge of that kind of operation and the marketplace for insuring it. Having a niche is key - become the "go to" in your space.
✅ Your (and your team's) responsiveness
✅ The support services your agency offers its clients
✅ The general likeability factor - do they like and trust you?

If you find you're consistently unable to remove price as priority #1 in every conversation, you're prospecting accounts that are too small.

Smaller accounts = higher priority placed on price AND less need for support services. It's hard to make a sub shop care about your dedicated team of in-house claims and risk control staff for their low-hazard, claims-free operation consisting of 4 part time college kids making sandwiches.

You know who does care, though? The global manufacturing company with 6,000 employees - working on the line, driving trucks, attending sales appointments all over the country whose 1.5 experience mod is costing them an extra $400k a year because they don't have the expertise in house to get a hold on it.

Rethink WHO and HOW you prospect and you'll find yourself working smarter, not harder. 😉