I don’t know about you, but I don’t like to ignore something that you think is important.

Yesterday morning I snuck in a little work before we tortured our kids by cleaning out their toy room. Today there’s a Build-A-Bear rumor floating around.

Trying to dictate the importance of something you’re not in control of will certainly lead to trouble.

A conversation broke out on LinkedIn this week centered around offering free quotes, price and upfront value.

I’m pretty sure you know which one of the three I’m most passionate about, however that doesn’t mean I try to ignore the others more than a character on 13 Reasons Why.

Failing to acknowledge their existence is not something that will help you make friends.

It’s not a question of if or should it happen, but rather when and how.

If you’re leading with upfront (on-demand) value, your consultations are happening at scale and price will become a final formality.

A majority of, if not all, the sale will be made before you hear their voice.

If you’ve never experienced this, it’s fantastic.

I’m serious, like everything you’d thought it would be and more.

If you’re unsure, there’s a pretty good chance you haven’t dedicated yourself to the process.

Because it shouldn’t be a question of “if you can do it,” it should be “can you do enough of it?”

[clickToTweet tweet=”No one buys on price, they buy on value and the amount of perception they have of it.” quote=”No one buys on price, they buy on value and the amount of perception they have of it.”]

If they buy on price, it’s because that perception doesn’t exist and that’s all you gave them.

Who’s fault is that?

On the other hand, if you ignore price and treat it like something you can’t be bothered with, that level of public arrogance will more than likely lead to you doing your best Apollo Creed fighting Ivan Drago impression.

Price is important and has a place, it’s your job to make sure it’s put in the right one.

Wasting time worrying about if something is a commodity or not only adds to the argument that it might be one.

In fact, I’m pretty sure that was one of the very first insurance theory debates Ryan and I ever had.

If you want to decommoditize something, you just have to show them what the difference is.

That’s where the real work comes in.

If you have enough to show you shouldn’t be worried about anything. It’s only when you can’t explain the difference that you should be worried.

Pretending a part of the“this is what I need to do to buy insurance” process doesn’t exist will have you on the disrespect fast track.

The less you tell someone something the more questions they have. The more questions they have the less trust is built.

Tell them as much as they can tolerate.

That’s your qualification process right there.

If they don’t want to know anything, you know what’s sitting at the bottom of that empty well.

If they want to know everything, it’s your job not to give it to them all at once.

See you out there and enjoy your Sunday.


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