What do you do when a buyer says “It's all about price this year”? Prospects and clients don't want to pay too much for insurance. Neither do you. This is true whether the market is hard, soft, or anywhere in between.

Yet when the insurance market is soft and economic times are hard, independent insurance agents face intense, price-driven sales pressure. Plunging employee payrolls, reduced business revenues and shrinking property values by themselves decrease premiums. So do buyers who increase deductibles, lower limits, eliminate coverage or, worst of all, go out of business. Those customers remaining fight for survival and shop their insurance plans ruthlessly.

Soft market, tough economic times, reduced rating basis, fewer clients and cut-throat competition create a perfect storm of plummeting insurance commissions. What's an insurance professional to do when buyers insist on cheap insurance as well? The answer: Provide the best value for every insurance dollar invested in protection.