Author's note: This article is meant to agitate, motivate and inspire us all to do more as independent insurance agents. If you disagree with its premise I'd love to know why in the comments. Enjoy.

Have you ever been shopping and heard the sales person say, "Apples to apples our price is lower…" during his or her sales pitch? When the sales person said the words "apples to apples" did you feel that statement added value to what you were buying?

I bet not. I bet you felt like you were buying a commodity.

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