Value is more than money
Customers often look for the cheapest deal, but we don’t like the word “cheap” because it does not necessarily mean good. We can get you a cheap policy, but it may not protect your lifestyle and assets. In our view, it’s too shortsighted to go by just the sticker price.
You may find that despite saving a few bucks in the short term, when push comes to shove, you’re actually out of pocket and without appropriate coverage. And while you can put a dollar figure on things like damage and insurance payouts, you cannot price peace of mind.
A responsive product, on the other hand, helps you attain peace of mind by truly meeting your needs. Peace of mind can be a little intangible, customers tend to focus on more immediately apparent factors like cost.
Sometimes customers don’t realize that what they want and what they need are not the same. This calls for heightened sensitivity and respect on our part as we encourage them to think about the bigger picture.
The bigger picture is that value goes beyond cost. Value is when your policy fully covers the flooding damage to your basement. It’s when your travel policy covers the extreme sports you want to try on vacation. It’s about having your prescription drugs covered.
By the same token, we also have to think about the big picture and have deeper conversations about what really matters to our customers and the challenges standing in their way.
Getting access to their world allows us to demonstrate the impact of having the correct product (or lack thereof) with concrete examples from their lives.
Now, critics may argue that for some customers, saving as much as possible is a need in and of itself we don’t deny that. We understand that cost is a major consideration when it comes to most purchases. After all, you’re parting with your head earned money. It is not up for debate that we must be careful with our customers’ cash.
All we’re trying to do is raise awareness and help our customers become present to the various risk exposures in their lives and businesses so they understand how and why we came to offer them a given solution.
Let us know in the comments below which factors guide your spending decisions.