We know you've been taught that people buy based on value, not price. But, let's face it, you don't believe it do you? In the real world, too often you experience losing an account because your bid was higher...or at least that's what the prospect tells you. In this article, master salesman, Bob Ayrer, draws from his past experience in the contracting industry where the same issue has been debated for years. While the focus is on a different industry, the points made easily translate to insurance.

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