In the property & casualty insurance business being ‘competitive’ and the basis for that position is often built on having a good (euphemism for ‘low’) price — just think of the lizard who’s always touting that, “15 minutes could save you 15% or more”.
Lately, major players, like Progressive and State Farm are getting back to basics . . . and focusing on providing good SERVICE and ‘fair’ pricing . . . as this ad cleverly reveals:
In order to thrive, you want to focus on getting clients who appreciate you for something other than the lowest price. Service is a competitive position that comes at a price. If that price is fair to pay for the value received and affordable to provide, you have yourself a competitive position and a winning strategy.
Compete on your great service, not on a low price — that’s a sucker bet