Something rare happened to me today. An agent questioned meabout Piedmont's service fee. “I came across a company that'slike Piedmont (emphasis mine),” he said, “and they're 16cents a week cheaper than you.”

When he said that, I knew:

1. He's never seen that famous scene from “Honeymoon in Vegas”where Nicholas Cage claims his straight flush was “Like…unbeatable!” And Sarah Jessica Parker admonishes him,“Like unbeatable isnot unbeatable!”

2. He hadn't heard the Piedmont story because he was hung up on 16cents. Sixteen cents that he doesn't even pay; the policyholderpays it. But he's quibbling over price when our value is so greatthat we're often told we don't charge enough.

Prospects do it to you and me all the time. They're arguing costwhile completely missing our value and focusing on something asbanal as price. I've noticed there's a way around this. It's not100 percent foolproof — nothing is — but more often than not, itwill keep you off the hamster wheel of competing on price.

You might want to sit down for this. OK. Ready? Here goes: Tella good story.