In baseball, the tie goes to the runner; in our game, the incumbent broker will almost always win the spreadsheet game. (Photo: Getty)

I often hear benefits advisors say, “We compete on price, but we retain on service.”

Price is always a factor; however, in most instances in this industry, it is a level playing ground. With precious few exceptions, brokers have access to the same carriers, same plan designs and same prices. By admittedly competing on price, advisors never give themselves a fair shot at earning new business.

Kevin Trokey headshot Kevin Trokey is founding partner and coach at St. Louis-based Q4intelligence.

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