The buying technique referred to as “apples-to-apples” is usually viewed by people as a smart, fast and efficient way to shop. It can work well for tangible products like books, blue jeans, and frying pans that are the same no matter where or how you buy them. Many purchasing decisions today are based on price, ease/speed of purchase and the store’s return policy, all of which are easy to understand.
When you contact an insurance agent and say you want an apples-to-apples quote, what the agent hears is that (1) you’re not interested in talking much about insurance; and (2) your business will be won based on price. In other words, you’re looking for a cheaper apple. This too often leads to a lesser apple in terms of financial protection for you and your family.
Insurance is more complex than a pair of jeans. There are too many factors that determine your policy’s fit for you. Nobody has ever asked me if their insurance policy made them look fat! This isn’t a “does it fit or doesn’t it fit” situation. It’s a matter of proper coverage decisions, trade-offs in coverage, your specific life concerns, what you want to be “covered” after an accident, your budget, etc. These are all unique to you and they can change over time.
My point here is that the apples-to-apples shopping model isn’t a fit for insurance and can lead to some big disappointments when the day comes where you need your insurance to go to bat for you. What a good agent wants to hear from you is that you (1) ARE interested in talking about insurance; (2) your business will go to the agent who does the best job at helping you use insurance to protect yourself from financial loss. A good agent will make sure you’re paying a competitive price for the coverage that best fits your world. Allowing your agent to work with you and for you will ultimately make you feel better about the money you spend on insurance.
It all comes down to having a good conversation with your insurance agent!
