Why Having the Best Price Doesn’t Mean You Get to Meet Mom and Dad Too

Relationships Generate Referrals—Why Having the Best Price Doesn’t Mean You Get to Meet Mom and Dad Too

In the insurance world, we all know that price matters. Clients want value for their money, and who can blame them? But here’s the kicker: having the best price on the block doesn’t automatically translate to long-term success. In fact, it doesn’t even guarantee that your client will think of you when their friends or family need coverage. That’s because relationships—not rock-bottom prices—are what drive referrals.

Price is Just a Number
Sure, offering a competitive rate can get your foot in the door, but it’s not what keeps you there. Clients might initially be drawn to you because of your pricing, won’t stick around just for that. Once the novelty of saving a few bucks wears off, they’re looking for something deeper—something that makes them feel like more than just another policy number. They want to feel valued, understood, and supported. And that’s where relationships come in.

Relationships Create Loyalty
When you take the time to build genuine relationships with your clients, you’re doing more than just selling insurance—you’re creating a bond. You’re showing them that you’re not just in it for the sale, but that you actually care about their well-being. That level of care and personal attention is what turns a one-time client into a loyal customer who sticks with you for the long haul.

Referrals Are Rooted in Trust
Think about it—when was the last time you referred someone to a business purely because they offered the lowest price? Probably not often. We refer people to businesses we trust, to professionals who have earned our respect, and to companies that we believe in. When your clients trust you, they’ll be more than happy to tell their friends, family, and coworkers about you. But that trust is built through consistent, positive interactions—not just by saving them a few dollars.

Price Alone Doesn’t Buy Access
Having the best price might win you a sale, but it doesn’t buy you the kind of trust that gets you invited to the family table. To get there, you need to show up for your clients in ways that go beyond the transaction. Be there when they have questions, check in on them even when they’re not due for a renewal, and take an interest in their lives outside of insurance. It’s those personal touches that turn a business relationship into something more meaningful—and that’s when the referrals start rolling in.

Meeting Mom and Dad
When a client refers you to their mom and dad, it’s the ultimate vote of confidence. They’re essentially saying, “I trust you enough to take care of the people I love most.” And trust me, that kind of referral doesn’t come from having the lowest price. It comes from being reliable, from going above and beyond, and from making your clients feel like they’re part of something bigger.

In a market that’s increasingly focused on price, it’s easy to forget that relationships are the real currency of our industry. Sure, you might win a few clients with the best price in town, but if you want to build a thriving, referral-driven business, you’ve got to invest in relationships. Take the time to connect with your clients on a deeper level, earn their trust, and watch as they start sending everyone they know your way —including mom and dad.