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Why do people view their CPA as their most trusted advisor? Because the customer has a problem and they go to the CPA for answers to painlessly take that problem away from them, and to make their problem the CPA’s problem. How can you completely take the pain away?

We are an information society. We want information and knowledge fast. We don’t want to sort through piles of information we want it in a concise package. We gladly pay others to take something complicated and make it easy for us. Just look at the series of books to help you lean how to use Microsoft and other software that supposed to make it so easy even a novice can do it. Most people view insurance as complicated plus they think they are needlessly spending money for something that won’t pay when they need it to.

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There’s plenty of competition for the price shoppers, and you don’t want to play that game. Price shoppers are the worst clients you could ever ask for, so why would you ever want to attract them? But that’s exactly what you’re doing when you offer to quote someone insurance.

Let the price shoppers search the internet or bother your competition for quotes, but don’t let them bother you. There is a very good reason for both you and the customer for not simply quoting a price. Isn’t it true that when you quote a price you’re making a quote based on the assumption that the customer knows exactly what they need and why? And how often is that really true?

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