Winning the price war
As the ethos of commoditisation creeps from personal to commercial lines, Kevin Pallett examines the key weapons brokers should have in their armouries to fight and win in a war of attrition
The fact that the adage 'win on price, lose on price' is an old one does not make it any less relevant or compelling today. To put it another way - no matter how frugal you are, there will always be someone who will do the job for less. It is therefore a matter of survival for local brokers to find a way to win and retain business without having to use price as the prime weapon.
It should not be forgotten that commercial insurance policyholders are also buyers of private motor and household
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