The role of consultative selling in the changing marketplace By Karen Cantor and Tom Snyder C ommoditization. It's a term that's being used more frequently in discussions of insurance products. When insurance is seen as a commodity, price is the primary differentiator. So-called personality sales happen less and less.
Transactional sales occur at higher and higher dollar volumes.
Let's take a look at the changing face of selling relationships. The larger client will see additional coverage as savings, rather than additional expense. In fact, the larger and more sophisticated the customers are, the more coverage and services overtake price in importance. Fading fast are the days when a golf game and a lavish meal translated directly to signing business. Survival depends on your ability to differentiate your offerings from those of your competitors.