If you win on price, you’ll lose on price. Focus on winning trust first!
In this concise advisory monologue, Andy Neary warns that acquiring clients solely on the basis of low price is a short‑term tactic that often leads to churn when prices shift the following year. He recommends agencies first secure the Agency‑of‑Record (AOR) and invest a year in building strong client trust before attempting to transition the client to a self‑funded plan. By establishing trust first, even if the self‑funded model proves unsuitable, the client is likely to remain because the relationship foundation remains intact; without that trust, a failed transition can result in immediate loss of the account.
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