A customer needs coverage but cannot afford the price. A competitor offers a more affordable product. What is the appropriate action?

• A. Increase your price to match the competitor.
• B. Wait until the customer qualifies for a discount.
• C. Refer the customer to the competitor when price is the barrier.
• D. Offer a longer payment plan.

Answer: (C)

When price is the deciding factor, the aim is to help the client get coverage that fits their budget, even if that means pointing them toward a more affordable option. If a competitor offers a lower-priced product that still meets the client’s needs, referring them to that option is the best move because it respects their financial constraints and shows you’re prioritizing their best interest. This approach maintains trust and keeps the door open for future business, rather than pressuring the client into a more expensive choice.

Raising your price to match the competitor wouldn’t help the client and could damage the relationship. Waiting for a discount is unreliable and wastes the client’s time. Offering a longer payment plan might help briefly but can still leave cost concerns unresolved or increase total payments.