Let's stop talking about price and start educating people about coverage. 

Of course, this has long been a communication hallmark of the big-box insurance companies. 

Because price is important, but all policies aren't created equal and there's a lot of opportunities if you "decommoditize” the products you sell. 

It certainly feels like a long shot to see this message carried across the industry, but today's tools and technology has never made it more possible.

Bill Wilson, Founder and CEO of Insurance Commentary, talks about his passion for coverage and what it can do to help your next sales call.