MRL #117- A Practical Guide To Quoting

When it comes to writing new business there’s generally two camps.

The “Quoters” and the “BOR Only”.

The first group burns out chasing every shiny opportunity that lands in their lap.

The second group clutches their BOR-only beliefs like a religion. Always walking away from deals they probably could’ve won.

For a long time, I was firmly in the second camp. BOR or bust.

And honestly? It worked.

But over time, I started noticing something…

Some of the best accounts I wrote didn’t come via BOR’s.

They came when I reluctantly quoted. But quoted strategically.

Let me explain.

The Problem with Quoting Blindly

If you quote every Tom, Dick and Harry that let’s you in the door, you become a commodity.

You’re just another agent tossing numbers on a proposal hoping to undercut the incumbent.

It feels productive… but it’s usually not.

According to industry stats, incumbents win 90% of the time. Which means you’re splitting that other 10% with any other jabronis.

That’s a tough way to build a book.

And an easy way to burnout.

The Problem with BOR-Only

BOR-only has its own set of problems.

Yes, it protects your time.
Yes, it helps you avoid the vendor trap.
Yes, it can lead to better clients.

But when you’re too dogmatic about BOR-only, you miss out on serious revenue.

Some clients aren’t mentally or emotionally ready to hire you cold turkey.

Even if they like you. Even if they have pain. Even if you ran a flawless due diligence process.

Sometimes, they just need to see something before they can believe it.

So Where’s the Middle Ground?

Let me intro you to our Quoting Filter.

Before you quote anything, we recommend passing the opportunity through two filters.

Filter 1: Access

Can you get the policies?

Can you see the premiums?

Do you have permission to approach carriers?

Are you quoting just to quote, or do you have a plan?

If you can’t answer yes to all of the above… walk away.

Filter 2: Leverage

Will quoting give you an edge?

Ask yourself:

1. Is the incumbent vulnerable?
   Did they make a mistake? Drop the ball? Renew late?

2. Is there actual pain?
   Not vague “we’re shopping,” but real friction: claims issues, lack of service, audit surprises.

3. Can quoting wedge you into control?
   Sometimes you quote one line (like auto) to open the door for a BOR on the rest.

4. Can you control the presentation?
   If you’re just sending numbers over email, don’t bother.

5. Will it build the relationship long-term?
   In niche verticals (like towing), quoting might be part of a long term play.

One More Thing

Before you quote, be honest with the prospect.

Tell them:

That simple positioning move puts you back in control.

And when you do present, don’t just show numbers.
Compare the strategy. Highlight the differences. Frame the quote as the natural result of a professional process.

Not a random number grab.

Final Thought

Quoting isn’t good or bad.

It’s a tool.

And like any tool, it can be used to build or tear down.

The choice is in the hands of the one who is using it.

So quote less. But when you quote, quote with intention.

That’s how you win deals, build trust, and still make it home in time for dinner.

Link to what we’re selling here.

See you next week.

Kick ass take names,

Micah