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Ever Lose A Sale Because of Bad Carrier Reviews?

It happens, right? You do everything right, feel great about your sale (because you followed our AppX Sales Process) and then you get the email. “I read the carrier’s online reviews and we are going to stay where we are (and pay more money)” And you think “WTF!” So in this blog we will outline how we can overcome negative carrier reviews, save more sales and build trust in the value of an independent agent.   Don’t let a common objection get in the way of you earning a new client. Instead, embrace their concern and overcome it.

Why Bad Carrier Reviews Are a Problem

In today’s world peer reviews matter. In fact, when you get a prospect like this you should be doing back flips… PRICE IS NOT THEIR DRIVER! Time to roll up your sleeves and get your sales pants on. Here is the crux of the issue, people generally only leave reviews on carrier websites when there is a problem. Just between us, we know that problems can be people’s version of reality. For example, if a negative review is that the carrier didn’t give them a rental car then that sounds bad to the average Joe. To us we know that it’s a coverage you elect for, so shame on you! However when the review stars aren’t in your favor on your carrier you need to have a plan of attack.

  1. You should be monitoring your carrier reviews to know what is out there
  2. This is a discussion you should have with your marketing reps… the carriers need to have plans on how to balance out their reviews
  3. You need to make sure your agency’s reviews are on point as a defense!

How to Overcome The Negative Carrier Reviews

The best plan of attack is always to be proactive. What you know may be a problem you need to proactively address in your sales process. There is no sense in waiting for it to magically appear! Then you are on the defense and, trust me that after a few glasses of wine, reading the carrier reviews pretty much make up your mind. You need to be ahead of this curve.

Insert Your Own Agency Reviews

In today’s world you need the focus to be on your agency’s reviews. Yes, peer feedback matters. You need a consistent approach to earning high quality reviews.

Once you have them as part of your sales process it’s important you feed them to your client. Now we always recommend quoting over the phone whenever possible, but if you can’t AND when you send the quote to the client you need to throw your own positive review parade. This could look like the following:

  • Send a link to your online reviews with the proposal
  • As part of quote follow up automation add in client testimonials (especially videos if you have it)
  • Let people know what your google star rating is

When you bypass them finding carrier reviews and give them your agency’s reviews that builds value and trust in you!


When They Find the Carrier Reviews

If they find the carrier reviews you need to pivot into the value of you as their agent. You are an important part of the equation. Make sure they understand that you will be there in claims, billing and other issues. Your reviews are more important than that company’s online reviews.  You have to explain and show the value of having an agent. Another way to add value is to share who you have placed with that carrier that is close to you. For example, if your mom, best friend or cousin is with them make sure the client knows that you have enough trust and faith in the company that you have placed people important to you with this company. It shows good faith.


Reverse Engineer the Problem

Since almost all carriers have negative feedback online, you can reverse engineer the challenge. Research their current carrier and find the negative reviews. You can then share with them that their current company has challenges as well. Re-share your agency’s positive reviews and alert them to differences in price, coverage and that they get a YOU! This helps eliminate the risk, it equalizes and neutralizes the playing field of companies.



When you have a strong sales process you can limit these kinds of objections. But when you have a killer sales process you can foresee the objections and be prepared for them!




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Kelly Donahue Piro

Kelly Donahue-Piro is a game changer in the insurance industry. As the Founder and President of Agency Performance Partners and Co-Founder of the sister marketing company, Agency Appeal, she’s an in-demand speaker at regional and national insurance conferences and a social media and digital marketing trailblazer. READ MORE

2 thoughts on “Ever Lose A Sale Because of Bad Carrier Reviews?

  1. Kelly & Dave, This is a real problem that definitely exists! You hit the nail on the head again with reverse engineering the problem by inserting our own agency reviews. Our agency tag line here has always been “Your insurance is only as good as your agent”. And we end our phone sale to close with “and you get me as your agent.”
    I will share your proactive plan with all of my co-workers. An awesome weekly meeting topic!

    1. Hi Mike! Please share with as many people as you can! It’s a growing problem and it always seems to sneak up on agents!

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