What has been true for all of time will continue to be true in the future. When someone buys a lot of things from you, they have a deeper commitment to you and, as a result, are more difficult to dislodge.
The flip side is also true, which is why the average independent agency, with only 1.5 policies per customer on average, is in very deep trouble. If those policies were sold on price, the risk is far greater still.
So, a critical success component for the future, as it has always been, is to sell more things to each customer. In the future, that will likely include things beyond the products traditionally sold by agents. For example, if you insure my car, shouldn’t you sell me a service contract guaranteeing me towing and an attorney if I get into trouble? If you sell me personal liability, shouldn’t you be selling me Lifelock? If you insure my home, auto, umbrella and boat, shouldn’t you insure my business? Shouldn’t you sell me insurance to protect my family if I die just as you protect them if my house burns down?
If you are my advisor on matters of personal liability and risk, shouldn’t I be able to come to you for help when I need to find someone to give me legal advice? I could go on, but I hope you get my point: when you weave your products into the lives of your customers, you become indispensable.
Indispensable people don’t get thrown out by a computer, website, or a cheaper price.