Many brokers, Shearon said, still lead with carrier logos, product names, and price promises – missing what clients actually value. “At the end of the day, the insurance policy is just a piece of paper until they need it,” he said. Clients care more about whether they can reach their broker when something goes wrong, and whether the broker adds value beyond claims. That value could be as simple as a mid-year check-in, adjusting payroll estimates to avoid audits, or proactively tailoring coverage for a busy season.