The President, almost in passing: "Our last major claim took forever to resolve and cost us more than the check."
One quiet comment from the person who signs outweighs months of price talk. The operations lead independently raised the same concern, asking how claims advocacy works. Price is the stated criterion. Claims-handling certainty is what will decide this pursuit.
Lead with claims advocacy, not price.
Keep pricing competitive, but make claims execution the center of the pursuit.