by Lida Citroën Principal | LIDA360, LLC Imagine you are a client looking to find an introducing broker. To you, there is no clear difference between one broker over another. How would you choose? Most likely, all things being equal, you would chose the least expensive one. After all, why would you pay more – all things being equal? In brand marketing, we call this a commodity sale: The consumer chooses based on price when there is no clear differentiation of perceived value. Is this how you want your brokerage clients to chose you? Is your value to your clients…