Comparing various carriers

I am not sure how I should be comparing various carriers. To the client it seems like the premium makes all the difference..but I still want to make sure I am doing what is best for the client. So for example when I look at a State Farm policy.....and I physically list out all the little extras that they offer...then if I lay side by side with a Safeco..or a Allstate...it seems like State Farm may have a couple of more little nick nak stuff..I don't know how much of a difference that makes or not..what is a good process of how to compare carriers?
 
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