I've had prospects to say that "I can buy term online cheaper than that." or "I bought my insurance from selectquote on TV, it was more convenient than dealing with an agent like you." Those are the only two cases, and they were people who I was cold calling on, so, its pretty rare.
I've heard the 1st on/off when I worked internet leads. I don't hear that as much when dealing with small business owners. The only thing that is cheaper is the advice that the particular agent gave them. As for the latter, you cannot fix stupid and if somebody doesn't realize that importance of talking with a professional vs. an hourly worker then they deserve what they get. Are you targeting small business owners? Did you ask the individual or couple how it was more convenient dealing with the online company vs. you?