If you justwant the best price, get a quote through the internet or maybe an independent agent that also sells home and auto. I you want a harangue about why you should buy whole life or universal permanent insurance, but yearly follow ups at a price that is decent, call a life-only guy like New York or MetLife. The harangue will be repeated annually, but so will an evaluation of your current coverage versus your families needs. BTW, don't buy the permanent insurance unless you are filthy rich and make it part of your estate plan. Just buy term, no matter how much they cry.
If you want to pay a lot more, buy a policy from a "captive" agent like State Farm, Farmers, Allstate, etc... Sorry guys and gals, you are great agents, but your companies don't play fair, holding a gun to your head to sell life, but making the product non-competitive.
Whatever you do, don't buy from the MLM financial companies like Primerica. The product is overpriced and it will be sold you by a rank amateur.
Usually group supplemental is a decent price until you leave the company and decide to convert it to individual coverage. Insurers know that the only people who do this are people who can't buy life insurance on the open market, and price it accordingly, which I am reminded of every month when I cut a check to MetLife.
Get at least a 20 year policy. 30 year is even better unless all your kids are already teenagers. Buy as much as they will sell you, especially if you are young and healthy. Considering the consequences of not having it if you pass on, it's obscenely cheap.
And even if your HCBW is not the primary breadwinner, get policy on her, doesn't have to be as big, but who's going to watch the kids if something did happen to her. "I'll get remarried" is not a real smart plan. You won't be as good looking in 20 years, trust me.