Dave Butler, Market Development Manager, Legal & General

Each day, you have meaningful, in-depth conversations with your clients about protection. But many people find it hard to justify the cost when they are fit and healthy now and can’ t predict the future. Life changes when you least expect it and failing to have protection in place can lead to devastating financial and emotional consequences.

As an adviser, you play an essential role in helping your clients understand the value of life and critical illness protection. In this article, we’ ll explore some ways you can do this.

Personalise the conversation When you speak with your clients, you’ re able to get a true understanding of the way they think. You can tailor your conversation to their individual needs, lifestyle and financial goals to show how protection fits into their life.

Use simple, clear language Insurance can be complex and overwhelming. When you break it down into terms that are easy to understand, avoid jargon and explain policies in a way that resonates with the client, they’ re more likely to be open to the conversation.

Compare the risks with the benefits We spoke to Ollie Popham, Senior Sales Manager at Cavendish Online, and he said‘ People are happy to invest over £ 100 in Sky TV because they truly see its worth. On the other hand, seeing the value of protection can be a bit trickier, as clients often lack a tangible experience to draw from. We ask questions to help clients reflect on their own situations. When done right, this technique builds a deeper connection between the client needs and the products.’

Using real-life examples and statistics can help them understand the risks. You can also show them the cost of not having protection by explaining the financial burden of not having insurance, such as lost income, or funeral expenses, compared with the affordability of a policy.

Focus on value, not just cost Many clients hesitate due to price. You can shift the conversation to the long-term value of having peace of mind, and protection for loved ones, rather than just the monthly premium. Ollie said,‘ By emphasising value, we believe clients are more likely to appreciate the importance of protection and see how the products align with their needs. When clients recognise the value in a product, they’ re much more inclined to believe in the importance of it.’

Offer flexible solutions Clients may consider protection options that align with their budget. Presenting various options can help them make informed decisions. Ollie said‘ While affordability is important, we don’ t focus on this when discussing the clients’ needs. We ensure the premiums are manageable, but don’ t specifically ask our clients about their budget. Instead, we focus on understanding the client’ s goals and aligning products to those goals.’

Build trust and address their concerns Clients need to feel confident in their decision. You should be transparent, answer questions honestly, and reassure them that their policies are worthwhile. By guiding clients with a needsbased approach, you can help your clients see life and critical illness protection as essential rather than just another expense. The value of protection isn’ t in the cost; it’ s in the peace of mind in event of a valid claim it provides. The real question isn’ t,‘ Can I afford it?’ but rather,‘ Can I afford to be without it?’

We’ ve got plenty of resources to support you, including lots of client stories and a podcast. To take a look, go to either; adviser. LegalAndGeneral. com / CaseStudies or adviser. LegalAndGeneral. com / JustCovered.

Legal & General Assurance Society Limited. Registered in England and Wales No. 00166055. Registered office: One Coleman Street, London, EC2R 5AA.

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