Protection advisers need to shift the focus of their client conversations from cost to value.
This is according to Britney Trussler, protection manager at Dynamo (pictured), who also told ProtectX9’s audience that advisers should tailor their message of what value means to different generations – particularly younger generations.
Trussler maintained these conversations should also stress the importance of cover adapting to life stages and tell them about how it meets immediate needs.
But Trussler also called on advisers to resist the use of of jargon, ensure solutions align with their customer’s lifestyle and make use of real examples and make human connections.
Trussler explained customers tend not to look at taking out cover until it is too late.
“It’s not just numbers we’re talking about here,” Trussler said. “It’s real people and real lives.
“We need to shift the focus and emphasise why value must come before cost.
“When people hesitate about protection, it’s rarely because they don’t care, but it’s because they view it as an optional expense rather than an essential lifeline.”
Peace of mind and stability
Consequently, Trussler challenged advisers to change the conversation.
“We’re not just selling policies,” she continued.
“We’re offering security, peace of mind and stability in uncertain times.”
Though Trussler added value means different things to different generations.
“For the older generation, that might look like more traditional security – owning a home, saving for retirement, ensuring financial stability for their family,” she continued.
“But for the younger generation, value can look completely different.
“For them, it’s not just about the future, it’s about how something benefits them today.
“When looking at protection, the older generation might prioritise the most comprehensive cover – a reliable well-known insurer with strong claims statistics.
“Whereas for younger clients, value may look like GP services, mental health support, rewards and discounts and a policy that can adapt as their life changes.”
Resonating with younger clients
In order to better engage with younger clients, Trussler added cover advisers recommend should adapt to lifestyle stages, highlight immediate benefits such as GP access, mental health support, rewards and discounts and use simple, relatable language.
“Show them how protection enables financial freedom rather than restricting it,” Trussler said.
“The younger generation want to know – how does this help me today?
“And if we can answer that we can help them see why protection matters.”
“We can also do this by making it tangible, giving them relatable comparisons. Clients often hesitate because protection feels like an abstract cost. We need to make it real.
“Instead of, ‘this policy is going to cost you £30 a month,’ try ‘for less than the price of your weekly takeaway, you can ensure that your family never faces financial hardship’.
“You can pay for insurance to protect your car or your pet without a second thought.
“Shouldn’t your income and family be more valuable to you?”
Cost only an objection in absence of value
And Trussler maintained that cost becomes only an objection in the absence of value.
“When we’re talking about protection, people don’t buy policies, they buy emotion,” Trussler said.
“No-one wakes up excited to talk about insurance. What a great world for us advisers it would be if they did.
“But what they do want is to be able to protect the ones they love and guarantee the income that they rely on.
“Instead of leading with policy intricacies, lead with human connection. Ask them about their loved ones. Tell me about your family. Who depends on you?
“Help them visualise the impact of not having that cover in place.
“If you couldn’t work for six months, what would change in your household?
“And lastly, make it real. Would you want your partner to have to go back to work immediately or have the time they need without additional financial stress or burden.
“By making protection personal, you make it a priority. A valuable life changing tool.”
