The power of language Words matter. The language we use can either alienate or engage. Instead of focusing on “insurance” or “premiums,” talk about “legacy,” “peace of mind,” and “protecting memories.” One adviser put it perfectly: “My job isn’t just to protect income, it’s to protect futures.” Using emotive, relatable language helps clients connect the dots between their current lifestyle and the potential impact of life’s unexpected events. It’s not about fear, it’s about empowerment. The OPEN’D model: Revealing the need To guide clients from awareness to action, you could consider using the OPEN’D model: • Opportunity: What do they want for their family if something happens? • Problem: What risks or shortfalls could derail those plans? • Exploration: How would those problems affect their lifestyle and goals? • Need: What protection is required to safeguard their future? • Decide: Are they ready to take action? This model helps clients realise the importance of protection on their own terms, making the decision to proceed feel natural and necessary. Tools to support your conversations We’ve developed a suite of tools to help you bring protection to life: • Aviva cover stories: A national radio campaign featuring real-life stories from well-known personalities, designed to make protection feel relatable and relevant. • Interactive shield of protection: A visual tool that helps clients explore “what if” scenarios and understand the solutions available. • Selling protection guide: A step-by-step resource with conversation prompts, product brochures, and claims statistics to support your advice. These resources are designed to make your conversations more engaging, more effective, and ultimately more successful. From conversation to confidence: Let’s close the gap together Every conversation you have is an opportunity, not just to offer a product, but to provide peace of mind, build resilience, and make a lasting difference in someone’s life. By understanding your clients’ stories, speaking their language, and guiding them with empathy, you can help turn hesitation into confidence and rejection into protection. At Aviva, we’re here to support you every step of the way. Whether you’re looking for tools to spark meaningful conversations or insights to deepen your client relationships, our resources are designed to help you succeed. Find more support for your client protection conversation: Aviva Adviser: Personal Protection - Aviva *Source: FCA the Financial Lives 2024 Survey published 16/05/25 09 AUTUMN PROTECT NEWSLETTER
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