Justin Harper: Financial resilience and the lost art of selling

'Protection is sold, not bought'

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 Justin Harper, head of protection marketing, LV=
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Justin Harper, head of protection marketing, LV=

PARTNER INSIGHT: LV='s head of protection marketing urges advisers to sell the need for IP rather than the solution

I was chatting with a seasoned adviser pal the other day about the conversations he has with clients about protection, financial resilience and income (I'm like a broken record). We reminisced about the good ol' days - direct sales forces, proper sales training (the must read was the ‘How to Master the Art of Selling' by Tom Hopkins which we gave to every new trainee adviser), ABC, benefit selling and classic sales concepts. A lot of progress has been made ‘professionalising' the advice...

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