START WITH WHY Mark Graves, Sales Director Protection Association, July 2016

Lack of responsibility WHAT ARE OUR CHALLENGES? How do we get more advisers engaged advising protection Features vs. Emotion Timing Lack of responsibility Sales process Network sales processes inhibit selling protection in a better way Many advisers see themselves as ‘Mortgage specialists’ and therefore don’t have the inclination to advise on protection Some advisers start talking about Protection after the mortgage has been finalised Adviser’s explanation to customers about protection is often ‘feature and benefit’ driven. The features and benefits are important but it doesn’t create the emotion reasons for believing in a business #WeAreSesame

IT’S A MORAL OBLIGATION WHAT’S OUR VIEW ON ADVISING PROTECTION? IT’S A MORAL OBLIGATION #WeAreSesame

THE GOLDEN CIRCLE WHY HOW WHAT Successful businesses think, act and communicate from the inside out. Successful businesses understand the ‘why’ and they demonstrate that to their customers through their communications and actions. WHY Purpose, cause or belief HOW Network sales processes inhibit selling protection in a better way Many advisers see themselves as ‘Mortgage specialists’ and therefore don’t have the inclination to advise on protection Some advisers start talking about Protection after the mortgage has been finalised Adviser’s explanation to customers about protection is often ‘feature and benefit’ driven. The features and benefits are important but it doesn’t create the emotion reasons for believing in a business Features, Benefits, USPs WHAT A service for AR authorised firms #WeAreSesame

HOW CAN WE START TO EDUCATE OUR CUSTOMERS? Neocortex – the what? Limbic system – the how? Reptilian – the why? Our neocortex, corresponds with the “What“ i.e. “What is it that you’re selling me.” It’s responsible for all of our rational and analytical thought and language. The middle two sections make up our limbic brains which are responsible for all of our feelings, like trust and loyalty. It's also responsible for all human behaviour, all decision-making, and it has no capacity for language. Yes, people can understand vast amounts of complicated information like features and benefits and facts and figures. But It just doesn't drive behaviour, feelings or emotion. When we can communicate from the inside out, we're talking directly to the part of the brain that controls behaviour, and then we allow people to rationalize it with the tangible things we say and do. This is where gut decisions come from. You know, sometimes you can give somebody all the facts and figures, and they say, "I know what all the facts and details say, but it just doesn't feel right.“ #WeAreSesame

Thank you. Any questions?